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Logo & ID Systems
Logos that work at 16px — and on the warehouse wall.
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Was die Leistung umfasst
What a logo system does for you
Logos are often sold as a one-off — one file, one application, done. But day to day a brand needs a system: a main logo for business cards, a compact variant for favicons, a monochrome version for stamps, an animated form for videos, sub-brand logic for products. When the system is missing, employees and external suppliers cobble together their own variants — and the brand turns messy.
I develop identity systems instead of single logos. That means: a main logo, a reduced variant (for very small sizes), a monochrome application (for stamps, embroidery, fax), clear space and minimum sizes, an animated logo for video intros and clear sub-brand rules where relevant. All delivered in the formats you need (SVG, PNG, EPS, PDF, MP4), with documented usage rules.
Your logo works on a 16px favicon just as well as on a five-metre warehouse wall. External suppliers immediately have the right file for their use case and don't cobble anything together themselves. And when the brand gains new touchpoints in two years (app icon, video intro, print insert), the matching logo variant already exists — no after-the-fact redesign needed.
So gehe ich vor
How I approach logo & ID systems
01 — Briefing. Translate brand position and values into a visual language. Which competitors do what, how should your brand stand out, which applications matter day to day.
02 — Concept. Three to five logo directions with application tests in real contexts. No 50-option show — focused, well-reasoned approaches.
03 — Refinement. Develop the final direction into a complete identity system: variants, animations, sub-brands, clear space. Including technical optimization (pixel precision at small sizes, clean anti-aliasing).
04 — Delivery. All formats (vector, bitmap, animation), every application documented, licensing clarified where typeface or image elements are externally licensed. Handover including bookmark setup in the brand style guide.
FAQ
Häufig gestellte Fragen
A single logo is enough for a business card and a website header. As soon as the brand lives across more than two touchpoints — social avatar, favicon, stamp, video intro, app icon, print applications — you'll keep running short of variants without a system. An identity system doesn't mean bloated; it means thought through properly once, so you have the right file on hand at every touchpoint afterwards.
Three to five usually do it: the primary logo, a reduced variant (for small sizes under 32px), a monochrome application (stamps, embroidery), a favicon setup, and an animated variant for videos and app icons. When sub-brands or products come into play, the system extends — but the base variants are the ones that cover 90% of applications.
Well-made logos are built for exactly that. Which means: vector-based, with defined clear space, minimum sizes per application, and tested variants for the extremes (16px favicon, app icon with a background, a wall in an arena). When a new touchpoint appears later, the right variant already exists — no after-the-fact redesign required.
Every format for every use case: SVG (web, app), PNG with transparency (email, Office), EPS (print, large format), PDF (print, Office), MP4 (video intros) and ICO (favicons). Plus a usage document: which variant for what, clear space, minimum sizes, do-not examples. With that you can brief your team and external suppliers cleanly.
