Logos 101: What You Really Need (and What You Can Totally DIY)

Let’s be honest—logos can feel a little intimidating when you're just starting out. Do you need five versions? What the heck is an .EPS file? And is it really okay to use a Canva template?

If you’ve ever stared blankly at your computer wondering what kind of logo your brand actually needs, you’re in the right place.

Whether you’re DIY-ing it for now or dreaming of hiring a designer later, this post will help you understand:

• What makes a logo successful

• How to create one (even with Canva or AI)

• The types of logo variations you might need

• And what all those file types mean (in human language)

✨ What’s the Real Purpose of a Logo?

Your logo is like the visual handshake of your brand. It’s what people recognize, remember, and (hopefully) connect with emotionally. But it’s not just a pretty symbol—it's a strategic tool.

A good logo should:

• Build recognition

• Create trust

• Communicate your vibe at a glance

Whether you're selling artisanal candles or managing social media for dog groomers, your logo should help your audience get who you are before they even read a word.

🎯 What Makes a Logo Actually Good?

Here’s the secret sauce:

• Simple – If it doesn’t work small, it doesn’t work.

• Memorable – People should recognize it without squinting.

• Flexible – Looks good on a screen, a business card, or the side of a van.

• Aligned – Feels like you. (Earthy? Luxe? Playful? Your logo should match that vibe.)

If it looks great on your Instagram but vanishes into the background on your packaging—back to the drawing board.

🔁 The 5 Types of Logos You Might Need

Even if you only have one logo file right now, eventually you’ll want a few versions that work across different situations:

1. Primary Logo – Your main, most complete version. It might be horizontal or vertical—whichever layout best represents your brand in most contexts (like your website header, signage, or packaging).

2. Secondary Logo – A variation of your primary logo in the opposite orientation. If your primary is horizontal, this one is vertical (or stacked), and vice versa. It’s perfect for spaces where your main logo won’t fit as cleanly.

3. Submark or Logo Mark – A symbol-only version for watermarks or favicons.

4. Favicon – That teeny icon that shows up in your browser tab.

5. Social Media Icon – Usually round and simplified to fit profile image circles.

Optional extras: an animated logo for video intros, or a version with your tagline.

🛠 Can You DIY a Logo? Heck Yes (But Let’s Be Smart About It)

You don’t have to drop four figures to get a decent logo.

If you’re in the early stages, it’s totally okay to:

• Use a Canva template (but customize fonts/colors!)

• Try an AI logo generator like Looka or LogoAI

• Start simple with just a clean wordmark (text-only logo)

DIY Smart Tips:

• Don’t rely 100% on templates. Tweak to fit your brand.

• Choose legible fonts (no script font on your tagline, please).

• Stick to 2–3 colors max for a clean look.

• Test how it looks big and small (and in black & white).

And remember: you can always rebrand later. Your first logo doesn’t have to be forever—it just has to get you started.

📁 Logo File Types, Demystified

When you finally download those logo files—whether you made them yourself or hired a designer—you might see a confusing lineup of file extensions. Here’s what they mean:

• .PNG – Best for websites and social media. Transparent background.

• .JPG – Not transparent. Good for mockups, but not great for logos.

• .SVG – Scalable for web. Crisp at any size. Magic.

• .PDF – Editable and great for print (think packaging or signage).

• .EPS – A pro-level file for printers and graphic designers. Keep it safe.

What you need right now: A .PNG and .SVG will cover most web needs. A .PDF is handy for printing. The rest? Save for when you work with a designer or printer.

🧠 Bonus Reminder: Your Logo ≠ Your Brand

Your brand is not just your logo.

Your brand is the full experience—how you sound, how you make people feel, the visuals, the vibe, the values.

Your logo is just the visual anchor.

So yes, it matters—but don’t let it steal all your focus. Build your brand around what makes you different and meaningful, not just around a fancy graphic.

🎁 Wrap-Up: What’s Next?

If you're feeling inspired to DIY your logo—go for it! Play, explore, tweak. And if you’re starting to realize it might be time for an upgrade, I can help with that too.

Your logo doesn't have to be perfect. It just has to be you—and a little bit strategic.

If you're ready to level up your visual identity…

Your Branding Toolkit: Next Reads