Where did logos start?

Create a logo - 25 tips from the brand professional

The logo is the face of a company. It is the first step towards your own brand. Many start-ups are faced with the question: Have a logo created or create one yourself? We have already designed numerous logos and give tips on logo design in the following article. Learn how to have your logo created and what you can do yourself to get a unique and concise company logo.

The topic of logo creation is extensive. Therefore this article is divided into different areas:

1.) How and where do I have my logo created?
2.) How is a logo structured and what does it belong to?
3.) How is a logo designed?
4.) What about usage and property rights?

Have a logo created vs. buy a logo vs. design it yourself

Companies with seed capital hire a design agency or graphic designer to have a logo created. In this case, expect an investment from 500 € (net) upwards. The price depends on several factors, such as the size of the design agency, the expertise of the designer, the type of use and the scope of the services. Here it depends on your instinct to choose the right service provider. We recommend going this way because you get such a unique logo that is specially designed according to your wishes. Your advantage is that business papers and the website are created together with the logo. So you have a professional company appearance with a coherent corporate design.

Not everyone has a budget to have a logo made. For smaller companies or sole proprietorships, it is a good idea to buy a logo or create one yourself. The disadvantage is that the quality is usually lower because the logo is not optimally tailored to the company, cannot be protected and, in the worst case, was copied.

Create your own logo

1.) Which program can you use to create a logo?

Most professional designers use Adobe Illustrator, a vector program that creates logos. The program is chargeable and is offered as a monthly subscription. Alternatively, there are free programs such as B. Canvas or Gimp. However, the programs require familiarization time, which should not be underestimated.

2.) Create a logo using the online generator

Another option is to work with an online generator. Elements that have already been prefabricated can be used there. The disadvantage is that such logos cannot be protected or are not unique. It is therefore best to work with an appropriate graphics program.

3.) Save the logo

Make sure that you create the logo in a large enough size so that it is nice and sharp. The resolution should be 300 dpi. It is best to use a DIN A4 format. For printing you should use the CMYK color mode, for web the RGB. First create the logo for printing and then convert it to RGB later.

Buy logo

Another option is to buy a logo. Logos are offered on various platforms that most likely were not selected by customers. This is an option for the small budget, but not individually tailored to your company and the risk of stumbling across a copy is not excluded.


A pitch is a call for tenders that is common in the design industry. There design agencies compete against each other and the best design and concept wins. As a rule, selected agencies are briefed and then have to prepare proposals within a given period of time. Most of the time, the pitches are remunerated so that nobody has to work without a fee.

The whole thing is also available online, but not remunerated. The disadvantage of the platforms is that a lot of designs come from China or other low-wage countries where wages are lower or are created by unqualified designers. Because of this, the quality is mediocre to poor. Sure, which designer would like to work for 2 euros an hour? Every designer has to submit several designs in order to have any chance of winning. In addition, you cannot check whether the design has not been copied. In terms of price you have to start with at least € 300, otherwise the motivation is too low. With this investment, it is better to spend a little more money in order to have the logo created by a professional.

Conclusion: Set yourself a budget and look for a qualified agency or designer. You keep the logo for many years and if you calculate about 1000 euros down to 10 years, then that is 100 € per year and your company has taken the first step towards becoming a brand.

What does a logo cost?

It is difficult to give a blanket amount. Reputable providers will make you offers from 500 € upwards (for small businesses). The average will be around € 1000. You should check everything under 500 € carefully, because then little service is included, the provider works with templates or does his job on a part-time basis. You should look carefully at the offer to see what effort will be charged.
There is work in a good logo and it has to be remunerated. A good designer will not waste his time.

Larger agencies will ask for more budget than lone warriors. This is because the costs for agencies are higher. The hourly wage is then also adjusted.

The budget is open to the top. There are logos that are sold in the 5-digit range. This is the case with larger companies. But there are also several hours of expenditure such as research, market research, extensive design work, etc. Furthermore, the usage rights are calculated differently.

Logo design process

As a rule, after the decision on a service provider and the placing of the order, a specific briefing takes place. For larger projects, it can also be a workshop. It is important that the service provider finds out what your goals and wishes are. Competitors are also addressed. After the contractor has gathered enough information about your company and the market environment, the first drafts will begin. Most of the time, these are only implemented in black and white so that you are not influenced by colors. There are also color suggestions and a list of the fonts used.

After the presentation of the logos, you express your favorites and indicate which colors you find suitable. Next, the drafts will be processed and you will receive suggestions again. This can then already be in the color of your choice. Often you try out several color harmonies.

The changes can also contain more than one correction loop, depending on the budget and complexity of the project.

Finally comes the so-called final artwork. With this, small errors in the vectors are eliminated and you receive all relevant data for your design.

Word mark

A word mark is the use of a pure written form for a logo. Pure word marks are often at a disadvantage compared to word and figurative marks because they are not so memorable. People can remember symbols better. This is best illustrated by comparing the Apple logo and the old Microsoft logo. The Apple logo comes to mind immediately. At Microsoft, you probably think of Windows. But the old Microsoft logo is actually pure black lettering. The new Microsoft logo now has a picture element, namely the small colored squares.

In the following video you will find out which mistakes you should avoid when creating a logo:

What makes a good logo?

A good logo gets to the heart of the corporate character, creates recognition value and is unmistakable with other logos. It's part of a brand and writing in the sand with your big toe. It's simple, concise, and meaningful. It is easy to reproduce and creates an emotional relationship with customers and business partners - a trademark.


A logo with strong symbolism has the best semantic effect and is a cornerstone of a successful logo. An ingenious basic idea creates real added value here and the uniqueness and uniqueness that is so often required.

Figurative mark

A figurative mark is a pure picture symbol, such as B. the apple at Apple.

Word mark

The word / figurative mark is one of the most commonly used logo combinations. It contains the name of the company and a picture element and is therefore particularly easy to remember.

Logo design - font

In addition to chargeable fonts, there are also countless fonts free of charge. You can find many free fonts, for example. B. at Fontsquirrel.com or dafont.com. But pay attention to the license conditions, sometimes these are only free for private use. With free fonts, you have to be very careful about the styles (these are the different widths of the font weight or the position of the letters e.g. bold, cursive, condensed etc.). Typefaces in a family often go particularly well together. These are then used in combination for the corporate font of a company.

Also pay attention to the appearance of the letters. With free fonts, it happens that they are unclean or even crooked. Zoom in very closely and compare them with the fonts that are subject to a fee.

You can find chargeable fonts at myfonts.com or lynotype. There are many fonts here that come from well-known designers such as Adrian Frutiger or Kurt Weidemann.

Logo design - font combination

When combining fonts, make sure that they either come from the same font family or that the fonts are sufficiently different.

Logo design - colors

With colors there is the so-called color theory. Do you still know the color wheel from school? From this, for example, the triad or four-tone can be derived as a color combination. However, it is easier with the following tool: https://color.adobe.com. This allows you to choose your color combinations online.

Logo design - composition

When arranging the logo elements, make sure that you form axes and that the logo works as a unit.

Logo and claim

A claim is good for emphasizing and communicating the philosophy and vision of a company. Have you already dealt with your corporate philosophy? Do you know where you want to be in 5 years?


Reproducibility is also important for your logo design. How do I deal with business cards, for example. Is the font size easy to read? But a logo should also work well on vehicle lettering or other products. This is difficult with very complicated logos. Therefore, the trend is in the direction of simplification.

Logo for printing

For printing, the logo must be saved in the CMYK color space, as PDF, JPEG, PNG or as a vector file. In a vector file, the elements of the logo are saved as lines that can be scaled as required. This is the advantage over programs that work pixel-based, since pixels become blurred when scaled to a large extent.

Logo for the web

The logo can be saved in RGB color mode for the web or for screens. The format should be PNG with a transparent background or, with new browsers, SVG.

Do i need a design guide?

A design guide describes the use of a logo, but also other elements of corporate design, such as: B. Use of fonts, imagery, other graphic elements. A design guide is not absolutely necessary for small companies with little use of media. Nevertheless, you should make sure to always leave a protection zone around the logo so that it can work optimally.

What should you avoid when designing

The following should be avoided:

  • Color explosions
  • too many different fonts
  • too small details
  • too light colors like yellow (don't work well on white)
  • too many eye-catchers (the focus should be on one element)
  • inappropriate fonts

What are the trends?

Flat design is absolutely trendy right now. Flat design has the advantage that, thanks to the minimalist presentation, logos can be reproduced particularly well. Will it be more three-dimensional again? I am convinced of this, because trends run in waves and repeat themselves again and again.

Property rights

In principle, there is copyright for every creative achievement with a certain level of creativity. When you create a logo, it is automatically protected. It becomes problematic, however, if there are two logos that are similar and it is unclear which was created first. That is why it makes sense to have your trademark protected.

Usage rights

Rights of use apply to every work. They can be restricted in terms of time, space and purpose. You should clarify this before placing an order for a logo. Extended usage rights are usually associated with additional costs.

Change logo

As a rule, you cannot simply change a created logo. You have to clarify this with the author in advance.