Professional logo design for companies: I develop memorable, timeless logos that convey your brand values and work in all media. From the first idea to the final implementation.
What really makes a good logo
A typical scenario from my everyday life: entrepreneurs come with self-made logos and are proud of the money they saved. But then the problem becomes apparent – the font on the business card is barely legible, everything on the company car looks blurry. At the latest then it becomes clear: a logo is more than just a pretty picture.
A professional logo works like a silent salesperson. It works around the clock for you – on your website, your business cards, your company car, everywhere. It has to be able to do a lot: look just as good in stamp size as on a huge billboard. Shine in color and still be recognizable in black and white.
The hidden costs of a bad logo
You may know this: your nephew can use Photoshop, or there are those cheap online providers for 99 euros. I understand the thought behind it. Especially at the beginning, you want to save costs. But let me show you why that often backfires.
A poorly designed logo can reduce your brand awareness by up to 29%. That means: almost a third of your potential customers don't remember you. Imagine you invest money in marketing, but almost 30% just fizzles out because your logo doesn't stick.
The problem with cheap logos? They are often not well thought out. The font becomes illegible when small. The colors only work on the screen, but not in print. Or even worse: you later find out that your logo looks confusingly similar to that of another company. Legal problems are pre-programmed.
A common problem with online generators often only becomes apparent later: the designs are too generic for trademark protection. Experience has shown that many companies fail when they want to expand. After investments have already been made in business cards, flyers and vehicle lettering, a complete redesign is particularly annoying.
What makes a logo truly memorable?
After many years in design, I have learned: the best logos are the simplest. Think of Apple, Nike or Mercedes. You see these logos and you immediately know what it's about. No frills, no overloaded details.
Simplicity beats complexity
A logo must be graspable in two seconds. You usually don't give people more time than that. When I develop a logo, I do the thumbnail-test: I reduce the logo to the size of a postage stamp. Is it still recognizable then? Good. If not, it's too complicated.
The most successful logos in the world use a maximum of two to three colors. There's a reason for that: a characteristic color can increase brand awareness by 80%. Think of the magenta of Deutsche Telekom or the blue of Facebook. These colors are so strongly associated with the brand that you immediately recognize them.
Timelessness instead of trend surfing
Trends come and go. What looks hip today will look dated tomorrow. I always advise my clients: stay away from the current design trends. A good logo lasts at least 10 to 15 years without looking old-fashioned.
Coca-Cola has been using its logo almost unchanged for over 130 years. Sure, there have been minimal adjustments here and there, but the basic shape has remained. That's timelessness.
The different logo types explained
Not every logo is the same. Depending on the company and industry, different approaches are suitable. Let me show you the most important types:
Wordmark – When the name speaks for itself
A wordmark consists only of typography. Google, Coca-Cola, IBM – all wordmarks. The advantage? The company name is the focus. This works particularly well if your company name is short and concise.
I often recommend wordmarks to start-ups that still need to build brand awareness. The name is immediately memorable, with no distraction from additional graphics.
Pictorial mark – The symbol does it
Apple, Twitter (now X), Mercedes – here you recognize the brand even without text. But a pictorial mark only works if you are already well-known or are willing to invest heavily in marketing. Because it takes time and many points of contact for people to associate your symbol with your company.
Combination mark – The best of both worlds
Most of my clients opt for a combination mark: text plus image. This provides flexibility. Depending on the application, you can sometimes use only the symbol (for example, as an app icon) or the complete combination (on the business card).
Burger King, Lacoste, Puma – all successful combination marks. The trick is that both elements must also work individually.
My design process – This is how your logo is created
Many people think that logo design is mainly creative doodling. In fact, there is much more to it. Let me show you how I work:
Phase 1: Understanding what it's really about
Before I even pick up a pen, I need to understand your company. What do you do? Who are your customers? What distinguishes you from the competition? I ask questions that are sometimes uncomfortable, but they are exactly what move us forward.
A craftsman needs a different logo than a law firm. A hip start-up speaks a different language than a traditional family business. The logo must convey these differences.
Phase 2: Research and initial ideas
Now I look at your competitors. Not to copy, but to understand what is common in your industry – and how we can stand out from it. If everyone uses blue, maybe orange is your chance.
Then come the first sketches. Hand-drawn, very old-school. Why? Because I can quickly capture and vary ideas this way. In this phase, 30 to 50 initial drafts are often created. Most of them end up in the trash, but a few have potential.
Phase 3: Digital elaboration
I work out the best ideas digitally. Now it's about the details: Which font is suitable? How thick should the lines be? Which color combinations work?
I create different variants and test them in different sizes and applications. What does the logo look like on a business card? On a T-shirt? As a social media profile picture?
Phase 4: Presentation and fine-tuning
When I present the drafts to you, I don't just show you logos on a white background. I show you what your logo looks like in the real world. On your website, your company car, your business papers.
Usually, some fine-tuning is still necessary. Maybe the font should be a little thicker or the color a touch warmer. These adjustments are part of the process. In the end, the logo has to be a 100% fit.
The technical details that make the difference
Now it gets a bit technical, but this is important: a professional logo is always created as a vector graphic. What does that mean for you? Your logo remains razor-sharp, whether on a business card or a building wall.
Colors for all cases
Your logo needs different color versions:
- RGB for screens (website, social media)
- CMYK for printing (flyers, business cards)
- Pantone for special applications (when it has to be exact)
- A black and white version (for stamps or faxes)
Sounds complicated? Don't worry, I'll take care of that. You will receive all versions ready-made.
The right safe area
A logo needs room to breathe. I define clear rules about how much space must be left free around your logo. Otherwise, the text will stick directly to the logo and everything will look cramped.
Responsive logos – flexibility for the digital world
A trend that is becoming increasingly important: responsive logos. What does that mean? Your logo adapts to the size. At full size you see all the details, as an app icon only the essentials.
Let's take an example: a baker has a pretzel with the lettering "Müller Bakery since 1923" as a logo. That looks great on the house wall. But as an Instagram profile picture? You can only recognize scribbles.
The solution: different logo versions. The full version for large applications, a medium one with just a pretzel and "Müller", and for very small just the pretzel. This way your brand always remains recognizable.
What does a professional logo really cost?
The question of all questions. I am very transparent about this: a professional logo design starts with me from 800 euros. Of course, there is room for more depending on the effort and scope.
"Why so much?", you might ask. Counter-question: What does a bad logo cost you? If you realize after two years that it doesn't work and you have to do everything again? If customers don't take you seriously because your appearance is unprofessional?
A good logo is an investment that pays off over years. It demonstrably increases your brand awareness, makes you recognizable and gives you professionalism. Studies show: companies with professional logo design can charge up to 23% higher prices than their competitors.
Trademark law and protection – What you need to know
A topic that is often underestimated: the legal protection of your logo. With every design, I check whether it can be protected. Because what good is the greatest logo if you can't protect it?
Registering with the German Patent and Trademark Office (DPMA) costs from 290 euros for a trademark and protects you for 10 years. That is money well invested. In practice, I repeatedly experience that companies are warned by competitors because their logo is too similar. That gets expensive.
When designing, I make sure that your logo is unique enough to be protected. The trademark office rejects designs that are too generic. This is another reason why cheap logos are often problematic.
Rebranding or refresh? When which makes sense
Maybe you already have a logo, but you are no longer satisfied with it. Does everything have to be new now? Not necessarily. Sometimes a refresh is enough – a careful modernization.
I look at: What still works? What is outdated? Often you can keep the basic idea and just modernize the execution. This saves costs and your regular customers will still recognize you.
I only recommend a complete rebranding if your company has changed fundamentally. New target group, new products, new orientation – then a new start makes sense.
Practical examples from my work
Let me show you what logo design can look like in different industries:
Craftsmanship in transition
Imagine: a roofer specializes in solar systems. The old logo only shows a classic house with a roof – like thousands of others. The challenge: combining tradition and the future. One solution could be a logo that combines classic roof tiles with sunbeams. This makes the new orientation visible without denying the craft roots.
Start-ups with special values
In the field of sustainable products, founders are often looking for a logo that looks natural and premium at the same time. One possibility: stylized natural elements in earth tones that subtly convey the company's values. For example, petals that also form a letter – discreet, but effective.
Modernizing traditional companies
Many established companies face the challenge of addressing younger target groups. A classic coat of arms logo can be modernized by retaining the basic shape but reducing it to the essentials. This preserves seriousness, but appears more accessible and contemporary.
What you get from me in the end
When we work together, you don't just get a file. You receive a complete logo package:
- Your logo in all common file formats (AI, EPS, PDF, PNG, JPG, SVG)
- Different color versions (color, black and white, inverted)
- A logo manual with clear application rules
- Size variants for different purposes
- On request: business stationery (business cards, letterhead, etc.)
By the way, the logo manual is worth its weight in gold. It states exactly what is allowed and what is not. Which colors go with it, which fonts you should use, how much space the logo needs. This keeps your appearance consistent, even if someone else is working with it.
::faqc{:title="Frequently asked questions from my clients"
The next step to your perfect logo
A professional logo is not an expense, but an investment in the future of your company. It makes you visible, memorable and credible. 75% of consumers recognize a brand by its logo alone – do you want to be one of the brands that are remembered?
I offer you a free initial consultation. We will look at your current situation, talk about your goals and I will show you how a professional logo can advance your business. No obligation, no sales pressure. Just an honest conversation about what is possible.
You can reach me by email or phone. Or use the contact form on my website. Let's work together to ensure that your company gets the professional appearance it deserves.
Your logo is already waiting to be developed. When do we start?