Understanding Logo Files

So, you’ve had a new logo created and you’ve been provided with a ton of logo files and quite frankly, you’re in logo overload. Right? Well, this post is here to help. It’s based on the files I provide clients.

First off, you’ll get versions for use digitally and in print.

Digital

Logos for digital use are provided in an RGB colour space (Red, Green, Blue) which is used on screens. The file types you’ll be given are:

JPG – this will usually have a black, white or coloured background depending on your brand visuals and colour version. Perfect for uploading to social media, as profile pictures and so on. You’ll get a high res and low res version.

PNG – this will have a transparent background, perfect for placing your logo on top of other graphics. You’ll get a high res and low res version here too.

SVG – this is a scalable vector graphic and works well on websites where you’d like the logo to be responsive so it’s crisp on different screen sizes.

Print

Logos for print use are provided in CMYK colour space (Cyan, Magenta, Yellow, Key aka Black) which is used in printing presses and also Pantone. The latter is a standardised colour matching system for when you want the colours to be exact.

JPG – High-resolution image. Not the best to use if you want to add your logo to other graphics as it retains a background.

EPS – Vector file, can be opened in any size with the correct program, such as Adobe Illustrator, Adobe Photoshop, Affinity Designer etc. Always the best version to use if you’re creating artwork. As a designer, I like to be sent eps files to work with as they’re layered vector files.

PDF – This retains its vector format and transparency. A common file to share to printers and designers.

Whilst it can depend on your brief, I aim to provide a variety of versions so that you logo is future-proofed and ready for a whole host of applications.

If we imagine that the logo in question has both an icon and text elements involved, here’s what you’d get:

Primary Logo – combi mark, meaning there is a logo mark (icon) and logotype (text), either portrait or landscape

Secondary Logo – as above in the opposite layout i.e. landscape

Logo Mark – the icon of the logo on it’s own which is very handy especially for digital use

Logotype – the text on it’s own which can be very useful in some applications

What about colour?

Within each of the Digital and Print folders, I provide logos in four colour options:

Full Colour – Your primary colour scheme

Inverse – Your primary colour scheme but with the black/dark areas inverted

One Colour – Black throughout

Negative – White throughout

We don’t have to stop there. Your brand is much more than your logo.

Whilst what I’ve mentioned above is supplied as standard (expect no less), visually there’s a lot more I can provide.

Brand guidelines layout how to be consistent with your brand’s visuals by outlining typefaces, colour schemes, do’s and don’ts, artwork and layout examples. Plus it can stretch further than that by including sections such as tone of voice. You then share these guidelines with anyone who deals with your brand so that your brand always appears tidy. You must enforce this use, it’s a serious thing, large companies will hire someone in charge of approving all brand use.

Branded graphics are extra elements that work with your logo to create a strong visual message. Do this right and people don’t have to see the logo to know it’s you. This could be additional elements such as patterns, imagery and other graphics.

Brand collateral are visuals used to promote your brand, this could be social media posts, social profile assets, posters and flyers, signage, advertisements and so on. These will not only feature your logo but also your branded graphics.

If you’re looking at your current logo files and thinking “well… I didn’t get any of that”, maybe we should talk about refreshing your brand’s visuals and keeping things consistent.

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