What is logo design?

A logo or company logo is the first impression a (potential) customer receives from a company. The first impression has to be right! Why? Otherwise, the inclined customer will turn to another company. 

But what exactly is a logo?  

A logo is a graphic symbol representing a specific subject (company, organization, private person, or product). Above all, it conveys the corporate image and must therefore be unmistakable to evoke recognition value.  

If other associations already occupy it or are graphically generic, it becomes complicated to establish your own identity or company profile.  

Then there is a significant risk of being overlooked or mistaken. In addition, a company logo should always be related to the company and, above all, convey professionalism. 

So a logo is extremely important 

“Good … Then I’ll buy one quickly”. There are now masses of logo portals that offer a “professional” logo for 100 euros or less. However, one is badly advised here.  

These are off-the-shelf logos with restricted user rights that are sold more than once. The company name is simply exchanged – and the lye is ready. Everything else is professional. 

From an entrepreneur’s point of view, this means letting a professional graphic artist get to work. Unfortunately, there are also enough designers who bring out simple and bad logos at any time and almost as if on an assembly line.  

A logo is not just thrown together from colors, letters, and a few lines. Designing requires a process of deliberation, artistic inspiration, and systematic planning. So you don’t just sit down and make a logo while crushing cornflakes on the trampoline. 

From a graphic artist’s point of view, this means that the designer must first and foremost deal with the company, the private individual, etc. So what is being produced?  

Which service is it? Who is the target group? Do you already have your ideas? What else has to be considered?  

All of these questions are best clarified in a personal conversation. Here, ideas, suggestions, and possible specifications are usually incorporated into the logo development. As a rule, a concept is developed from which a vision for the logo can be developed. 

If all questions have been clarified, the KISS principle is still decisive. KISS stands for “Keep It Shorts & Simple” or “Keep It Simple Stupid.”  

In other words, the simpler, the better.  

If you look around in the logo world, you will quickly see that simple logos have proven themselves in the business world. And these are well-thought-out logos – and not off the shelf. Take the VW logo, for example. A good, appropriate, and creative company logo must be original, unambiguous, and simple. 

A logo must be understandable.

The logo must reflect your company/brand/product/activity. A green banana in a circle could be a logo. But it doesn’t make sense for a financial company that specializes in certificates. 


As you can see, it’s not that easy with the logo design. It makes a lot of sense to work with a professional graphic designer when developing your logo.  

Therefore my appeal: please hire a professional. He can respond to your wishes but also knows the hurdles and can skillfully take them.