How to Create a Logo for Your Small Business

Short answer

For most small businesses: use Canva (canva.com) or Looka (looka.com) to create a logo yourself in under an hour. If budget allows, hire a designer for something more unique; marketplace prices vary widely, so compare a few quotes. Skip the $500+ agency logos until you're generating consistent revenue.

What makes a good logo

A great small business logo has four qualities:

Simple — readable at 20px and still recognisable. Complex logos look amateur at small sizes.
Memorable — one or two elements that stick. If people can't sketch it from memory after seeing it once, it's too complex.
Versatile — works in colour and in black and white. Works on a white background and a dark one.
Appropriate — matches the industry and audience. A law firm's logo should feel different from a kids' toy shop's.

Option 1: DIY with free tools

Canva (canva.com) — free tier includes a logo maker with hundreds of templates. Drag-and-drop editing. Export as PNG (free) or SVG (paid — worth the $14/month for a clean vector file).

Looka (looka.com) — AI-generated logo options based on your industry and preferences. Free to preview; downloads start at $35 one-time for its Basic Logo Package (Looka pricing page, October 2026).

Shopify Logo Maker, formerly Hatchful (shopify.com/tools/logo-maker) — free; start with your business name and customise an AI-generated logo. Good for a quick, simple mark.

Option 2: Hire a designer

Fiverr — search "logo design" filtered to 4.8+ stars and $30–$100 price range. Look for designers with portfolio examples that match your style. Deliver a clear brief: your business name, industry, target audience, colour preferences, and 3 logos you like and why.

99designs — design contest model; you pay $299+ and multiple designers submit concepts. Better quality control, higher cost.

What to give a designer (or put into an AI tool)

Business name (exactly as it should appear)
Industry and target customer
3 words that describe your brand feel (e.g., "trustworthy, local, friendly")
Colours you like or want to avoid
3 logos you admire and why

What file formats you need

PNG — for web, email signatures, social media
SVG or EPS — scalable vector for print, embroidery, signage. Ask for this even if you don't need it now.
Transparent background version — essential