Every founder asks when to do it. Too early, and the logo may not reflect the business as it will really be; too late, and you have already printed or published materials that will have to be redone. The answer depends on what you have already defined, and on your deadlines.
What to define before creating your logo
- The business and the offer: what you sell, to whom, and what sets you apart.
- The name: the logo represents a name; it can't be drawn before the name is settled and checked.
- The positioning: affordable or premium, classic or modern.
- The first materials: sign, website, cards, packaging… they dictate which versions you need.
Putting these down in writing is exactly what a brief is for: see how to prepare your brief before ordering a logo (in French).
When it's better to start early
- Opening premises: signs and window graphics take time to make.
- A trade show, an event or a dated launch: the deadline won't move, so the logo must be ready before the materials.
- Going online with a website or shop, where brand image counts from the first visit.
- Packaging or labels printed in quantity.
When you can wait a little
- When you are still testing a business idea and the positioning may change. See testing a visual identity without blowing your budget (in French).
- When your first customers come through word of mouth and don't need a visual.
- When the name isn't settled yet or hasn't been checked.
Allowing for design time
A professional logo can't be made in a day: between the brief, the proposals, the adjustments and the delivery of the files, allow several days, even a few weeks depending on the package and how quickly you reply. The details are in how long it takes to create a professional logo (in French). The right reflex is to start from your deadline and count backwards, leaving a margin for printing your materials.
Frequently asked questions about when to create your logo
Can you launch a business with a temporary logo?
Yes, as long as it is simple, used sparingly (no large print runs) and designed to be replaced without upheaval. A plain wordmark is often enough.
Should you choose the name before the logo?
Yes. The logo represents a name: drawing it before the name is settled means you may have to redo it. Also check that the name is available before investing in an identity.
More questions about logo design
What Is a Logo and What Is It Really For in a Business?
A logo is the graphic sign that identifies a business: it helps people recognise it, tells it apart and reassures. Read the article →
Is a Logo Required to Start a Business?
No law requires a logo to start a business: it is useful to reassure and identify, but not compulsory. Read the article →
Does a Logo Have to Represent What the Business Does?
Not necessarily: a logo should make the business recognisable, not draw its trade. Read the article →
Should a Logo Have a Symbol, or Just Text?
Both work: a wordmark is the safest choice to start with; a symbol becomes useful for small formats. Read the article →
What Are the Key Elements of a Professional, Memorable Logo?
A good logo combines five qualities: simple, memorable, timeless, versatile and relevant to the business. Read the article →
What Common Mistakes Should Be Avoided When Creating a Logo?
The most frequent mistakes: unnecessary complexity, lack of originality, poor readability at small sizes, and no vector files. Read the article →
How Can a Logo Strengthen a Small Business's Brand Image?
A good logo gives a small business instant credibility and consistency across all its materials, often before the first customer contact. Read the article →
See all questions about logo design →
My take as a designer
The ideal moment is when the business is clear enough to be summed up in one sentence, and close enough to launch that the logo can be used straight away. In between, I'd rather have a logo that arrives a little late than one drawn in a fog.
A logo arrives at the right time when it can be used immediately, without having to be redone.
To sum up
Create your logo once the business, target and name are defined, and before your first public materials.
Allow time before fixed deadlines (opening, trade show, going online), because a logo is built in several stages.
A simple temporary logo can fill the gap, as long as you don't print it in bulk.
