Wordmark
The company name as designed lettering. Clear and easy to read, especially for short, distinctive names.
Branding
Having a logo designed: simple, distinctive, usable everywhere
Having a logo designed by Der-H Medien: from positioning through drafts to all the files for print and web. Nationwide, with a dedicated contact person.
Branding
Logo: what exactly is it?
A logo is more than a pretty picture. It is the mark by which customers recognise your business, often before they have read a single word. There are wordmarks (lettering only), pictorial marks (symbol only), combination marks (the two together) and lettermarks (initials).
A professional logo grows out of positioning: who are you, who do you work for, what sets you apart? Only then is it decided which form suits you. The result is not just a graphic but a small system with variants, minimum sizes, clear space and colour versions.
Background
Logo: why it matters.
Your logo appears on invoices, vehicles, your website, social media profiles and packaging. It is seen thousands of times, which is why care is especially worthwhile here.
A logo made from templates or a design kit quickly ends up looking like other businesses' logos. It also often lacks the variants you need in everyday use, such as a short form for small spaces.
Overview
Logo: building blocks and variants.
Pictorial mark
A symbol without text. Strong for recognition, but it needs to be well known before it can work on its own.
Combination mark
Name and symbol in a fixed combination, the most common case for businesses.
Lettermark
Initials as the mark, useful for long names.
Short form and icon
A reduced version for small spaces such as a profile picture, app icon and favicon.
Our work
Logo: what we do for you.
Positioning as the foundation
First we clarify what your business stands for. The logo simply turns that into a visual.
Drafts in several directions
You see different approaches and decide with us which one to pursue.
Refinement
Shapes, spacing and proportions are fine-tuned until everything is harmonious.
All variants
Main logo, short form, pictorial mark, single-colour and reversed versions, depending on the use.
Files for print and web
You receive the artwork in the formats that you and your service providers need.
Quality
Logo: how to recognise good work.
- It is still easy to read at a small size
- It works in a single colour and on light and dark backgrounds
- It is clearly different from competitors
- It suits your sector, target audience and attitude
- It consists of a few shapes and is easy to remember
- You receive all variants and files in vector and pixel formats
- The fonts used are licensed
- There are rules for minimum size and clear space
Costs
Logo: what it costs.
The price depends on how much strategy, design work and application is involved. Design-kit logos are cheap but interchangeable. A bespoke development costs more because time goes into understanding, drafts and fine-tuning.
The calculation behind this: How we calculate our prices.
What determines the price
- Scope of the positioning work beforehand
- Number of design directions and rounds of revisions
- Variants and applications (letterhead, vehicle, web)
- Usage rights and file package
- Follow-on work such as design guidelines
What you can prepare
- Previous logos and materials, including what has worked well
- Three brands you like, and why
- Everywhere the logo is to be used
- What your customers appreciate about you
Pitfalls
Logo: common mistakes.
- too many details that can no longer be read when small
- fashionable colours and shapes that look dated within a few years
- checked only on screen, not printed or on vehicles
- choosing a font that is not licensed
Frequently asked questions
Questions about logos.
How many drafts will I get?
We show you design directions and refine the one you choose together. We set the exact scope in the quotation.
Can you rework my old logo?
Yes, either gently, so that it stays recognisable, or completely anew. We advise on what makes sense for you.
How much does a logo cost?
That depends on the scope and how individual it is. Our projects start from €2,500, typically €5,000 and above, and you receive the quotation in advance.
Will I own the logo afterwards?
The usage rights you receive are set out in the quotation. We clarify this before we begin so that there are no surprises later.
Is a logo from an online generator enough?
For a quick start that may do. If you want to stand out, you are better served by a distinctive mark, because generators often produce similar shapes.
Guides
Further reading.
What does an advertising agency actually do?What an advertising agency does, which services it covers, when working with one pays off and what to look for when choosing an agency.Read more →Having a Logo Developed: Process, Variants and FilesHow logo development works: briefing, drafts, refinement, variants and files. With pointers on what to look out for.Read more →Corporate design: what does it include?Corporate design explained: logo, colours, typeface, imagery, layout rules and applications. With a checklist for businesses.Read more →Corporate Identity and Corporate Design: The DifferenceCorporate identity, corporate design, corporate behaviour and corporate communication explained: the difference and how the building blocks work together.Read more →Developing a claim and slogan: making it stickDeveloping a claim and slogan: what a claim does, features of good ones, a four-step approach and the mistakes you should avoid.Read more →Finding a Brand Name: Criteria and ChecksFinding a brand name: criteria for a good name, how the naming process works, and checking availability, domain and trade mark rights.Read more →
More topics in Branding
Want to settle the logo for your business?
Send us the address of your site and your most important question about your logo. You will get a personal assessment.