When people think about logos, they often think about icons. The Nike swoosh. The Target bullseye. The Apple… apple.
So naturally, when we’re creating logos for our own businesses, we start thinking about what kind of icon could represent what we do.
A muffin for a bakery. Scissors for a hairstylist. A little house for a real estate agent.
But here’s a piece of logo design advice that might surprise you: I usually encourage my clients to do exactly the opposite – nix the icon altogether!
Especially if you’re DIYing your branding.
Here’s why.
Your business is going to evolve (probably faster than you think)
When you’re first starting a business, you’re going to evolve. And you’re probably going to evolve quickly.
Your services might change. Your audience might shift. You might discover that the thing you thought would be your whole business is actually just one small piece of something much bigger.
And suddenly, that little muffin you built your whole logo around doesn’t make quite as much sense anymore.
Of course, there’s nothing wrong with changing your logo as your business grows. Rebranding is a perfectly normal part of running a business.
But if we can create something that has the flexibility to grow with you from the beginning, why wouldn’t we?
Why I love text-based logos for personal brands
That’s why I almost always recommend starting with a simple, well-designed text-based logo.
A text-based logo (sometimes called a wordmark) uses your business name as the primary visual element, rather than relying on an illustration or symbol.
And before you start picturing your business name typed out in Arial and calling it a day, hear me out. 😂
Simple doesn’t have to mean boring.
There are some really fun, personality-filled fonts out there. Fonts that feel elegant, playful, bold, nostalgic, feminine, artistic, or just a little quirky.
And when you pair the right typography with thoughtful spacing, color, and composition, you can create a logo that feels incredibly distinctive without needing an icon at all.
The beauty of a text-based logo is that it doesn’t have to explain what you do.
It just has to represent who you are.
And that’s a pretty important distinction when you’re building a personal brand, because what you do might change over time.
Does that mean your brand shouldn’t have an icon?
Absolutely not!
I actually love a good brand mark. Or even a little mascot of sorts.
But there’s a difference between creating a unique, timeless symbol that represents your brand and choosing an illustration simply because it represents your industry.
If you’re going to make an icon a permanent part of your brand identity, I think it should be simple, recognizable, and meaningful enough to stand the test of time.
And it should still make sense if your business looks a little different five years from now.
Otherwise? Let it be temporary!
Have fun with illustrations, patterns, graphics, icons, and all the other little elements that make a brand feel like a brand.
You can create a fun illustration for a new offer. Introduce a seasonal graphic. Play with different patterns, photography styles, or little visual details that reflect where your business is right now.
Those things can change as you grow.
Your foundational logo doesn’t have to.
Build a brand that gives you room to grow
And I think that’s the part I really want to drive home here.
You don’t have to have every little piece of your business figured out before you start showing up professionally.
You don’t need the perfect icon that somehow captures every service you offer, every value you hold, and every direction your business might eventually take.
You just need a solid foundation.
Something that feels like you, looks professional, and gives your business room to become whatever it’s going to become.
And then? Give yourself permission to play with the rest.
Because chances are, the business you’re building today is going to look a little different a year from now.
And that’s a good thing.
Ready to DIY your own brand?
This idea of building a flexible foundation is a big part of why I created DIY Your Dream Brand.
It’s not just about creating a brand that looks good today. It’s about understanding the pieces of your brand identity and how they work together, so you can confidently grow and evolve without starting from scratch every time your business changes.
If you’re ready to build a brand that feels like you (and has room to grow with you), check out DIY Your Dream Brand here.
