There are few things in life more powerful than a strong, well-designed logo.

Thus, logo design isn’t for the impatient designer; it often requires countless hours of researching, concepting and revising before nailing that final, beautiful end product. Why? In short, there are an infinite number of considerations to abide by when designing a logo for a company, product or other entity. Just five of these logo design tips, however, will provide a great foundation for starting the thinking process around designing a logo.

1. Size

Likely, your logo will be used in a wide variety of settings and sizes, and therefore, should be able to grow and shrink without losing the message it’s trying to communicate. For instance, a beautifully detailed logo can be striking when splashed across your store window or your full-width website header; but will all of these detail translate properly when the logo is downsized to fit a tiny business card or something even smaller?

logo design tips: 5 things you have to consider

2. Color

Color is a telling component of your logo design. It can help tell the story of your brand by portraying a particular personality. If you’re not already familiar with the basic emotions evoked from color, this article is a great starting point for how color impacts emotions and behaviors. Often, it’s not just one color that will tell your story, but the correct combination and weight of different colors that will create a specific feeling within your customers and visitors.

Regardless of what color (or colors) you choose to use in your logo design, it’s always a good idea to create additional variations of your logo as all white and all black; depending on the use of your logo going forward, this allows you a couple of alternatives when your original logo just doesn’t stand out as well on different colored backgrounds.

logo design tips: 5 things you have to consider

3. Application

Where and how will your logo be used? Most obviously, you will have it proudly displayed on your website, your business cards and your packaging; but what about beyond that? Think of all of the ways you might flash your logo in the future. Maybe you’ll create t-shirts, coffee mugs or pens to give away at an upcoming trade show. Perhaps you’ll print it on the back of stationery or sell window decals featuring your logo. Spend some time thinking about all possible applications of your logo and what limitations may arise because of them.

logo design tips: 5 things you have to consider

4. Variations

Your logo might not just be one logo. While you’ll have a standard logo that will be used 90% of the time for everything related to your business or product, it’s never a bad idea to create variations of your logo that will make it even more adaptable. Does your logo already work perfectly on solid black AND solid white backgrounds? If not, take some time to build out variations that will achieve both. Figure out how to simplify your logo to it’s most basic form to create an abbreviated version of your logo that can be used throughout presentations or on tiny applications that won’t be as distracting as your standard, full-size logo. Will your logo be foil stamped for any reason? Accommodate all of these possibilities now by building out variations of your logo; be sure to specify which logo variation is to be used for which application in order to avoid confusion and dilution of your logo use in the future.

logo design tips: 5 things you have to consider

5. Emotion

While this final point could be an entirely separate post in itself, the emotion your logo portrays to others has the power to cause further engagement or cause immediate disinterest. Study the overall aesthetic of your logo; is it wound in curvy lines, a delicate font and calming color palette of blues and greens? Or is it composed of a heavy font, thick, cartoonish lines and a bold palette that exudes playfulness? Be sure that your logo is not only consistent in the message and tone it portrays, but also that it gives off the correct personality for your company or product. Experiment with variations of line thickness, font choice and style, color, and iconography to test what happens when you change an element of the logo and what that did for it’s tone. Unsure if it’s evoking the right emotions? Ask around. Use the logo in beta form on your website or call on your contacts for an informal study.

logo design tips: 5 things you have to consider