What a logo is
A logo is a brand's visual identifier — the graphic anchor by which customers recognise you at a glance. It appears on the website, on business cards, in social profiles, on products and in ads.
Important: a logo is not the entire branding. It's just one element — albeit the most visible one.
Types of logos
Wordmark (e.g. Google, Coca-Cola): just lettering.
Pictogram (e.g. Apple, Nike Swoosh): just symbol.
Combination (e.g. Adidas, ADVERIXOR): symbol + wordmark.
Emblem (e.g. Starbucks, BMW): lettering inside a symbol.
Monogram (e.g. LV, CN): initials as logo.
What makes a good logo
Memorable: easy to recognise and remember.
Scalable: works from favicon (16x16 px) to building wall.
Reduced: simple shapes last longer than complex ones.
Timeless: trends age fast — good logos stay relevant for 10+ years.
Versatile: works on light and dark backgrounds, in colour and black & white.
What it costs
Crowdsourcing platform (e.g. 99designs Basic): €200–€500. Note: usually generic, not recommended for serious brands.
Freelance designer: €500–€2,500 for a logo alone.
Complete branding (logo + identity + guidelines): €2,500–€6,000.
Premium branding with workshops and naming: from €8,000.