About project
2024
The main task was to develop a logo and brand style for the German B2B marketing agency Kampagnenreiter, which specializes in SEO, SEA, and SMM for companies with local offices.
The main goal was to create a visual image that combines professionalism, trust, and clarity, emphasizing an individual approach to each client and a focus on measurable results.
Kampagnenreiter positions itself as a reliable and down-to-earth advisor, capable of explaining complex things in simple language. This had to be reflected in the graphic design: the logo had to be both serious and open, formal but with a human face. Therefore, the emphasis was placed on restrained geometry, clear typography, and a balance between technical precision and a friendly tone.
The main goal was to create a visual image that combines professionalism, trust, and clarity, emphasizing an individual approach to each client and a focus on measurable results.
Kampagnenreiter positions itself as a reliable and down-to-earth advisor, capable of explaining complex things in simple language. This had to be reflected in the graphic design: the logo had to be both serious and open, formal but with a human face. Therefore, the emphasis was placed on restrained geometry, clear typography, and a balance between technical precision and a friendly tone.
Stages of work
- Competitor analysis
- MindMap development
- Logo variant development
- Finalization of the selected variant
- Branding and brandbook development
Insights from
competitor analysis
In addition to the logo, the company's website—which serves as the public face of the corporate style—was also included throughout the examination.
Creative and youthful, but does not fully correspond to a serious B2B image.
Radiates trust and partnership, but is too soft and loses its impact due to the visual chaos of the website.
Has a clean structure and competent design, but lacks emotional expressiveness and personality.
Reliable and rigid, but creates a feeling of pressure and inflexibility.
After analysing the competitive landscape, I focused on building a distinctive visual identity that conveys reliability and clarity — but without falling into generic trends. The goal was to create a professional, trustworthy presence that feels structured yet human — with a clear promise of measurable results and a tailored approach to every client.
The final logo is based on a stylized letter “K” from Kampagnenreiter, featuring a check mark formed through negative space. This subtle cut-out embodies the ideas of task completion, clarity, and reliability — while giving the logo a clean, modern, and timeless appearance.
To reinforce brand recognition and add a distinctive visual cue, a deep green was introduced as an additional brand color. From the negative space in the logo, the check mark emerged as a standalone green element — a symbol of success and a recognisable signature across the brand’s communication.
Hex
RGB
CMYK
Pantone
RAL
#373838
55, 56, 56
69, 58, 55, 62
PMS 19-4305 TCX / 447 C
8019 [Grey brown]
Onyx
Hex
RGB
CMYK
Pantone
RAL
#338C26
51, 140, 38
77, 24, 92, 9
363 C
140 50 60 [Temperamental Green]
Forest Green