How to make a great logo design

  • Make it appropriate/relevant
  • Keep it simple
  • Be careful when choosing colours
  • Consider flexibility
  • Make it recognisable

logo designWhen done well, a logo design can have huge benefits to your business; it sets the tone, helps create relationships with your target audience and makes you stand out from your competitors. It is however, easy to get wrong. There are a few key things that, if considered, can help you to achieve a great logo design.

Make your logo relevant

A logo needs to fit your company’s profile, style, tone and offering. It needs to be appropriate and reflective of your business and the people that work in your organisation. If you’re a financial services company, your audience are unlikely to come to you if your logo is a bubble-gum pink unicorn. Relevance is vital when creating a long lasting logo that people will take seriously.

Keep it simple

Keeping the logo design simple is a must. Busy logos with lots going on and that are too loud are more than likely going to deter clients. Logos are best served clean, simple and smart.

Consider colour

Colour is an important consideration when designing a logo or brand. They’ve been found to symbolise different emotions and further help represent your business ethos. As a new business looking to set up a brand and create a logo, you should consider what colours will best represent your business.

Red: excitement, active and bold

Pink: warm, respectful and intuitive

Purple: creative, original and distinguished

Green: balanced, positive and growth

Blue: trust, dependable and strength

Orange: friendly, confident and cheerful

Yellow: optimistic, clarity and warmth


Trends change and most importantly, businesses change. All the biggest brands have gone through logo evolutions, Apple, Adidas and Starbucks to name just a few. So when designing a logo, it’s important to consider if things do change, how easy it would be to adapt your logo.

Make the logo recognisable

The ideal is to have a logo that becomes synonymous with your brand and is recognisable to your target audience, and beyond. Considering all of the above factors will help towards achieving this goal and creating an effective logo design.

Get in touch

If you need some help with your logo design, then get in touch today. We’d be happy to give you some tips and advise you on how we can help create a logo that will become a vital part of your business.

Branding design services from Alchemist

Your branding design, coupled with your approach to clients, can change how consumers feel about your company and ultimately influence their buying decisions. This is why it’s so important to get a brand that reflects your business’ tone and voice and resonates with your target audience.

branding design services

Successful branding sets a positive precedent and helps to develop trust and loyalty with your customers. Having a recognisable and well received brand encourages customers to return for repeat business and makes you more likely to become an industry leader

What we can do at Alchemist is work closely with you to design a brand that will become an integral part of everything your business does. We’ll make sure the branding design is reflective of your business and your business’ offering.

At Alchemist we specialise in creating bespoke logo designs for a whole range of industries but part of our wider offering is our branding design services. An effective logo is just a small part of developing a whole brand. Your brand involves everything that comes into contact with your audience, from text fonts and colour schemes to even the way you communicate with people.

As a part of our branding design services we currently offer the following:

  • logo design
  • stationary design
  • strapline/tagline
  • website design
  • graphic design


As well as helping new businesses with their initial branding design we have experience in rebranding established companies. Rebranding can be a difficult process as you have to find the balance between maintaining your existing customers and attracting your new audience. At Alchemist we have successfully helped companies to change their branding whilst avoiding any confusion from customers and the industry.

Get in touch if you’re interested in a rebranding your business.

If you’re looking for help with your branding design please get in touch today for an informal chat about your business. During our 3 step design process we’ll get to know your business and create a brand that you and your company will be proud of.

The importance of a custom logo design

As a business, your logo is a visual representation of yourself and how you operate. It sets the tone for what customers first expect the business to be like. A custom logo design is the first step in differentiating yourself from competitors and setting your business’ tone.

custom logo design

It’s the custom enhancements of a logo that influence people’s opinions and get customers to take a business seriously. Popular logos are so recognisable, which is why it’s important to create a custom logo that will become synonymous with your business.

It is easy to create logos with fonts, colours or styles that are similar to other more recognisable brands. This is a sure fire way to make your logo less recognisable to your own brand and make it less impactful. This is something that we work hard to avoid at Alchemist.

Our custom logo design service comes at a flat rate of £495 and includes a three step process. We will have the initial briefing with yourselves to establish your requirements and specifications. We will then create the custom logo and have a handover to ensure that we have created something that you love.

We have many years of experience in creating custom logo designs for a wide portfolio of clients. From racing drivers to architects and clothing stores, we have worked with a variety of different industries.

Take a look at our portfolio of custom logo designs here.

More than just custom logo design

Creating a custom logo design is the first step in developing your corporate identity. Once we have completed the logo this can be transferred onto marketing materials to develop a corporate identity that is uniform and recognisable across different platforms.

Straplines, stationary and general marketing materials are just some of the services that we provide once the custom logo has been designed.

If you’re looking for a professional, stylish and custom logo design for your business then please get in touch today. We are happy to have an informal chat based on your personal requirements and establish how we can best help.

Build your corporate identity with our graphic design agency in London

At Alchemist we provide a range of graphic design services from our London based studio. We are committed to delivering our clients with a full brand to represent their business, both online and in print.

graphic design london

Branding is a key factor in all businesses. It is what a customer first sees and how they build their initial expectations of you and your business. This is why it is essential to create a presence that your target audience will love.

We specialise in creating custom logo designs and producing memorable and professional corporate identities through graphic design is something that we feel passionately about.

At Alchemist we can support you in all aspects of building a brand. From the initial logo design to the slogan and any further marketing materials. With over 25 years of experience in graphic design and a wide portfolio of clients in a range of different industries, we love taking on new challenges.

What our graphic design services can produce

In order for a company’s brand to become memorable and recognisable it is important for it to feature on all your business materials. Our graphic designers can transfer branding onto a number of items:


Our graphic designers can incorporate your brand onto any office stationary, including business cards, letterheads and envelopes.

Find out more about our stationary offering.

Marketing materials

Consistency is key when it comes to creating your corporate identity. Any marketing materials associated with your company should be cohesive in representing your brand. Menus, posters, uniforms and flyers are just some of the things that can be branded to create a consistent image on all materials.

Electronic files

Once our designs are finished we transfer full copyright over to you – that includes digital and print files.

Find out more about our design costs.

If you are looking for a graphic design agency in London, then look no further. We appreciate the importance of quality company branding and the positive effects that it can have on a company’s profile. Get in touch today to discuss your specific requirements, we will be more than happy to help.

Our approach to bespoke logo design

Bespoke logo design can make a real difference to your business. But the steps to getting a custom logo for your company don’t have to be complicated.

At Alchemist, we do what we can to simplify the design process. We have a clearly defined design stages and fixed costs. This makes it easy to get a high quality logo design for your company.

Our logo design service costs just £495.

In house design team

We don’t outsource to cut costs. We create all our logo designs in house at our London and Henley design studios. Each design from Alchemist benefits from experience of Creative Director, Martin Christie.

Martin has worked in branding and graphic design for over 15 years. Having worked in both London and Singapore, he has a diverse range of styles and approaches that suit any business. This allows Alchemist to produce exceptional, cost-effective designs that clients can be proud of.

The bespoke logo design process

Each of our bespoke logo designs starts with the same creative process:

  • Briefing
  • Design
  • Handover

We can also provide stationery design, business strapline, and website design services. Contact Alchemist to find out more.

Briefing your logo design

Before we start, we need to know more about your business. We’ll ask you to send information about your company that will feed into the design of your logo. This ensures that your logo effectively represents your business.

We need to know:

  • your company name
  • the products or services you provide
  • who your target market is
  • what style of logo you would like – for example: expensive, modern, dynamic
  • if you have a preference for a text based design or an icon based logo.

If you have any other ideas or requirements you can feed them in at this stage. We will then incorporate your ideas into the design.

The creative design process

Once we receive your deposit of 50%, we’ll use the information that you have provided as a brief for your bespoke logo design.

We’ll start by developing four initial designs for you to feed back on. We’ll take on board your comments and iterate on the designs until you’re happy with your logo.

Handing over your custom logo design

Once you are happy with your logo, we will supply you with a full set of digital files. This enables you to use your bespoke logo design immediately across your website, in print and on any promotional materials.

Find out more about our bespoke logo design service

If you’d like to learn more about our logo design services and how we can support your business please contact Alchemist.

How professional logo design can help your business

Your logo is a key asset for your brand. It’s often the first touch point for your clients, defining how they perceive your business. This makes professional logo design key to ensuring that client’s first impressions of you are positive.

Logo design has a long and illustrious history, from use of hieroglyphs and symbols in Ancient Egypt and Greece to the heraldic symbols of wealthy families and the more recognisable logo designs used by guilds in the 13th Century. Logos became more important at the beginning of the 20th century, with the introduction of colour printing and the rise of the advertising industry.

Read more about the history of logo design.

logo design

The two main approaches to logo design

Logo designs typically fall into one of two categories:

  • text based logo designs – where the logo is made up of stylised words
  • icon based logo designs – where an image or icon is used alongside text.

Both types of logo design have their merits, but icon based logos allow the icon to be used separately from the brand name on products and in multimedia applications.

Our logo design service can support you in finding the right approach for your business. We can experiment with a range of logo designs and provide you with recommendations.

Our process for logo design

At Alchemist Logo Design, our logos are all designed in-house by a team with many years of experience.

We’ll work with you to develop a logo design brief that will form the basis of our work. This will help us to understand the nature of your business and your values. We’ll combine this information with our expertise and knowledge of best practices in logo design. We will then develop four custom logo designs for you to review and make a series of amendments before fully designing your chosen logo.

We use industry ­standard software for our logo designs and provide them to you in vector format, which ensures that you can use your logo in high quality for any branding application.

Find out more about our logo design process.

Copyright of our logo designs

We transfer full copyright of the logo designs that we produce, which means that you can make use of your logo in any way you choose. We will have no legal right to use your logo without your permission.

How much does logo design cost?

A great logo design can bring your business benefits that will greatly outweigh its cost, but we know all companies have to work to a budget. As such we offer a fixed­cost logo design service where we agree a fee at the beginning of the project with no further hidden costs.

Our logo design services start at only £495. We also offer a range of additional services, such as stationery design and strapline development.

Find out more about the cost of our services.

A Premier Hullabaloo

As someone who happily lets sporting activities in all its forms pass me by it’s not often I become excited by anything from that world.  Of course, I have moments of patriotism when England or team GB play something in an international stadium, but I am quite content with listening to the 5 minute summary on the news.

Naturally, I find the Nike tick an impressive device, along with their “Just do it” slogan, but that is where my interest ends.  Sporting logos, like all others, are omnipresent in our modern lives. They are the old school crest of the sporting world. A badge of honour and pride which almost takes on religious levels of passion.  So when an organisation as welded to the public consciousness as the Premier League create a new logo, everyone becomes a design expert.

New Premier League logoThe new Premier League logo, Source: Premier League

On a personal level I do quite like it.  There is a nodding reference to our heritage and that of the Premier League with the use of the Lion, the font is sleeker and more modern than its older counterpart. Having never sat down to watch a football match on TV, my positive view of this logo, based purely on logo aesthetics and font relationships is nothing compared to those of the passionate fans who voiced their contempt on Twitter and other social media platforms.

I have a slightly different view of the Beautiful Game than many of my colleagues. I am often told that if I went to watch a match, live, the vibe in the stadium would give me a huge buzz and the mass hysteria of team comradery would cause an epiphany in my thinking!  Well the cost of a ticket prevented any hit of an epiphany occurring.

As most enthusiasts of the sport will know, Barclays Bank announced back in 2014 it would not renew their £40m-a-year deal in the wake of the sexist emails scandal, just to remind you Premier League chief executive Richard Scudamore sent and received emails, in which women were referred to as ‘big t***ed broads’, so the bank, which after its own multiple scandals, had decided to distance itself from the League. Mind you, Sky and BT Sport are now paying a record £5.1billion for TV rights from the start of the 2016 season, so it might equally be fair to say that Barclays feared the cost of the next sponsorship would also have risen considerably too.

Since their withdrawal, it was obvious that something had to be done about the Logo for the 2016 season, as their old logo clearly was no longer appropriate. Awash with cash from Sky and BT, it seems that the Premier League has voted not to have a sponsor for the 2016-17, however it is pretty clear that their new logo has been designed with the idea that, should they find themselves looking for a few coppers down the back of the sofa, a new name could be added at the last minute.  As they say in the business – watch this space!

Old Premier League logo

A World of Colours

pencil ends

Have you ever been green with envy, seen red or had the blues?

In the UK it is common knowledge that certain colours affect people’s moods, with red creating passion be that positive or negative varieties and yellows are supposed to have a calming effect yet is this the same the world over?

The Inuit have 17 words for white, based on snow conditions, while the word orange did not exist in English until 150 years ago (a Robin does not have a red breast, it has an orange one, but we didn’t have a word for that colour).

Around the world, colours have very different meanings in certain cultures, so now I have a golden opportunity to talk about colours and meanings – I’m tickled pink!


In the West it is associated with purity and cleanliness. Brides wear white dresses as a sign of virtue. In the East, China and Korea for example, white is the colour of death, mourning and bad luck. It is the colour worn at funerals. In Latin America it is associated with the Catholic faith, of Angels and the Pope.


In the west, black is the colour of mourning, of bad luck and witch craft. Sometimes associated with the devil, night, lies and danger. In Africa black is worn by those in power, men in dark suits. In the Middle East it represents rebirth.


Blue has been a sacred colour for many religions, dating back to long before the Virgin Mary wore it in the Bible.  However in the West, if we feel blue we are unhappy, yet conversely a Bride would choose to wear “something blue” on their wedding day.  It is often viewed as a cold colour, unfeeling. In America, blue is the chosen colour for the IT industry as well as many banking institutions which represents impartiality and fraternity. In Turkey the colour blue is used to repel evil, people often have blue glass eyes in their house or on their jewellery. In North Eastern cultures, blue is associated with immorality, while Hindus associate blue with Krishna, their divine embodiment of love.


yellow ribbon

In the UK yellow brings images of a warm sunny day to mind, so it is hard to imagine it as having any association with bad luck. However in Germany it represents pure envy. There is another meaning of yellow, which dominates in the American West and that is the association of yellow being the colour of cowardice. Yellow ribbons have also been used as an international protest colour. Hong Kong recently had a Yellow Umbrella protest against Chinese influence in their government.


Envy is the word which springs to mind in my British head. In the middle ages, it was the colour of fairies, elves and pixies. In Shakespeare’s time, when he first wrote Midsummer Night’s Dream is it highly likely that Puck and his friends would have been green skinned. Green is also a colour representing fertility, green shoots, green buds; Ireland has the Emerald Isle, due to its lush, fertile landscape. It is the national colour of Mexico and representative of luck, wealth and fortune however in the Far East it means infidelity.  A Chinese man would never wear a green hat as it means his wife has been unfaithful. In Indonesia the colour is virtually forbidden altogether.


Royalty, wealth and power are all attributes associated to this colour in the west. It indicates power and luxury too. In many cultures purple is the colour of the senior ranks of religious institution. The highest ranked Buddhist monks wear purple robes as do Catholics of note, though in Brazil it is a colour or mourning. The Purple Heart is given to American soldiers for their bravery.


The final colour in the cultural line up is a powerful one indeed. Even in the British culture it has a complex muddle of emotions. It is wrapped in passion, danger, violence and the devil – seeing red, a red letter day etc.  On the positive side, Father Christmas wears red! Red roses symbolise passionate love. In China there is no luckier colour than the colour red.  Over Chinese New Year (in about 2 weeks’ time) you will see the streets bedecked with red dragons, red lanterns and red signs.  In fact China’s association with the colour red is so strong that it may be why it is also the colour often associated with communism.

chinese lanterns

When we create new logos for our wonderful clients, we will always ask them if they have any international trade links as we do not want our chosen colour palette to offend and therefore negatively impact on their business.

If you want to be sure that your logo is culturally appropriate, contact us today via

The Colours of Christmas

frosty leaf

Christmas is associated with many colours however the most dominant are Red, Green and Gold. At Alchemist we are very aware of the association of certain colours to a wide variety of emotions (red = love), cultural influences (gold = wealth) and social perceptions (green = environmentally conscious). As Christmas draws near we thought we would share a few of our favourite stories about how Red, Green and Gold became the Colours of Christmas. .

Red: Santa, Apples, Robins and Berries

There is a myth that Santa Claus became red as a result of the Coca-Cola advertisements, however this is far from true. The story of Father Christmas is based on that of Saint Nicholas, who was a 4th Century Greek bishop, as such he wore a red cassock. Bishop Nicolas had a reputation for secret gift-giving. People had to take off their shoes before they entered the church. Nicholas would put coins into the shoes of poor children who left them on the shelves outside the church during Advent (the lead up to Christmas).  In Holland, children leave clogs by the door, whereas we leave stockings by the fireplace.

During the middle ages, Christmas plays were performed in the run up to Christmas. The most popular was the Paradise Plays, which were the stories of Adam and Eve. They used Pine Trees with red apples on them although the bible never actually calls the forbidden fruit an Apple. Even then the colour Red was associated with both passion and danger.

In addition to this, the first Christmas cards had pictures of Robins delivering gifts or messages. Although Robins actually have orange chests, there was no word for Orange until the 18th Century, so the Robins were painted with decidedly red chests. The Robins was a nick name given to the postmen in Victorian times, who of course wore a red uniform.

Green – Holly, Mistletoe and Christmas Trees

“Deck the Halls with Boughs of Holly” is a traditional Christmas song which was written in 1877, although the tune it was sung to was actually written in the 1700s. Green is one of the few colours which survive in nature during the long winter months. The idea of holly being associated with this time of year is actually a Roman tradition, which celebrated Saturnalia – a December festival that honoured the god Saturn.  During the Saturnalia festival, holly wreaths were given as gifts.

During Roman times it was thought that Christ was actually born during the spring rather than December.  The 4th Century Catholic Church in Rome moved this birthday in order to have 2 festivals, Christmas and Easter. They chose Christmas on December 25th in order to outdo the Saturnalia festivities, and the Jewish Passover.

I love mistletoe.  About two hundred years before the birth of Christ, mistletoe was used by the Druids to celebrate the coming of winter in Pagan Britain.  Then, as now, it was hung over the door of dwellings and people could steal a kiss. The Church were not happy about all this public displays of affection, so they decided to replace mistletoe with holly as the traditional Christmas floral arrangement.  I’m guessing they didn’t succeed as we still have sprigs of it 2000 years later!

We all know that Queen Victoria’s husband, Prince Albert of Saxe-Coburg and Gotha is said to be responsible for the arrival of the Christmas tree to Britain.  In the days before vacuum cleaners and household cleaning products, people used to freshen up their houses by putting fragrant plants in them.  During the winter months the evergreen pines gave homes a wonderful fresh scent.

christmas decorations

Gold: Stars, Angels and Royal Gifts

The gold association is more directly from the bible.  It reflects the gift of Gold given the baby Jesus by the Three Wise Men. Often depicted as Kings in children’s nativity plays, they are actually referred to as Magi, the learned spiritual leaders of the time. We really don’t know the names of the magi because the Bible doesn’t tell us. In fact, the Bible is silent on how many wise men visited Jesus. However, tradition has it that The Three Wise Men who came to seek and honour the infant Jesus were named Gaspar, Balthasar, and Melchior. The Wise men followed a gold star, and the Angels are always depicted as being golden, or having golden wings.  The halo above the holy family was always painted in gold leaf too.

So now when someone says that Santa was red because of Coca-Cola, or talks about The Three Kings or Holly being a Christmas traditions, you can set them straight.

Merry Christmas everybody!

Our 5 Favourite Christmas TV Ads

I have a confession.  I get a bit “Bah Humbug” at this time of year. I swear to goodness that Christmas cards and decorations started showing up on supermarket shelves at the end of September. During the month of October there is a steady drip feed of festive commercialism until that day, in November, when John Lewis launch their Christmas TV ad and the Yuletide Bandwagon goes from a gentle plod into a full gallop, before the final frantic charge during the second week of December!

Normally I am not a huge fan of the John Lewis Ads. Last year we had penguins, the year before it was bears and hares, but this year there was something just a bit magical about the connection between young and old, being far away but not forgotten. I rather like it.

Despite my aforementioned “Humbugishness” the Alchemist Team and I actually do like well-made Christmas ads. In fact, after the release of the John Lewis Ad, we had a huge debate at the office to see which we think were the best Christmas Ads of All Time. With one surprise, from this year’s crop of Ads, these were the ones which got our votes.

1. The first, and possibly one of the best: Coca-Cola ad “Holidays are Coming”.

Made in 1995 and still going strong.  There is no doubt about the quality of the branding credentials on this one. Still vibrant and well made, 20 years on!

2. The Sainsbury’s Christmas is for Sharing – 2014

This might be an unusual choice for a company whose whole business is based on branding. The ad, created in partnership with the British Legion celebrates Christmas in 1914, during World War I when the British and Germans allegedly briefly stopped their wartime antics for a game of football. Everyone knows it is Sainsbury’s now, but will they know it in 10 years’ time? I am not sure, but it is a very moving ad which you certainly want to watch to the end.

3. Quality Street – Lollipop Lady – 1992

Another classic which has been going for years, but I still like the Sentiment. Nestle’s Quality Street are an inexpensive box of chocolates, which are just enough to say thank you. This Christmas Ad basically asks you to think about all the people who help you in your everyday world and asks you to remember them at Christmas too.

4. Harvey Nichols – Sorry I spent it on myself – 2013

This is not me being bah humbugish, it still makes me giggle 2 years later as there have been so many times that I have bought gifts for people, and their reaction has been less than delighted, so I wished that I had actually spent the money on myself.  This is just brilliant AND the branding is unmissable.

5. Duracell Batteries – 2015

I like this ad but it is American.  Being a parent, I end up stock piling batteries in every conceivable size and style as I have painful memories of being given a Scalextric for Christmas when I was a child. Back in those days the shops were shut for days and days over Christmas.  I had to wait for at least 4 days to get batteries at my parents hadn’t got any in the house.  I also love watching my kids with their imaginations on fire – creatives hey!

We hope you enjoy this festive trip down memory lane! You can see the latest projects we are working on by clicking here


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