You can have a professional logo designed

Have a logo / logo created

If you've never hired a graphic designer to design a logo then this article is for you. We'll walk you through every step of the creation process to make sure you find the right freelancer / company / agency to help you avoid costly pitfalls. In addition, we give you a general overview of the possible design elements and explain what makes a good logo.


A logo is a design that symbolizes your own organization. It is an element that is used by your organization on letterhead, promotional material or signs. You should be able to identify your company at a glance. A logo is a graphic representation or symbol of a company name, a brand, an abbreviation, etc., which is often uniquely designed in order to clearly stand out in the market.

Logos in historical change

You can also think of a logo as a simple visual mark to make a company product or service identifiable to third parties. There are several types of signs and emblems that are easy to recognize and have a specific purpose. For example, coats of arms are used to identify a country or a family. There was a time when only sufficiently large organizations could afford to create their own coat of arms and these were sometimes very detailed and drawn with many objects to enrich the coat of arms. Cost was not an issue and more was seen as better. Nowadays, coats of arms are rarely used and logos have given way.

Use logo

Before you even think about designing a business card or choosing colors for a letterhead, you need a logo. With your company name, embellished with a little color and maybe a few graphic accents here and there, your logo is the most important design element of your company. It is the basis for all other marketing materials such as:
  • stationery
  • packagings
  • Promotional materials or
  • Signage

Structure and design

Logos come in two basic forms: abstract symbols (like the apple in Apple Computer) or logotypes - a stylized representation of your company name. You can also use a combination of both. In any case, a logo has to be stylish, but not remain conservative. It must be easy for the eye to grasp and the brain should be able to easily memorize the logo design. Today's most popular and successful companies say "easier is better". Especially in our time, when everything happens so quickly, the logo should convey a certain stability.

Logo types

So far we've talked about the general uses of a logo. Now let's take a closer look at the types and types of logos:
  • Symbolic logo / figurative mark: A kind of graphic element that is related to the business field or just an abstract image, for example: Nike, AOL, Micheline. As a rule, figurative marks are protected works.
  • Word mark: This is a logo that is based only on the company name. A unique font combined with a special layout form a word mark, e.g .: Sony, Coca-Cola, IBM, Google.
  • Abstract logos: This is a special form of a symbolic logo. However, the logo does not follow any recognizable image, but is made up of abstract shapes.

Advantages of professional logo development

Trying to design a logo yourself seems like the best way to avoid the high cost of running a professional design company. A logo can cost several thousand euros for special works. Be aware, however, that a professional agency delivers much more than a graphic element. A good agency expresses exactly what you want to convey with your company in a high-quality logo. Also remember that a good logo should last for at least 10 years. If you look at the amortization of these costs over a period of 10 years, agency costs are put into perspective very quickly.

Example logo usage

For example, let's say your product is an organic face cream that you want to market to health conscious consumers. The logo should represent the best use of your product - it should be completely natural and environmentally friendly. When you create a simple, no-nonsense logo with earth tones and a simple font, you get the impression of a product that is "back to basics", exactly what you want to achieve. Take the same product and give it a sleek, hi-tech look with neon colors and people will no longer associate the logo with the down-to-earth product you're selling.

Logo design

What is logo design? That sounds like the most basic of all questions. We see logos every day and you surround us almost every minute. If you looked around now you would see at least 5 logos. But what exactly is logo design? And what does a logo do?

Brand vs. brand identity vs. logo design

The first thing we need to dig deeper into is the difference between brand, brand identity, and logo design.


A brand reflects the perceived corporate image as a whole. this includes
  • Brand mission
  • vision
  • History and
  • Brand strategy
You should be able to convey and convey all of these points with your brand.

Brand identity

Brand identity is the visual representation of the overall brand. It's the way your brand visually communicates with the outside world. While logo design is part of brand identity, it's more than that. It's the language you use, the typographical choices, the style of photography in your brand communication, and more.

Brand Identity Guide

If you are working with a design agency to design and develop your brand, they should provide a summary document. This is often referred to as the Brand Identity Guideline. This Brand Identity Guide is used whenever you work with external partners and visually communicates your brand with the outside world.

Logo design

Logo design refers to the activity that a company can represent in its simplest form through a logo brand. Either a typographic solution is created, one made up of graphic elements or fonts, or a combination of both. It is the process of visually representing your company.

Simplicity comes first

From Nike's Tick to McDonald's Golden Arches, the best logos are as simple as possible. As the creative Antoine de Saint-Exupery once said:
"A designer knows that he has not reached perfection when there is nothing left to add, but when there is nothing left to take away."

Tasks logo design

Logo design has several tasks. Let's take a closer look at each of these.

Logo design builds trust and brand recognition

Building trust and recognition with your audience and customers can be an important part of business success. When you place your logo on something, you are officially giving a promise of quality and a "seal of approval". By having your logo printed on something, you guarantee that it will deliver on the brand's promise and that your customers can trust it.

Recognition value

People look for recognition features and logos help them to orientate themselves on the market. And that's one of the most important things to consider when creating a logo. Recognition and trust should be built. Think of the Nike logo. It appears everywhere, and we recognize it immediately, always and everywhere, and place our trust in it.

Logo design sets you apart from the competition

Your logo design is an essential part of differentiating yourself from the competition. A good example of this is McDonalds vs. Burger King. Two well known and recognized burger chains. While some prefer a Burger King because they think they make a better burger, McDonald's inevitably has the more successful and well-known logo. The McDonald's logo is convincing because it visually represents the brand in the simplest possible form.

Association thanks to logos

The golden arcs form an M, the first letter at McDonald's. However, the fact that "the arches" are golden is reminiscent of french fries. Then the smell, then the pleasure. The whole logo evokes thoughts of the brand.

Elements of a logo

Now that we know what logo design should do, let's take a look at the four key elements that make up a logo.


The typography is the text in the logo design. This will usually be your company name, but you can also opt for a slogan or tagline.

Logo brand

The logo mark is "das Bildchen". This is what a lot of people are talking about when they simply refer to the logo design. A logo brand will often accompany the typography. Some people opt for an abstract logo, others for a text-based logo or a literal representation of what the company is all about.


Beyond typography and branding, color is an integral part. Different colors communicate different things.
Let's take some example:
  • The color blue is used to convey trust and a sense of "establishment". For this reason, blue is widely used in the financial sector.
  • Green is often used for natural and organic products. It communicates growth, nature, development, the outdoors and freshness.
Color is also an extremely important element in the course of logo design. The creator still has to make sure that your logo works well in both color and black and white.


When it comes to context, it is important to consider in which environment the logo will be used. Think about when and where the logo is usually displayed and displayed. Test it out in these scenarios. We often see logo designs on websites, shop fronts, print products, advertising campaigns, and more. It is important that the logo design is versatile and works regardless of the method of communication.

Have a logo created (e.g. by a design agency)

If you cannot create the logo yourself, it is advisable to use either agencies or freelancers.

Choose a design agency

An agency is a company with a dedicated team of professionals in the design of visual elements, each of which is qualified and trained for a specific type of job. Hiring an agency may be a good idea for logo design as there is a team of specialists out there who are likely to do the job perfectly.

Choose a freelance graphic designer / freelancer

A freelancer is someone who is self-employed and doesn't necessarily have to work with a specific company. If you search the internet, you can find thousands of freelance logo designer websites. If you're on a tight budget, hiring a freelance designer can be a great option. Depending on the time, quality and other requirements, the costs are usually a little lower. The disadvantage of freelancers is that usually only one contact person is available. If this becomes ill or is prevented, the project can be delayed. Likewise, most freelance designers have fewer qualifications to use for guidance.

Create your own company logo online (free of charge)

There is also the option of creating a logo yourself online. If you want to choose the best logo generator for your needs, here are some of the things to consider:
  • Ease of use - some logo makers do a lot of the work for you while others ask you to start from scratch.
  • Price - some logo makers are 100% free, while others charge a fee if you want to download a high quality version of your logo.
  • Customization - some logo makers offer full drag-and-drop interfaces and lots of design elements, while others are more limited.
Please note, however, that online logo generators usually use a very limited range of templates from which the logos are assembled. The individuality therefore usually falls by the wayside.
Here are the three most famous logo creators in comparison


Hatchful is a simple logo maker from Shopify. You can create a bunch of templates with just four to five clicks. Its well-designed interface is ideal for beginners. To start, select the field of activity and then follow these steps:
  • Choose the niche
  • Choose the look you want
  • Enter the name of your website
  • Indicate where you want to use the logo
  • Choose a unique logo from an impressive list of templates
You can edit the logo further if necessary. Each downloadable logo pack contains images in different resolutions for website and social media profiles.

Designhill Logo Maker

Designhill offers unique and intuitive designs that make the logo particularly informative. First, choose your five favorite designs. Next, the system generates several specific templates. Then edit the chosen favorite template to create an icon for your company. Customize everything: from the layout to the icons to create the logo.

Cost Designhill

You can buy for a logo for a one-time fee.This would be a single resolution logo file. There are usually higher costs for a better resolution or vector files.


Canva is suitable for beginners and professionals alike. It's a versatile software that helps design images for everything from Facebook ads and infographics to blog posts and logos. First choose the type of website or social media channel and then the appropriate logo design. Then adjust the fonts to make them more attractive. Logos can be downloaded in PNG, JPG and PDF formats.

Canva prices

Canva is a free logo maker, so you can get started without spending any money. However, if you want additional functions, such as unlocking professional icons or accessing premium images, then it is necessary to purchase a paid package.

Cost: buy logo

Now let's look at the cost of professional logo creation. We differentiate between:
  • Entry level logo
  • Intermediate logo
  • Complex logo

Entry level logo

One should expect a very simple logo design to cost around EUR 400. A simple design is typically a logo with a well-defined company name and brand. Elaborate patterns and complex lettering can increase the price of the logo. The finished design should be clear, unique, and professional. The definition of simple will vary from person to person, which is why it is important to find a designer who will work with their clients throughout the design process. A skilled designer will be able to produce a good job if they have clear directions. At this price level, the designer should offer at least two concepts and a round of changes should the customer need them.

Intermediate logo

A logo design with intricate patterns and fonts usually costs twice as much as a simple design. You can assume that you will have to pay at least EUR 800. The higher price usually comes with extras, including up to 10 original logo designs to choose from and unlimited changes until you are happy with the result. A reputable company also offers individual concepts for business cards, envelopes and letterheads.

Complex logo designs

If you've been in business for a while and are ready to invest long-term in the perfect, custom logo, then it's time to invest more money. With an investment of more than EUR 1,000 you get a highly professional service to develop a strong, creative logo with just the right mix of shapes, colors and typography. You also get a higher level of specialized branding services, which in turn require more hours at the drawing board.

Who is the owner of the logo?

A reputable company will provide you with full ownership of your logo design, including all files, fonts, and color codes. However, make sure of this before starting the job.

What makes a good logo

Regardless of whether you create a logo yourself or commission it, it should have the following five important components:
  • Unforgettable: logo design has to be memorable. If people can't remember it, what's the point?
  • Simple: the simpler the better, in order to focus on the essentials
  • Versatile: the logo is used on a variety of platforms. From your website to social media to press releases and huge poster designs. The logo should work at both 2mm x 2mm and 100m x 100m. Make sure that the logo is available in both a raster (JPEG or PNG) and a vector format (EPS or Illustrator file).
  • Suitable for Your Industry: In the financial industry, the logo might not be light pink and as a funeral home you should stay away from comic sans and bold, colorful typography. Adequacy is key to not putting off your prospects.
  • Timeless: Timelessness in logo design is crucial. The Coca Cola logo has barely changed. Because it's never out of date. It doesn't follow every trend either. It is consistent and therefore remains relevant.

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