Naming + Logo Creation 101: How Entrepreneurs Can Design a Cohesive Brand Without a Designer
Most DIY Branding Fails Start With the Name
Before colors. Before fonts. Before logos.
Branding problems usually start with naming. Many entrepreneurs rush this step, choosing names that:
Are hard to pronounce
Don’t scale
Feel trendy today but dated tomorrow
Don’t align with the brand’s future direction
A strong brand name should be:
Easy to say and remember
Emotionally aligned with your positioning
Flexible enough to grow with your business
Distinct within your industry
Before you design anything, ask:
If this brand became bigger than I imagine today, would the name still fit?
That question alone filters out most weak ideas.
Logo Design Is About Restraint, Not Decoration
One of the biggest misconceptions in DIY branding is thinking a logo needs to say everything. Luxury brands rarely do that.
Strong logos are:
Simple
Recognizable at small sizes
Timeless rather than trendy
Built around balance, spacing, and proportion
If you’re designing your own logo, avoid:
Overly detailed symbols
Multiple fonts in one logo
Trend-driven icons that won’t age well
Instead, focus on:
One clear wordmark or symbol
Clean typography
Consistent spacing
Neutral foundations that can evolve
A logo’s job is not to explain your business; it’s to identify it confidently.
Using DIY Tools Without Cheapening Your Brand
Platforms like Looka and other logo makers are popular because they’re accessible. The issue isn’t the tool, it’s how people use it.
If you’re going DIY:
Start with your brand positioning first
Choose typography over icons when possible
Avoid over-customization
Keep color palettes minimal
Think of DIY tools as execution support, not strategy creators. The moment you rely on templates to make decisions for you, your brand starts to look generic.
Cohesion Is What Makes DIY Branding Look Professional
A name and logo only work when they feel like they belong together.
Cohesive branding means:
Your name, logo, tone, and visuals tell the same story
Nothing feels random or forced
Your brand looks intentional across platforms
Even without a designer, cohesion is achievable, but only when you slow down and design with clarity, not urgency.
DIY branding doesn’t mean cutting corners. It means being deliberate within your limits. A well-chosen name and a restrained logo can carry a brand much further than flashy visuals with no foundation. And when the time comes to invest in professional branding, you’ll already have something solid to build on.