When you think of iconic brands, what comes to mind?
Probably not a product. Not even a slogan.
It’s usually the logo.
The golden arches. The Nike swoosh. The bitten apple.
The best logos are simple, bold, and instantly recognisable, even without words.
And yet, so many businesses still treat their logo as an afterthought.
In this blog, we’re going to break down exactly why your logo matters more than you think, not as a piece of design, but as the foundation for how people see, trust, and remember your brand.
We’ll also walk you through the design process we follow here at Surge, so you know what to expect if you're considering a rebrand.
Let’s get into it.
A Good Logo Isn’t About Looking Good
Your logo isn’t just a graphic. It’s a tool.
One that works hard, across signage, business cards, social media headers, vehicles, uniforms, websites, proposals, emails, merch, packaging, app icons, and more.
It needs to:
Work at large and small sizes
Look sharp on light and dark backgrounds
Adapt for print, web, and signage
Be easy to read and easy to remember
Still function in black and white if needed
We approach every logo with versatility in mind.
Because a great design isn’t just beautiful, it’s practical, recognisable, and scalable across everything you do.
The Impact Of A Bad Logo
Let’s be blunt. A bad logo does more damage than you think.
It can make your business feel dated, unprofessional, or just forgettable.
And the problem is, most people won’t tell you that. They’ll just bounce.
A logo that looks homemade, pixelated, or off-brand sends a message.
And it’s not the one you want.
Our Logo Design Process At Surge
Designing a good logo isn’t about throwing a few shapes together and hoping for the best.
It’s a process, one rooted in research, clarity, and collaboration.
Here’s how we do it:
1. Brief
We start with a discovery process to understand your business properly.
What you do, why you do it, where you're headed, and who you’re trying to reach.
We’ll ask about competitors, target audiences, brand values, and where your logo will actually be used.
From this, we build a clear set of design objectives: your logo needs to do this, this, and this.
These objectives guide every decision that follows.
2. Research
This is where we roll our sleeves up.
We dig into your market, study competitors, look at trends, and get a feel for what will (and won’t) resonate with your audience.
We look for opportunities, ways your logo can stand out, not blend in.
3. Concept Development
Then we hit the sketchpad.
Every idea starts with pen and paper.
We explore different directions, styles, and shapes, using word-mapping and brainstorming techniques to spark creative ideas rooted in your brand story.
Once we’ve got a strong shortlist, we’ll bring those ideas into Adobe Illustrator and start refining.
We’ll test different colour palettes, layouts, and treatments until we land on designs that balance style and substance.
4. Presentation
We’ll present you with a focused selection of logo concepts, not a cluttered mood board of random ideas, but real designs applied in real-world contexts.
Think: mockups on signage, print, digital, vehicles, whatever’s relevant to your business.
We’ll explain why each concept works, and how it ties back to the goals we set together at the start.
5. Revisions
Logos are a collaborative process, and your input matters.
If something isn’t quite right, we’ll adjust it.
Font tweaks, colour variations, layout shifts, we’ll make sure you’re 100% confident before signing anything off.
(And if none of the options land? We go again. No egos. No pressure.)
6. Final Files & Support
Once approved, we’ll supply your new logo in all the formats you need, for web, print, signage, embroidery, social media and more.
And if you need help using them or setting up your brand assets, we’ll be here.
Why It’s Worth Doing Properly
We get it. Logos can feel like a ‘nice to have,’ something you’ll revisit later when the business is bigger.
But in a digital-first world, your logo is often your first impression.
People make snap judgements. They scroll fast.
They decide whether they trust you in seconds.
And whether you’re a startup or scaling up, your logo plays a crucial role in shaping that decision.
The right logo helps your brand feel:
Credible
Professional
Memorable
Different
It’s a signal to your audience that you take your business seriously, and they should too.
Final Thought
A great logo won’t fix your business.
But it will give your brand the visual identity it deserves.
One that reflects who you are, what you do, and why it matters.
If your current logo isn’t doing that, or if you’re starting from scratch, we’d love to help.
Get in touch, and let’s build something you’ll be proud to put on the side of your van, your website, your emails… and everywhere in between.