CHF 35.- setup — machine setup, file handling and proof approval included
A small-business logo should be recognisable and work wherever you actually use it, from letterhead to signage. A design that looks good on screen often needs extra file versions for print and signmaking. This guide explains when an update may make sense, what to check in production files and how a logo job works. Related topics: Graphic design hub and Prepress and vectorisation.
When is a logo redesign worthwhile?
- The logo looks dated: An older logo may no longer fit, for example when shadows, gradients or a 3D effect make it hard to use. Whether a redesign makes sense depends on the brand and its audience.
- The logo does not work for signage: Problems with embroidery, film cutting or large formats can point to unsuitable files or details that are too fine. Check the design and production method before changing the logo.
- The company name or business has changed: A sole proprietorship became a GmbH, the focus shifted or a new service line was added. The logo may need to grow with the business.
- The logo does not scale: A logo should remain legible at the sizes you plan to use. Very fine details can disappear in small applications.
- There are too many versions: Over the years, 3-4 versions have appeared and nobody knows which is current. It is time for a clear master version.
- Inconsistent recognition: A mini style guide can define the approved version and colour values. This reduces variation across applications.
- The competitive environment has changed: Compare how your business looks with the market around it. A redesign should follow your own goals and uses, not just other businesses’ logos.
New logo or logo refresh?
- A logo refresh makes sense when: You want to keep the logo recognisable and change it gently so existing customers still know the brand. Typical updates include modernising the lettering, adjusting colours and tidying the symbol.
- A new logo makes sense when: The brand is repositioned, the business has changed fundamentally or the logo needs to lose a connection to an owner who is leaving. This calls for a new design with a discovery phase.
- Mini corporate identity logo refresh package: Available in the shop at a fixed CHF 490. An updated logo plus a mini style guide with colours, fonts and examples. A standard option for small businesses with an existing logo.
- New logo design: CHF 1’500-3’500 depending on complexity. Discovery discussion, 2-3 sketch directions, one developed design with a revision round and the final file set.
- Hybrid option: For a very dated logo that should remain recognisable: an expanded refresh. Around CHF 700-1’200 at the graphic design rate of CHF 130 / h.
- What rarely makes sense: Many small changes to an existing logo spread over months. They rarely produce as consistent a result as a clearly defined refresh job.
A logo that works for signage
Small businesses often need a logo for more than letterhead and a website. Suitability for signmaking means it works for embroidery, film cutting, full wraps and printed signs. That brings specific requirements:
- Vector file: Cutting plotters need clean vector paths in a suitable file format. For embroidery, wrapping and large formats, production files are prepared according to the design and method.
- Good contrast: The logo should work on light and dark backgrounds. Include at least one single-colour version. Very delicate elements can break up at small sizes.
- Scalable from 5 mm to 5 m: Test the logo at the sizes you will actually use. Small applications often need a simplified version; for large areas, viewing distance and material matter.
- Works in one colour: A single-colour version can help with certain print and signmaking methods. Embroidery can use several thread colours; the details and stitch type must suit the size.
- Avoid effects that cannot be produced: Shadows, gradients and transparency do not work with cut film and often work poorly in embroidery. If shadows are part of the brand, make a separate version without them.
- Fonts embedded or converted to paths: For cutting data, convert logo lettering to vector paths. In print PDFs, correctly embedded fonts may be suitable. Keep the editable source file with font information separately.
- Two layout variants: Square or vertical for avatars, logo tiles and stamps; horizontal or wide for letterheads, banners and construction fences. One version rarely works everywhere.
- Define spot colours: Set reliable colour values for screen and print. For film and embroidery thread, choose the actual material colour using samples or suitable references.
From first discussion to file set
- First discussion: We clarify applications, industry, existing files, design wishes, timing and budget.
- Discovery phase (new logo): We review the industry, competitors and brand values. We sketch 2-3 directions and present them as digital concepts. You choose one direction.
- Refresh analysis (logo update): We break down the existing logo: what stays for recognition and which dated elements go. We present a refresh proposal as a digital sketch.
- Final artwork: Clean vector artwork in Illustrator. We check paths, reduce nodes and smooth outlines. Several layout variants are prepared: horizontal, vertical and monochrome.
- Revision rounds: The chosen package or quote defines how many revision rounds are included. We discuss any further changes in advance.
- Assemble the file set: Produce all required formats (see the next section).
- Mini style guide: A compact style guide can include colours, fonts, logo variants and examples. The package or quote defines exactly what is included.
- Handover: File set by cloud link or USB stick, plus a PDF mini style guide you can print or forward.
File set and deliverables
- AI (Adobe Illustrator): Master file with the original vector paths and all layout variants in one file.
- EPS: EPS can contain both vector and pixel content. Suitability for printing, embroidery preparation or film cutting depends on the content and producer’s specifications.
- SVG: SVG is a scalable graphics format for the web and other uses. Whether a particular website needs it depends on how the site is built.
- PDF (with vector content): Easy to share and also suitable as artwork for printers.
- Transparent PNG: Pixel format with a transparent background. For Office applications such as Word and PowerPoint, email signatures and quick web embedding.
- JPG: Pixel format with a white background. For simple web uses and quick email attachments.
- Layout variants for each format: Horizontal, vertical, square, monochrome black and monochrome white (on transparent background).
- Mini style guide PDF: Included in the refresh package. Optional with a new logo as part of a corporate design package.
Pitfalls: trends, AI, stock and free logos
- Following trends: Trends change. Base the design on your brand and uses, and check whether the logo works without short-lived effects.
- AI logo tools: Generated concepts can provide inspiration. Before final use, check contours, rights and production files, and rebuild the artwork if needed.
- Stock logo platforms: Check licence terms and any exclusivity for template logos. Whether trademark registration is possible can only be assessed for the specific design.
- Free logo generator: Check the file format, terms of use and production files. If the source is unsuitable, rebuilding may make more sense than many separate corrections.
- Logo made in Word or PowerPoint: A logo created in Word or PowerPoint can contain vector content when exported as a PDF. Check fonts, outlines and output format before production.
- Too many concept rounds: Exploring 5-10 sketch directions can exhaust the designer and blur the concept. Choose 2-3 focused directions with a clear decision.
- Using an AI concept as the final logo: Check a generated design’s terms of use and technical suitability before using it. Depending on the result, it may need updating or rebuilding.
- No test in signmaking: Before approving the logo, test it in at least one typical use and size. Other materials or methods may need additional variants.
Packages and work involved
- Mini corporate identity logo refresh package: CHF 490. Available at a fixed price in the shop. Update of the existing logo plus a mini style guide with colours, fonts and examples. A standard option for small businesses with an existing logo.
- New logo design: CHF 1’500-3’500 depending on complexity. First discussion, 2-3 sketch directions, development and final file set. The quote defines the included revision rounds and scope.
- Expanded logo refresh (hybrid): CHF 700-1’200. For a very dated logo that should remain recognisable. Graphic design rate CHF 130 / h; typically 5-9 hours of work.
- Small logo adjustment: CHF 35 Fixed fee for under 15 minutes. Changing format or colour, or embedding fonts.
- Vectorising an existing logo: CHF 80-250. Turning a pixel logo into a clean vector file. Simple logos cost less; complex illustrations more.
- Corporate design extension after a new logo: CHF 800-2’500. Business cards, letterhead and email signature as a basic set. Optional extras according to need.
- Revision round beyond the package scope: Graphic design rate CHF 130 / h, billed in 15-minute increments.
The special case of a club logo
- Tradition and recognition can matter for a club logo. The club should decide whether a refresh or new design fits its goals. Club logos often date back to the club’s early days, drawn by hand and copied several times. A refresh is usually better than starting over because recognition matters to members.
- Suitability for embroidery: Embroidery needs suitable production files and sometimes a simplified logo version. Which details work depends on size, fabric and embroidery method.
- Suitability for sponsorship: With local business sponsors, the club logo appears beside sponsor logos. Does it work alongside them? A very complex logo can make this harder.
- A new generation on the committee: A new committee often raises the question of refresh or new design: tradition versus modernisation. We recommend a refresh if the logo remains distinctive, and a new design if it does not.
- Range of applications: Club logos may appear on jerseys, banners, wayfinding and letterhead. Check which variants and files are needed for the uses actually planned.
- Link to club involvement: More about club signage in the Clubs hub.
Frequently asked questions
How long does a logo job take?
Timing depends on the starting point, scope, revisions and available production time. We agree on a date for the specific job.
Who owns the rights to the logo?
Usage and editing rights are set out in the job agreement or package terms. Before starting, clarify which files and uses you need.
Do you also offer brand strategy?
Yes, in the first discussion and discovery phase: industry review, competitive environment and positioning. In-depth brand strategy with workshops over several weeks is not our standard service; we recommend specialist strategy agencies for that.
Do I see sketches before placing an order?
Design sketches are part of the agreed logo job. In the first discussion, we talk through requirements and possible approaches.
What if none of the sketches fits?
If a direction does not fit, explain why as concretely as you can. The quote says which changes are included and when extra work begins.
Can you vectorise a logo without refreshing it?
Yes. Vectorisation costs CHF 80-250 depending on complexity. With a very poor source, a refresh package may cost less than vectorisation followed by further changes.
What does adding business cards and letterhead cost?
A visual identity set costs CHF 800-2’500 depending on scope. The basic set includes business cards, letterhead and an email signature. Optional extras such as stamps, folders and invoice templates cost more.
Does the refresh package include a full style guide?
It includes a mini style guide covering colours, fonts and examples. A full brand manual with tone of voice, imagery and application rules is a larger job, typically from CHF 1’500.
Do you offer special rates for club logos?
Whether special terms are possible for a club depends on the specific involvement and job. We record them in the quote. Details in the Clubs hub.
Logo project or logo advice?
Send us your existing logo and describe how you plan to use it. We check whether tracing, updating or a new design makes sense, then clarify the scope.
Note: This guide was created in the Fabrik4 Lab based on workshop experience and reviewed before publication.
