Making It Know

Create a Logo for Your Online Business

After deciding on your business and domain name, your logo makes the largest impression on potential customers, clients, and collaborators. How a logo appears in the context of website design can lead to a more positive, memorable, and enhanced user experience. Learn best practices for designing a custom logo that sets you apart from competitors.

Pinpointing your logo identity

Every brand logo should be clear, digestible, and memorable — though none of this happens by chance. Before you start designing your logo, take time to consider the sort of design that embodies your brand identity.  This means it’s important to deliberate over the particulars of colors, fonts, and composition.

How to choose correct colors

Different colors communicate different feelings and values. For example, reds, bright yellow, and saturated oranges are often perceived to be bold and exhilarating. A fitness studio may opt for logo text that has deep red or magenta accents to amplify their energized tone.

On the contrary, blues, greens, and beiges can convey feelings of calmness and serenity, making the combination a possible choice for a private therapy practice or wellness coach.

Select colors that represent the attitude and energy of your business, while finding the balance that means you don’t blend in with competitors. Explore different hues of core colors, or switch up the saturation. There are endless variations to a standard color wheel, ensuring your logo is fully custom.

Wordmarks and fonts

Just like your color palette, fonts are that foundation of how your brand comes across. While there are thousands of unique fonts, you’ll want to first decide between Serif and Sans-Serif text. Serif is the text that has little “feet” on each letter, and is often considered to be professional and elevated. Sans-Serif are the rounder, smooth letters that communicate warmth and openness.

There are no wrong answers when it comes to fonts, but many people choose to pair a Serif headline font with San-Serif body text. Since Serif is so eye-catching, it works well for larger text sizes, whereas San-Serif is simpler to read, and can increase the quality of your user experience, decrease your bounce rate, and encourage clicks. After all, the clearer your site is, the more engaged your audience will become.

Tips on composition

Every visual element conveys something emotional, even subconsciously. When you begin sketching out your logo, consider the overall composition of the image. Will it have a transparent background so it’s easily used across the site? Do you want sharp angles and crisp lines with an edge of authority, or a circular logo that fades to white and communications approachability?

Since different shapes channel different tones, try out combinations of graphics until you find the blend that best represents your business.

Ready to get started? Try our free Logo Maker. Simply add your business or brand name then choose the visual icons, fonts, and colors that work best for your aesthetic. Then you can download the logo files to use across your website, social media, and marketing to establish brand consistency. 

Mapping out logo variations

Designing one stunning logo is a great step towards elevating your brand aesthetic. However, creating a few other logo variations give you flexibility to professionally represent your business across every touchpoint, wherever it has a presence.

Crafting a core logo

Following the foundational steps above, develop your main logo. The colors, fonts, and shapes you’ve chosen are all integrative to each and every variation — the goal is to slightly change your primary logo so you have a professional image for every scenario.

Exploration of variations

Mostly likely, you’ll be using your primary logo in the navigation of your website. However, there are other places for your logo to live that may require different versions. For example, if your logo is laid out horizontally, what would it look like to stack the words vertically? What if the text arched into a circle surrounding your icon? What if the transparency increased, or the text was flipped from black to white?

When you create multiple versions of the same logo, you have a suite of brand assets to use on your website, social media, advertisements, guest speaking engagements, and print materials.

Favicon finetuning

Once your other logos are completed, turn your attention to your favicon. It’s the small icon that appears in the browser tab next to your site title whenever someone visits your website or online ecommerce store.

In constructing the brand website, it’s imperative to stay consistent throughout all facets, and  customizing your favicon is a simple — but often overlooked — opportunity. Not only does it build brand consistency, but it makes it easy for your audience to find your site when they have multiple tabs open. 

Deciding on logo placement

Your logo will be a prominent element of your website design, and where you display it makes a difference. From big header logos to small email sign offs, see the core locations to upload your signature logo.

Navigation menu layouts

No matter which website template you choose, you’ll likely want to place your logo in the upper left corner. Since our eyes always read left to right, logos in the upper left of the navigation menu simplify the user experience and ensure it’s what the reader sees first.

That said, logos aligned in the direct center of the navigation menu can also be a great choice. They visually create balance between the logo and the navigation items, directing the reader’s eyes front and center. Since the alignment of the navigation logo is easily switched in your Squarespace dashboard, try both and see which feels most like your business. 

Footer logo best placement

Your logo should appear on every page of your site, and be prominent on pages that prompt your readers to take an action — like contact forms and checkout pages. Since your footer is displayed across every page of your site, including your logo creates more brand consistency for anyone visiting your online store or service-based business. Brand consistency encourages trust between the consumer and the creator, so adding in your logo is a simple way to make people feel better about buying from or booking with you.

Marketing material strategy

Once your logo — and its variations — are completed, sprinkle them liberally through all of your marketing materials. As an all-in-one platform, Squarespace makes this process simple. For example, start by incorporating your logo into Email Campaigns, printing it  on your shipped product packaging with Extensions, and include it on your automated Scheduling page. 

Related Articles

  1. Know

    Choosing a Website Template for Your Online Store

    Choosing a Website Template for Your Online Store

  2. Know

    Website Tips for Appointment-Based Businesses

    Website Tips for Appointment-Based Businesses


Subscribe to receive the latest MAKING IT blog posts and updates, promotions and partnerships from Squarespace.

The email you entered is invalid.

Thank you for subscribing.