A logo that lasts ten years is simple, flexible and technically well delivered. This guide gives a clear workflow: research, concepts, variants, file formats and web implementation. It’s practical and aimed at people who commission a logo or decide between designer proposals.
I’ll cover what to check in research, how to develop concepts, which variants to insist on, and exactly which files you need for the web and print. There’s also a checklist you can hand to a designer or use internally.
Why longevity matters
A logo is used in many contexts: websites, apps, favicons, packaging, signage. If it’s not scalable or too detailed, it becomes costly to maintain. Minor tweaks every few years are acceptable, but full rebrands are expensive. Expect ballpark figures of €1,500–€8,000 for agency work or €300–€1,500 for freelancers — depends on the project.
Pick clear geometry and a color system that can be adjusted without breaking the brand.
Step-by-step workflow
1. Research (1–2 weeks)
- Collect competitors and catalogue visual approaches. Note patterns and gaps.
- Define use cases: web, mobile, print, signage. Record min/max sizes (favicon 16×16 px, signage 2×2 m).
- Verify color contrast against accessibility rules. Use WCAG 2.2 guidance to avoid later problems: https://www.w3.org/TR/WCAG22/
2. Concepting (1–3 weeks)
- Rapid-sketch 10–20 ideas. Focus on shapes and relationships rather than polish.
- Reduce to 3–5 concepts and produce monochrome and color versions.
- Test small: print at 1 cm width and view on phone. If the icon loses clarity, simplify.
3. Variants and rules (1 week)
Deliver at least:
- Full logo (color mark + wordmark)
- Monochrome (black and white)
- Icon/symbol (square or circular crop)
- Horizontal and stacked layouts
Include usage rules: minimum clear space, minimum pixel sizes, and forbidden alterations.
4. File formats and technical delivery
Table: formats at a glance
SVG
- Use case
- Web, icons, responsive logos
- Pros
- Vector, scalable, small, CSS/JS control
- Cons
- Some legacy systems expect raster
PNG (24-bit)
- Use case
- Raster needs, transparent backgrounds
- Pros
- Lossless, good for exports
- Cons
- Larger than SVG for simple shapes
WebP
- Use case
- Photos and large web images
- Pros
- Smaller filesize than PNG/JPEG
- Cons
- Check browser support for your users
PDF/EPS
- Use case
- Print production
- Pros
- Vector for print
- Cons
- Not optimal for web without conversion
ICO / multi-PNG
- Use case
- Favicon and app icons
- Pros
- Specific sizes, multi-resolution
- Cons
- Format quirks to manage
| Format | Use case | Pros | Cons |
|---|---|---|---|
| SVG | Web, icons, responsive logos | Vector, scalable, small, CSS/JS control | Some legacy systems expect raster |
| PNG (24-bit) | Raster needs, transparent backgrounds | Lossless, good for exports | Larger than SVG for simple shapes |
| WebP | Photos and large web images | Smaller filesize than PNG/JPEG | Check browser support for your users |
| PDF/EPS | Print production | Vector for print | Not optimal for web without conversion |
| ICO / multi-PNG | Favicon and app icons | Specific sizes, multi-resolution | Format quirks to manage |
Practical notes:
- Provide a master SVG with named layers and groups.
- Export PNGs at 1x and 2x (retina): for example 48×48 and 96×96 px.
- Create a .ico with multiple sizes for favicons.
- Keep web exports to a few dozen KB where possible.
5. Web implementation
- Use inline SVG or as image. Inline SVG allows CSS colour swaps and accessibility attributes.
- Add meaningful alt text for the logo image, e.g. "CompanyName". If the logo links to the homepage, using an empty alt plus an aria-label on the link is an option.
- Serve responsive assets or switch via CSS so you never send oversized files to small devices. See responsive design basics on MDN: https://developer.mozilla.org/en-US/docs/Learn/CSS/CSS_layout/Responsive_Design
- Optimize file delivery through your normal assets pipeline and caching.
6. Governance
- Store master files in a managed repo and limit edit permissions.
- Keep a changelog of logo updates.
- Schedule a review every 3–5 years; minor updates are normal, full rebrands are costly.
Checklist (use right away)
- Research completed and documented
- Moodboard and use cases defined
- 3–5 digital concepts reviewed
- Variants produced (color, mono, icon, stacked/horizontal)
- Master SVG with layers supplied
- PNGs exported at 1x/2x; favicon produced
- Accessibility: alt text and contrast checked (WCAG)
- Responsive loading and caching configured
- Governance and change process in place
Quick tips and pitfalls
- Avoid excessive detail; it fails at small sizes.
- Use a flexible color system so you can tweak tones without redesigning the mark. Material Design’s color guidance is useful when you build a system: https://m3.material.io/styles/color/system/overview
- Optimize images for performance; SVG is often the best choice for logos.
- Follow basic SEO and image best practices when you add images to the site; see the SEO Starter Guide for fundamentals.
If you want help with the technical side of implementing the logo on a site, look at our website development options and other services. DevCru is a senior-led web and app development studio — we help with design, technical delivery and maintenance.
Want to discuss scope and budget? Contact us via /contact for a short, practical conversation about options and costs.
Sources
Every figure and guideline in this article can be checked in the sources below.
- SEO Starter Guide (Google Search Central) — Google Search Central
- Responsive design — MDN (MDN Web Docs) — MDN Web Docs
- WCAG 2.2 (W3C) — W3C
- Material Design 3 — Color (Google) — Material Design
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