logo maker for business explained
When is it better to use an online logo maker for business logos? What are important aspects when creating a logo yourself?

How to Use a Logo Maker for Business Logos

We’ll explain when it’s better to use a logo maker for business logos, how to use one coming from a designer’s perspective, and why it’s important to include brand strategy.


I run a branding studio in New York and while logo design is my own profession, I know from experience and talking to hundreds of startups and business owners that when starting a business, many entrepreneurs don’t have the budget to work with a designer or hire an agency.

Although working with a professional who will guide you through the process of creating a quality logo seems best, there are situations where it makes sense to pull out your own design skills and make use of online tools such as a logo maker for business logos.

In this article, I’ll explain when it’s better to use a logo maker, how to use one coming from a designer’s perspective, and why it’s important to include brand strategy from the beginning when creating a professional logo.

In short, you’ll learn in 5 steps how to create a modern and professional wordmark using a logo maker for business logos.

selection of business wordmark logos
Using the Mojomox logo maker for businesses: type out your company name and see a preview of wordmark logos. Select one as a baseline and continue your design from there in our app.
example minimal business wordmark logo
Three cornerstones for using a logo maker to create a business logo: include brand strategy, aim for a simple design, and keep adjusting your logo as you pivot your business.

When Is It Better to Use a Logo Maker?

On a budget: A good logo is rooted in business strategy and when there’s only a budget for design, the strategy part will fall flat. As for everything, you get what you pay for: A $500 budget will get you around 10 hours of a junior designer or 5 hours of a senior designer. Meeting calls, emails, and revisions will take up 2–3 hours of the entire budget. Big agencies include brand strategy and usually, the price for a brand package starts at $15,000 and can easily go to $300k or more depending on the size of the package, the size of the agency, and your location. The very minimum of a logo project with 2 or 3 design options is around 25 hours, plus meetings and revisions. If your design budget is too low to accommodate the minimum hours, using a logo maker for business logos is best.

Short on time: A logo design process takes a minimum of one week to complete after kickoff. That is when you have the details such as strategic elements laid out and signed off.

These strategic elements are often listed in a brief when working with a designer or an agency. Very big logo projects with lots of stakeholders can also take 6 months to realize.

In reality, startup logo projects with 2–4 stakeholders are usually around 6–8 weeks and include strategy, a couple of meetings, and 2–3 rounds of revisions. If time is a constraint, using a logo maker for business logos is best.

Startup philosophy: When creating a business that follows the lean startup principles, including pivoting until finding product-market fit is found, then using a logo maker for business logos is also best. Read more in the section below.

3 cornerstones for using a logo maker for business logos
Three cornerstones for using a logo maker to create a business logo: include brand strategy, aim for a simple design, and keep adjusting your logo as you pivot your business.

A professional logo process starts with having a brand strategy in place. Without the analysis of your competitive landscape and your company’s positioning considered, a logo design isn’t worth much. Why? Because a logo is an identifier for a brand, just like a friend’s red hair or her high-pitched voice—a logo helps your customer identify your company on a shelf or when scrolling through her social media feed. And usually, that logo comes with other brand identity elements, such as a color palette (e.g. on the packaging, on a business card, or on a website); a logo comes with a voice of tone (e.g. on a website’s headlines or your customer support tickets) and so forth.

A quality logo is a result of sorting through all of the aspects that need to be communicated. Additionally, a good logo is functional. It’s generally readable and it works in small on a website when viewed on a phone. A good logo with a focus on functionality has only one or two colors (for minimal costs on printed marketing materials) and works in black and white (for a logo version on a flyer with partners, for example).

Many of the logo makers for business logos don’t let you create logos that are functional, let alone modern.

What is a modern logo?

  1. A modern logo is set in a horizontal lockup. A horizontal lockup means the logo shape is rather horizontal than square or vertical so that it fits nicely into a top navigation bar of a website.
  2. A modern logo uses a modern font that is based on a classic design. Fonts that are created specifically for logo designs will ensure a more unique, often overall stronger look.
  3. A modern logo is often a simple wordmark. If the logo has a symbol too, the symbol has meaning and is derived from an idea that encompasses an important company aspect.

To create a modern wordmark logo, try out the Mojomox logo maker for businesses.

How Finding Product-Market Fit Matters in Logo Design

When starting a business, there are two types of what’s called “product-market fit” companies can fall into. Product-market fit, according to Marc Andreessen, co-founder of influential Silicon Valley venture capital firm Andreessen Horowitz, is achieved when “being in a good market with a product that can satisfy that market.”

Type 1 is for companies that are in well-defined areas, think beauty products or beauty salons, swimwear, and other DTC (direct-to-consumer) products, that are more focused on style, visual branding, and marketing.

Product-market fit for these types of products often lies within the actual branding: the storytelling, the look & feel, the messaging.

Type 2 of “product-market fit” is usually for tech solutions or apps where “looking good” is not as important as figuring out the product; how to get customers and how to create a product where users see value in paying—usually for a subscription.

Why Using an Online Logo Maker for Business Is Best

Startup company types: Startups that are looking to find product-market fit often don’t have a budget and time for branding and design which turns out to be a good constraint.

For type 1 companies, the designer is often part of the founding team. She is the visionary behind the product and is often capable of doing the brand design herself or she works closely with a designer or agency, especially when money was being raised.

Type 2 companies in search of product-market fit shouldn’t be spending more than 30 minutes on the actual design of a logo. You’ll be pivoting every other week and your branding (= the way your customers perceive your brand) should follow your new direction.

I’ve promoted the concept of “black dress” design for quite some time. In short, it says that “your brand needs to commu­nicate professionalism—which is what often gets lost when companies try to create complex branding on their own. Instead, aim for ‘black dress’ design: You’re not trying to create a revolutionary brand visual, you’re aiming for something simple and timeless.”

Using a logo maker for business logos is the easiest, fastest, and most budget-friendly way to accompany your startup path. You only focus on creating a clear, timeless, and readable on all devices wordmark logo. To learn how a designer thinks about a simple but professional logo, follow the next steps.

Step 1: Research your competitors’ design

Create a mood board or any document listing your competitors’ names, add their logos, their colors, and state what font/s (serif, sans-serif) they’re using. This exercise should take no more than 10 minutes per competitor. A solid quick-analysis should have about 5–12 competitors listed.

The goal of step 1 is to have a one- or two-pager of information that allows you to see your competitors at a glance.

template for research competitor business logos
Example of a template how to research your competitors. List their name, add their logo and colors, describe things that stand out visually. Additionally, review their tagline and a main headline and summarize what they do well and how they’re different from you.

Step 2: Analyze your competition’s design

What do all the logos have in common? Are the logos symbol logos (have an icon plus a word) or wordmark logos (only a word)? What color is being used most? What types of fonts? What colors are not used yet by anyone and can be used by you instead? Anything else that stands out? Whose design looks most professional? What one single word comes to mind when looking at their homepages in 5 seconds?

The goal of step 2 is to have a very good understanding of your competitive landscape. You know what they look like, where they stand, and what they’re after.

template for positioning competitor business logos
Example of a template how to find your company positioning. A quick alternative is to focus on one word that should come to your customers’ minds when thinking of you. But if you’d like to take a deep dive, you can also find 3 positioning values and follow the instructions on the template above to place your company into a positioning matrix.

Step 3: Pick your positioning

What word should come to your customers’ minds when looking at your website or interacting with you in any way? This word doesn’t need to be unique to you or to a specific industry, it only needs to be related to what you are better at than your competitors. For example, the iPhone’s new word is “privacy”—Apple found that people care about privacy and they found that their competitors are not good at it.

The iPhone can own it and that’s what’s called “positioning”—the iPhone’s positioning is privacy.

The goal of step 3 is to have a single word (positioning) that you want your target audience to think of when thinking of you.

Step 4: Describe your product in one or two sentences

In no specific order, what’s the name, what does it do, how does it stand out and who’s it for? Highlight all of the things that need to be communicated somewhere in your design. Example: Mojomox is an online logo maker for businesses that lets entrepreneurs and small business owners create their own modern and professional wordmark logo and color palette in under one minute.

The goal of step 4 is to have a list of items that should be shown somewhere in your design. For example, “Mojomox” is in the logo itself, “logo maker” could be a tagline or part of the main headline on your homepage, and “modern & professional” could be the overall style of your website design. A modern and professional style may in parts be subjective but you can test it by showing your design to your customers.

Step 5: Using a logo maker for business logos

Collect the learnings from steps 1 through 4 and create a rough idea for a logo in your mind: What color selection do you want to test? What kind of logos will yours fall into, serif or sans serif, thick or thin, all lowercase or uppercase? What’s the one, important word you’d like your logo to convey when done?

Then head over to the Mojomox logo maker app and create your logo. Don’t spend more than 30 minutes on the design. If you’re on Instagram, send us a screenshot by tagging us @mojomoxapp —we’d love to see what you come up with.

Summary of Using a Logo Maker for Business Logos

Logo makers are a great way to save time and money when your budget isn’t big to begin with or if you’re following the lean startup principles when creating a business that is still finding product-market fit or isn’t making a lot of money yet.

To create a logo that is modern and professional, start your process with brand strategy and adopt the 5 steps laid out above. Don’t spend more than 30 minutes on the actual logo design and adjust your logo as you’re pivoting with your business strategy. Once you’ve found product-market fit or make a lot of money, you may work with a designer or agency to create an updated version of your logo.

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