Logo design
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A logo is not decoration: it is the mark your clients will recognise on a shopfront, an order button or an invoice. Its success is measured by the number of contexts in which it remains legible, not by the number of likes on a post. ## What a good logo must withstand A logo must work in colour and in black and white, on light and dark backgrounds, at the size of a phone icon and on a street sign. It must also stay distinct from marks already used in your sector: too strong a resemblance creates confusion, and even legal risk. Planning for a symbol, a wordmark and a combined version gives real flexibility of use. ## Logo, identity, guidelines: three levels A logo alone is enough for an occasional activity. As soon as you communicate regularly, you need at least colours and typefaces; that is the mini guidelines. The full visual identity adds basic materials, usage rules and templates. Choose the level according to your communication calendar, not according to what a provider knows how to sell. ## What makes a logo project fail Projects fail most often when they start from a vague aesthetic request ("something modern") and end in dozens of back-and-forths. A brief that describes the client, the offer and the tone generally leads to three sufficiently distinct proposals, and a decision taken within a week rather than a quarter.When this guide is for you
- You are starting a business and only have the name, or a logo made online without proper files
- Your current logo does not work small (app icon, favicon, social avatar)
- You have changed name, positioning or target audience and the current mark no longer fits
- You are preparing a shop, packaging or a franchise and need to fix your colours and mark for good
Step by step
- Written brief — Describe the customer, the offer, the tone, the competitors and the contexts of use. A clear brief usually leads to three sufficiently distinct proposals instead of dozens of back-and-forths.
- Research and naming — Check existing marks in your sector and test the name, if it changes: pronunciation, spelling, domains and availability on social media.
- Concept proposals — Receive several directions as symbol, wordmark or the two combined, presented in real contexts (sign, app icon, invoice).
- Refining and choosing — Choose one direction and refine it over two rounds of corrections, checking it in colour and black and white, small and large.
- Files and mini guidelines — Get vector files, all versions, transparent PNGs and the colour references (HEX, CMYK, Pantone), plus the typography, and consider registering the mark with the OMPIC.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Logo only (3 proposals) | 1,500 – 6,000 MAD (approx. 140 – 550 €) | Two rounds of revisions, vector files included |
| Logo + mini guidelines (colours, typefaces, usage) | 5,000 – 15,000 MAD (approx. 450 – 1,400 €) | Recommended for a brand communicating across several media |
| Name research and availability check | 4,000 – 12,000 MAD (approx. 370 – 1,100 €) | Domains, social media, OMPIC register — legal verification remains the client's responsibility |
| Full identity (logo, name, guidelines, basic materials) | 8,000 – 35,000 MAD (approx. 730 – 3,200 €) | Scope to be written in black and white: number of variations and media |
| Redesign and adaptation on existing media | 3,000 – 12,000 MAD (approx. 270 – 1,100 €) | Signage, vehicles, uniforms, packaging, already-printed boxes |
| Trademark registration | 2,500 – 6,000 MAD (approx. 230 – 550 €) | OMPIC fees per class depending on the number of goods covered; legal advice separate |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Choosing a logo from a single mockup and using it before checking it works small, in black and white and on a dark background
- Only receiving PNG or JPG images: without a vector file, you cannot enlarge it for a poster or print it cleanly
- Relying on a logo found online or generated without checking rights or similarity to a registered trademark
- Launching a large campaign across several media while colours and typefaces are not yet fixed
- Confusing the logo with the name: a logo does not save a name that is hard to pronounce, remember or spell
Frequently asked questions
What budget should you plan for a professional logo in Morocco?
A logo alone, with three proposals and two rounds of revisions, generally costs 1,500 to 6,000 MAD. With mini branding guidelines, budget 5,000 to 15,000 MAD; a full identity, 8,000 to 35,000 MAD.
Should you register your logo as a trademark?
The logo as a design can be registered with the OMPIC, but it is the trademark (name and mark) that protects you. Registering before launch prevents a competitor using a similar name; it costs from a few hundred to a few thousand dirhams depending on the number of classes.
How long does logo design take?
Allow 2 to 4 weeks for a logo alone with one or two weeks of exchanges and revisions. A full identity, with name research and media, takes more like 2 to 3 months.
Can you make your own logo with a generator?
To get started very quickly with little budget, yes, provided you check the licence and how similar the mark is to existing ones. But you won't get a quality vector file or a consistent system, and a later redesign will cost more than doing it properly from the start.
Which files should the provider deliver?
At minimum: the logo in vector format (SVG, EPS or AI), horizontal, vertical and symbol-only versions, transparent PNGs at different sizes, colours in HEX, CMYK and Pantone, and the reference of the typefaces used.
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