Your logo is the face of your brand. It’s how customers recognize you on a crowded shelf, remember you later, and decide whether to trust what’s inside the package.
But here’s the thing: your first logo doesn’t have to be perfect. It just needs to be simple, legible, and versatile enough to use across light and dark backgrounds. Overthinking your first design can cost you time, money, and focus you could spend on getting into the market and learning from customers.
At Union Kitchen, we’ve seen hundreds of food founders go through this process. The brands that succeed start with something clean and adaptable — not overly detailed or expensive.
We once worked with a founder building a fun, kid-focused snack brand. To make the packaging more engaging, he wanted to include a different “brand character” for each flavor.
It was a creative idea — each SKU would have its own little mascot that tied into the product’s story. But to make it happen, his designer had to create five separate logo versions: one for each flavor, plus a light and dark variation of each.
That meant ten total logo files — before a single package hit shelves. It took months longer than expected and cost several thousand dollars in design time.
The result looked great, but it wasn’t scalable. The founder quickly realized that managing multiple logo versions made every update — even a small one — expensive and time-consuming. He instead migrated to included characters on the packaging but keeping his actual logo simple and clean.
The lesson? Your logo doesn’t need to carry all the storytelling weight. Keep it simple. Let your packaging, copy, and marketing tell the rest of your story.
💡 Pro Tip: If you're part of the Union Kitchen Accelerator, ask us for recommended designers who are pre-vetted. We're set up to help you avoid costly mistakes that slow down your progress.
A strong logo is:
Simple. Easy to read, easy to print, and easy to recognize.
Flexible. Works in color and black-and-white, large and small, digital and physical.
Memorable. Distinctive enough to be recognized at a glance.
Timeless. Not overly trendy or dependent on one design fad.
The best logos grow with your business. They look just as good on your first bag of chips as they do years later on national shelves.
There are four main types of logos. You don’t need to memorize these — just choose the approach that fits your stage and your goals.
Font-Based / Wordmark
Uses stylized typeface treatments of your business name. Best for unique names or early-stage companies that need clear, memorable branding (e.g., Google, Fender).
Service Product / Iconic Illustration
Visual representations of your offerings or personality. Works well for brands influential enough to be recognized by symbol alone.
Abstract Graphic Symbol
Imagery that complements your brand’s personality. Best for larger brands that have the resources to build symbol recognition (e.g., Nike swoosh).
Combination Marks
Pairs a symbol with a typeface. The most popular and effective option, spelling out your company’s name alongside a visual identity.
When working on your logo, follow these rules:
Start in black and white. If your logo doesn’t work in grayscale, it won’t work anywhere else. Add color last.
Test it small. Your logo should still look clear and legible when it’s printed on a small pouch or bottle cap.
Check it on light and dark backgrounds. You’ll use your logo in different places — packaging, web, signage. Make sure it looks balanced in both.
Limit your colors. Two or three colors at most. Fewer colors reduce printing costs and keep your design sharp.
Don’t overthink it. Your logo doesn’t need to tell your whole story. It just needs to represent your brand clearly and consistently.
Shapes also send subtle messages:
Circles suggest community and inclusiveness.
Squares/Rectangles convey structure and dependability.
Triangles imply energy and alertness.
Curves communicate comfort and motion.
Use these cues intentionally — but keep them clean and uncluttered. Again, don't over think it! The best logos are often simple, clean, and easily recognizable.
Start simple. A clean, legible logo beats an expensive, overcomplicated one.
Design for flexibility. It should look good in light and dark versions, large and small.
Use color intentionally. Align with your category and keep it consistent.
Don’t overthink it. Let your logo introduce you — and your product do the convincing.
Own your files. Always keep editable versions so you can make updates without paying for new designs.