The company logo is one of the most important recognition features of your company. It bundles the entire company in a visual form. A logo represents a company’s values and vision and is an indication of the brand behind it.
It is therefore not only important to think about the company logo before starting a business. Even companies that have been on the market for a long time should check their logo from time to time. Is your logo still up to date after 5 or 10 years? Does it still meet your company’s requirements? A rebranding can also be a very sensible step after a few years.
Assumptions regarding the company logo
A logo is not a brand.
The brand is the gut feeling that someone has about your product, offer or company. It is a gut feeling because the brand is defined individually by people. The brand is not defined by the company itself, markets or the public. We speak of a gut feeling because people are emotional and intuitive.
In other words, a brand is not what a company claims to be. It is what others say about the company. A logo only symbolizes the brand.
A logo is not a corporate design
The logo is often equated with or mistaken for the corporate design. The term corporate design describes a part of the corporate identity. It is the visual appearance of a company. The design and uniform, cross-media communication of the appearance is an important task of branding. Starting with the logo, claim and slogan to individual products.
A logo doesn’t have to explain anything
Many people believe that a logo design must explain the company or the services behind it. That’s not the case. The logo is a symbol for the company. It is the representative and the most important recognition factor. Communicating the values, content and goals of a company is the task of branding.
The 5 most important requirements for a company logo
In addition to the target group, industry and personal wishes for a logo, there are also technical requirements that a logo must meet.
1. Your company logo should be distinctive
A very important criterion that your company logo should fulfill is the unmistakability. A good way to live up to this claim is a logo that has been developed especially for you and that suits your target group, your industry and your personal wishes. A finished logo that you can buy for a few euros is a quick and cheap solution, but it will not be distinctive.
2. The company logo should be scalable
Your logo must be able to be changed in size without being affected. It must be possible to depict it on a stamp, i.e. very small. It may also be used on a vehicle or a large advertising banner. Your logo should also look good here.
3. Your company logo should be legible
Perhaps a particularly unusual font fits your industry very well. Nevertheless, your logo must be legible, because you certainly want your customers to know what your company is called. So if your logo is a word mark, word mark or typography, it should be legible.
4. Your company logo should be reproducible
In order for your logo to be reproducible and usable across media, you need the appropriate file formats. Both the area of print media and digital media are important. In addition to separate color spaces (CMYK and RGB), there are also separate file formats. Make sure that you always receive your logo as a vector graphic, then you have the basis to generate all other formats.
5. You should have unlimited usage rights for your company logo
One issue that is often neglected is the usage rights. In most cases, this topic is simply not discussed or the circumstances are unclear. So that there is no bad awakening, a clear, written agreement is essential here.
A logo is of central importance for your company. You need the right to use your logo without restrictions in terms of time and place. You should make sure that this agreement is always clear.
What does a company logo cost?
Like many other customers, you probably ask yourself the question: What does a company logo cost? You can get a simple logo on the web for a few euros. But that is not really expedient. The 5 most important requirements for a company logo should be met. To ensure this, at least 10 hours of working time are required, which would correspond to an average hourly rate of around € 1,000.
You will almost never need an isolated logo for branding. In addition to the company logo, color, typography, visual language, claim, design grid and visual language are very important factors in making the appearance of a company sustainable and recognizable. The corporate design of a company is exactly the area that deals with these factors.