What is part of a brand identity?
More than the logo. A brand identity makes sure your company looks the same on the website, on the van and on the quote.
| Element | What it does |
|---|---|
| Logo with variants | Recognition, from the company sign to the favicon |
| Colour palette with colour values (HEX, RGB, CMYK, Pantone) | The same colours on screen and in print |
| Typefaces | Consistent typography across all materials |
| Imagery | Photos and illustrations that fit together |
| Templates | Business card, letterhead, quote, social media posts |
| Style guide | Rules for everyone who works with the brand |
How does logo development work?
- Briefing: company, values, audience, competitors and everywhere the logo will be used
- Research: what is common in the industry and how the logo should stand out
- Drafts: several directions as sketches, first tested in black and white
- Refinement: develop the chosen direction, define colours and typeface, create variants
- Handover: all files, the style guide and templates if required
You give feedback after the drafts and during refinement. The clearer the briefing, the fewer rounds are needed.
What should I prepare for the briefing?
- The company name in its final spelling, including the legal form if it should appear in the logo
- Three words that describe your company, for example "down-to-earth, precise, personal"
- Logos you like or dislike, and why
- The most important places it will be used: website, vehicle, workwear, packaging, sign
- Existing elements that should stay, such as a well-known colour
Which logo files do I need?
| Format | Use |
|---|---|
| SVG | Website and digital applications, scalable without loss |
| PDF or EPS (vector) | Print shop, vehicle lettering, textile printing, signs |
| PNG with transparent background | Presentations, office documents, social media |
| JPG | Email signature and places where no transparency is needed |
This includes variants: colour, black, and white for dark backgrounds, horizontal and vertical, plus a short form for the favicon and profile picture.
What does this look like in practice?
Three examples from our portfolio show the range. For Bilo GmbH we developed a logo. For Art by Sue the logo was created from a signature, which makes it personal and unmistakable. For Punkt72 the brief went beyond the logo: the restaurant’s branding also covers digital signage, the screens in the restaurant, so that the identity is consistent from the entrance to the menu.
How do I protect my logo as a trademark?
In Switzerland, you register a trademark with the Swiss Federal Institute of Intellectual Property (IPI). Before that, check in the Swissreg trademark database whether similar trademarks already exist in your industry. Protection lasts ten years and can be renewed indefinitely. Other countries require a separate application, for example an international registration. If in doubt, it is worth consulting a trademark attorney.
What makes a good logo?
- It is simple enough to be recognisable even as a small favicon
- It works in black and white without losing impact
- It fits the industry without relying on the usual cliché
- It does not follow a short-lived trend and still works in ten years
- It is clearly different from competitors’ logos