Business Set Up (2 of 7)

Let’s Talk About the Science behind Logos

Your Creative Side

Nonprofits and new businesses are on the rise. It’s important to visually set your brand apart from other companies. There are many ways to do this and creating a logo is one of the first steps you should take. Assuming you already have your company name, the next step is a logo. Keep in mind there’s a science to creating a logo and it’s not something that you should have a volunteer create for you unless that volunteer is a graphic designer. 

The Science Behind Color

Color sets a mood. Therefore, the color of your logo should set the mood that you want your customers or donors to feel. Color can demonstrate strength or compassion, weakness or fear. What is the message you want to convey? If you choose wisely then half your marketing job is finished. However, make a poor choice and you may regret the mistake. So what do colors mean exactly? 


Qualities: definite, credible, strength, powerful, precise, professional, direct, accuracy

Best for: construction, corporate, oil, financial, fashion, manufacturing, cosmetics, mining, marketing, tradesmen


Qualities: hungry, exciting, urgent, dangerous, sexy, evocative, romantic, design, warm, fast

Best for: food, clothing, fashion, apparel cosmetics, sports, real estate, entertainment, healthcare, caring, emergency services, hospitality, marketing, public relations, advertising


Qualities: natural, organic, youth, nurturing, instructional, education, adventurous, ecological, calming, nature

Best for: medicine, science, government, recruitment, ecological-business, tourism, human resources


Qualities: credibility, calming, clean, focused, medical, professional, judicial, power, business like

Best for: medical, scientific, utilities, government, healthcare, high-tech, recruitment, tradesmen, legal, information technology, dental, corporate


Qualities: creative, dynamic, energetic, youthfulness, expressive, child-like, fruitful, innocence, enthusiasm

Best for: recruitment, food, and drink, entertainment, education, sports, human resources, childcare


Qualities: energy, drive, dynamic, encouraging, design, ideas, youth, invention, bright, positive

Best for: childcare, food and drink, entertainment, new technology, automotive, signs and banners, e-commerce


Qualities: spiritual, mysterious, magical, arcane, religiousness, evocative, sensual, well being, occult, loving

Best for: body, mind and soul, astrology, tarot, aromatherapy, massage, yoga, arcane, healing, spiritual, occult


Qualities: earthly, nurturing, historical, safe, financial, tradition, conservative, reliable, retrospect, steady

Best for: construction, animals, mining, veterinary, finance, real estate, ecology


Qualities: clinical, clean, medical, clear, purity, spacious, simple, easy, fresh

Best for: medical, science, high-tech, dental


Your primary objective is to have a MEMORABLE logo. With that said, remember that your logo does not define your business. It’s the services that you provide that give life to your logo. So follow these few rules:

  • No more than three colors
  • No more than two fonts
  • No more than two distinct objects or shapes

Need inspiration?

Check out these two sites. You can purchase a logo design by using the search bar. State “Logo” and use the drop-down to change it to “Vector.” There you may find some inspiring ideas. 

You can also use the following website to play with ideas and/or purchase a logo that you like. This is a logo maker:

You can check out a pre-made logo site like the following, which start at $29:

Finally, you can hire a professional. Or go with 99 Designs, which is a site that lets you post your project idea on their website and dozens of professional designers will submit their ideas to you. You pick the one you like. The cost is $300 to get started.  

However, you decide to create your logo, make sure you put some time and thought into it. A logo is a representation of your business and it will follow you wherever you go. 

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Business Set Up (1 of 7)

Legitimize your Business

Nonprofit Organizations

As a nonprofit, there are a few steps you will want to take to set up your company. Here are some helpful links to get you started!

Legal Zoom – Reasons to form a nonprofit organization

A 50 state guide to form a nonprofit organization

Limited Liability Company (LLC)

This is a popular choice for many new businesses. When filing for an LLC, you will have personal asset protection and business and tax flexibility. Start the process of creating your LLC by going to your CPA or check out the following links and do it yourself. Either way, this process will vary depending on the state where you reside. 

Legal Zoom


LLC for Free

A 50 state guide to form a LLC company

Corporation (Inc)

Forming a corporation is a popular method because it offers many advantages. Most people incorporate to avoid personal liability, unlike sole proprietors and partnerships who risk their personal assets. 

Legal Zoom


IRS Information

A 50 state guide to form an Inc company

Doing Business As (DBA)

Sole Proprietorships use a DBA (Doing Business As) to conduct business. A DBA is also known as a “fictitious business name,” “trade name,” or “assumed name,” depending on where you live. To learn more information or file your DBA you can use one of the links below. Laws are different per state so please check the laws where you live. 

Legal Zoom

Legal Shield

A 50 state guide to form a soleproprieter company 

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