Logo
A logo is the graphic identifier of a company or brand — as a symbol, a wordmark or a combination of both.
A good logo is simple, distinctive and works at any size: on letterhead, as a tiny profile picture, on a vehicle and on a façade. It does not have to say everything about the company — it has to be recognised.
Professionally, a logo is created as a logo system with variants: colour and single-colour, for light and dark backgrounds, horizontal and square, as a vector file for print and signage.
For WeConstruct, for example, ten variants led to the final honeycomb logo; for the Charge Group, a logo system in colour and black-and-white variants for all brands of the group.
What to look out for
- Test the logo very small and very large — as a profile picture and on the side of a vehicle.
- Create variants for light and dark backgrounds.
- Secure vector files (SVG, EPS, PDF) for print and signage.
- Define clear space and minimum size.
- Have a trademark search checked by professionals before the final decision.
Common mistakes
- Too many details that become unrecognisable at small sizes.
- Only a pixel file exists — useless for signs and wraps.
- The logo is distorted, recoloured or embellished differently for every occasion.
Frequently asked questions
Vector formats such as SVG, EPS or PDF for print and signage, plus PNG with transparent background for website, presentations and social media — each in the necessary colour variants.
A symbol is a graphic mark without text, a wordmark consists of the designed name. Many logos combine both and can be used separately depending on space.
More in our article: Why a brand is more than a logo