Designing a logo might seem simple, but it’s so much more than picking colors and shapes.  

Logos get a lot of airtime – so much so that a logo might feel like the most important element of your brand. But, it’s important to remember that even though your clients will think of your business when they see it, it doesn’t define your brand and it’s not the full picture—it’s a design element that supports your story. Think of it as a symbol that speaks to the deeper narrative behind your business. Without a strong, clearly-defined story, even the most beautifully designed logo is just decoration.

At Blok, we’re passionate about capturing the essence of what makes our clients’ businesses one-of-a-kind. Let’s face it: there are countless real estate agents out there. But we believe none of them fit neatly into a cookie-cutter template. Every agent has an approach, personality, and story that can set them apart. That’s why the best logos don’t just look great—they feel like they belong to you and no one else.

Our goal at Blok is to help you create a logo that feels like it was made for one in a million, not one of a million. If you’re thinking about a new logo—or even a rebrand—here are some essential insights from our creative lead, Pete, to help you think through the process.

1. Teamwork Makes the Dream Work

Your logo is a reflection of you, and creating one that feels authentic takes collaboration. Be prepared to share what drives you, what makes your business unique, and the clients you love to serve. The more your designer understands your story, the better they can create something that resonates.

That said, trust your designer to bring their expertise to the table. They’ll help translate your vision into a logo that’s not just beautiful but also effective. Remember, great logos rarely happen in one shot—it’s a process of refining and honing the design until it fits perfectly.

2. Start with Your Brand Identity

Your logo is just one piece of the brand puzzle, so it’s crucial to define your identity first. Ask yourself:

• What does my brand stand for?
• Who are my ideal clients, and what resonates with them?
• What feelings or experiences do I want to evoke?

A well-defined identity gives your logo purpose, turning it into a meaningful visual that supports your story – and your design team should guide you in articulating your brand identity before moving on to logo creation. The bonus? Once you’ve nailed down your identity, everything else—your website, marketing materials, and social media—will align easily.

3. Tap Into Emotion

Your logo should do more than look good—it should feel good. Whether it’s trust, excitement, or comfort, the emotions tied to your logo shape how clients perceive your brand.

Think about it: Do you want clients to feel a sense of professionalism and reliability? Or do you want to spark joy and optimism? These emotional cues will guide your design choices, ensuring your logo resonates on a deeper level.

4. Choose Colors That Speak for Your Story

Colors aren’t just visual—they’re emotional. Blue builds trust, green feels fresh and harmonious, and orange brings energy and warmth. Neutral tones like black and gray offer sophistication and simplicity. Perhaps there are colors that speak to your heritage, your community, your state?

Consider how your colors align with your story and where your logo will appear, from yard signs to business cards to social media. A strong color palette should support your narrative while being versatile enough for all applications.

5. Icon or No Icon?

Not every logo needs an icon, but if you choose to include one, make it meaningful. Text-only logos can be sleek and impactful, while icons can add depth and personality.

Think about exploring symbols that go beyond the obvious and reflect your unique story. Maybe it’s something tied to your community or a design element that speaks to your values. A personal and thoughtful icon makes your logo feel uniquely yours.

6. Typography as Part of the Story

Fonts are more than aesthetics—they set the tone for your brand. Serif fonts (fonts that have decorative lines at the edge of each letter, like Times New Roman) feel classic and timeless, while sans-serif fonts (those without the edges, like Arial) offer a modern and clean vibe.

Whatever you choose, prioritize readability. A beautiful but hard-to-read script might look elegant, but it won’t serve your brand if it confuses clients. The best typography enhances your story while keeping things clear and professional.

7. Timeless Over Trendy

Trends come and go, but your story should stand the test of time—and so should your logo. While it’s fine to refresh your brand down the line, aim for a design that feels enduring rather than trendy.

Timeless logos often share a few qualities: simplicity, clarity, and adaptability. They don’t try to do too much, focusing instead on creating a strong, lasting impression.

8. Keep It Simple, Strong, and Versatile

The simpler your logo, the stronger its impact. Your logo needs to look great in every context, from a business card to a billboard, without losing its essence. Be cautious of thin text that could become illegible in small formats, and on the flip side, avoid a logo that is cluttered with too much detail. You want a logo that is recognizable and readable at every scale.  

Above all, your logo should be memorable. It’s not just a decoration—it’s a symbol that supports your story and helps clients instantly recognize your business.

9. Don’t Forget the Admin Details

Once your logo is ready, make sure you have all the essentials:

• Large high-resolution raster file for print (jpg, bmp, gif, png or tiff)
  • Raster images are made up of pixels, or tiny dots. The smaller the file, the less pixels and the grainier the logo when scaled to a large size – that’s why it’s essential to have a very high quality raster version of your logo for print.
• Vector version for digital use (svg, ai or eps)
  • Small in size and easily scalable without quality loss, a vector logo is a must-have for digital printing, websites and animations.
• Transparent backgrounds for flexibility.
• Color variations for light and dark backgrounds – such as a black version, white version and full-color version.

A style guide is also a must—it ensures your logo stays consistent across every platform and touchpoint.

Designing a logo isn’t just about creating something visually appealing. It’s about creating a piece of your brand that supports the full story—one that reflects your values, connects with your clients, and grows with your business. 

At Blok, we believe every agent has a unique story worth telling. And we’re here to help you bring it to life. For more insights into ways that you can use storytelling to connect with your clients across your brand, click here.