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Logo and Corporate Design for Startups – 10 Questions

From logo to CI manual – what's included and what to look out for.

Updated: September 2026

1. What is the difference between a logo and corporate design?

The logo is one element. Corporate design also covers colours, fonts, imagery, icons, grids and the rules for using them.

2. Which logo variants do I need?

At least horizontal, stacked, symbol only, one colour and negative – so the logo works on website, app icon, business card, booth and social media.

3. Which file formats will I get?

Vector files (SVG, PDF, AI or EPS) for print and scaling plus PNG for screens, each in the required colour variants.

4. What is a style guide?

A short overview of the key rules: logo use, colours, fonts, spacing. At the start a mini style guide of 1–2 pages is often enough.

5. What is a CI manual?

The detailed rulebook with examples for all applications – for team, printers and partners. It pays off once many people work with the brand.

6. How many drafts will I get?

Typically 2–3 design routes shown on real applications and 1–2 revision rounds for the chosen route.

7. Will I fully own the logo and design?

That should be in the contract: after payment you should receive comprehensive usage rights, unlimited in time and territory.

8. What do I need to know about fonts?

Fonts often require a licence. Clarify which licences are needed for web, app and print and who pays for them.

9. What is a brand hub?

An online brand portal with all logos, templates and rules to download – one central source for team, agencies and press.

10. How long does a corporate design take?

Logo with colours and fonts usually 4–8 weeks, a complete corporate design with manual 8–16 weeks.

Service page: Logo & corporate design →

A proposal, not questionnaires

Describe your project once – we forward it to the ideal agency.

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← FAQ overview

Your branding brief

About 10 minutes. The more precise your answers, the more precise the proposal – and the fewer calls you need.

Take your time – you don't have to do it all at once.Your answers are saved automatically in this browser. Fill in the brief in two or three sessions: close the window, come back later – everything you entered is still there. To continue on another device, save your answers as a file.

1. Your startup

The basics every agency asks first. Associations, NGOs and non-profits are welcome too.

Stage

Business model

Target markets

2. What you need

From strategy and logo to web portal, app and trade-fair booth.

What do you need? Tick everything that applies. Grouped the way branding agencies structure their services. Not sure where to start? Select the essential kit – you can add or remove items afterwards.

Nothing selected yet

★ = essential kit every startup needs

Logo & corporate design

Add more services

Brand strategy & positioning

Naming & corporate wording

Business stationery

Website, web portal & e-commerce

App & product design (UX/UI)

Pitch deck & investors

Marketing, campaigns & editorial

Packaging design

Trade-fair booth, signage & space

Launch, film & photo

PR & communications

Employer branding & culture

Ongoing support (per month)

3. Starting point

What exists already and where the brand should go.

Why now? The trigger for the project.

What already exists?

What must stay?

at least 20 characters

Interested in a digital competitor analysis?How your competitors show up online: website or shop, which pages and search terms (keywords) bring them the most traffic, social media (Instagram, Facebook, LinkedIn, TikTok), apps and ads. Many agencies do this together with SEO and online-marketing partners.

Brand characterMove the sliders – the middle means «no preference».

PlayfulSerious
ClassicModern
AffordablePremium
UnderstatedBold
Warm & humanTechnical & precise
4. Budget & timing

The two questions that decide whether an agency can help you.

Budget for this project Excl. VAT. A realistic range saves everyone time – agencies scale the scope to it.

Is the budget approved?

Payment models you are open to

Would you be willing to pay part of the fee in company shares (equity)? Some agencies work with startups partly in exchange for a stake – this can lower the cash amount. Whether it is possible is always up to the agency.

How would you like to pay? Some agencies also accept cryptocurrencies – please tell us so we can match you with a suitable agency.

Which cryptocurrencies could you pay with?Only if crypto is possible – tick all that apply.

How fixed is the deadline?

5. Working together

So you are matched with agencies that work the way you do.

Who makes the final decision?

How do you want to choose an agency?We do not forward requests for unpaid creative pitches.

Location of the agency

Preferred agency size

Experience with agencies

Should the agency also take care of legal protection?Trademark search and registration for name and logo, design protection, domains and transfer of usage rights. Agencies usually coordinate this with an IP lawyer. Patents protect technical inventions and are a matter for a patent attorney, not a branding agency.

6. Contact

Who the agencies should talk to.

Preferred first contact

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