What Makes a Good Small Business Logo?
At Studio Friday, we believe the best small business logos are:
- Simple
- Memorable
- And clearly communicate what the business does—whether that's done through a wordmark or something more abstract.
Above all, communication is key. A good logo isn't just decoration—it’s a signal that tells people who you are, what you value, and whether they can trust you.
Why So Many Small Businesses Get It Wrong
In our experience, a lot of small businesses try to skip this step or go for the cheapest option available. It might seem like a smart move early on—but once that logo starts appearing on your:
- Shop signage
- Work vehicles
- Business cards
- Website and socials
…it becomes clear that a poor-quality logo does more harm than good. At that point, the money saved becomes negligible compared to the long-term cost of a weak brand identity.
What Should a Small Business Spend?
Most small businesses should budget should start from $1,000 for a high-quality logo designed by a professional. This usually reflects around 10 hours of design time—enough to research, explore, revise, and deliver something that truly fits.
If you’re getting quotes well below this, it’s worth asking:
- How much experience does the designer really have?
- Are they considering the full brand, or just making a standalone graphic?
- Will the logo work across all the places you plan to use it?
The Problem with One-Off Logos
A logo designed in isolation—without considering how it will live across your business—can quickly become a problem. For example:
- A tall logo won’t scale well in small spaces (like social icons).
- A complex logo won’t embroider cleanly onto uniforms.
- A logo with poor contrast might be unreadable on signage.
That’s why we often recommend a branding package, which ensures your logo works seamlessly across signage, business cards, your website, and every other touchpoint.
What You Should Receive
A professional logo package should include:
- Clearly labelled files
- Versions in CMYK (print) and RGB (digital)
- Possibly Pantone colours, if relevant
- Formats like .AI, .SVG, .PDF, .JPG, and .PNG
- A quick guide to usage (or ideally, a full brand guide)
These assets make it easy to work with printers, suppliers, and other creatives down the track—keeping your brand consistent and sharp wherever it appears.
In Summary
A logo isn’t just a design—it’s a tool. Done well, it makes your business feel confident, established, and ready to grow. Done poorly, it sends the opposite signal. So treat it like an investment. A good logo pays for itself every time a client chooses you because you look like the real deal.
