Naming
Say it out loud, spell it over the phone, type it on a phone keyboard. Then check Companies House, the UK trade mark register (IPO) and whether the domain and social handles are free. A clever name you have to spell three times is not clever.
A logo that works small
Design it to work at 32 pixels — a browser tab, a social avatar, an embroidered chest logo. If it still reads there, it will read anywhere. Make a one-colour version from day one.
Colour with contrast
Pick one main colour, one accent and three neutrals. Then check text contrast: the WCAG guideline asks for at least 4.5:1 for body text and 3:1 for large text. The palette tool on our home page checks this for you.
Two typefaces, maximum
One for headings with character, one for reading that is calm and clear. Plenty of excellent typefaces are free and licensed for commercial use — check the licence before you put one on a product.
Try the palette and contrast checker.