What a good logo has to do
A good logo doesn’t stand out through details but through clarity. It works at any size – as a tiny icon in the browser tab and as lettering on the shop window. It works in colour and in black and white, on light and on dark backgrounds. And it suits your industry without looking like everyone else in it.
A simple test: shrink the design to the size of a fingernail. Can you still recognise it? Then it’s on the right track.
A logo isn’t a brand presence yet
The logo is the most visible part of your brand, but not the only one. Only together with fixed colours, suitable typefaces and a few simple rules does a look emerge that appears the same on your website, business card and social media.
If all you have is a logo, you improvise afresh with every flyer. If you have a small system, you save yourself that work – and look more professional doing it.
How the design process works
- Conversation. Who are you, whom do you want to reach, how do your competitors present themselves? The clearer this is, the more accurate the designs.
- Directions. Instead of countless variants, we show a few clearly distinct directions – each with a rationale.
- Refinement. The chosen direction is refined: proportions, colours, typeface. Plus variants for different formats.
- Handover. You receive all the files you need for print and screen, plus a short guide on how to use them.
The files you should receive
- Vector files (SVG or PDF, for example) – essential for printers, signs and vehicle lettering.
- PNG files with a transparent background – for your website, email signature and office documents.
- Variants: colour, black and white, landscape and as a compact mark for small spaces such as a profile picture.
- Colour values for print and screen (CMYK, RGB and HEX).
- Clear usage rights, so you can use your logo anywhere without having to ask.
If anything is missing, ask for it. A logo supplied only as a JPG file will cause problems sooner or later.
Typical mistakes
- Too much detail. Fine lines and small lettering disappear as soon as the logo gets small.
- Chasing trends. What looks modern today will look dated in a few years. A logo should last.
- Deciding only on a big screen. Check designs where they’ll actually appear: on a smartphone, on a business card, on the door.
- Too many opinions. Get feedback from a few people who know your customers – not from everyone.
What a logo costs with us
Our logos start at €590 (net). Anyone starting out often goes straight for the “Start” package at €1,290: logo, colour palette and typography, plus a one-page website with a booking or contact system built in. More under Logo & branding and in the overview Packages and prices.