Why Your Logo Files Are Important
Perhaps you just started your business or made the decision to rebrand. If you had invested in a professional design company to brand your new venture or refresh, you likely had spent plenty of time and money to assure that your logo was absolutely perfect — a visual expression of your company’s goals. The font is spot on. The Pantone blue in the illustrated bird is the perfect reflection of your grandmother’s eye color. The tagline is exactly how you imagined it after polling your closest friends for their opinion. The logo is a done deal and you have unleashed it onto your clientele like a firework display on the Fourth of July.
Hiring a professional agency to create your logo ensures that your icon will be created… well… professionally. Designers have the know-how to construct your logo using programs specifically made for vector images and typically output these files in many different formats for your multiple uses. This means that whether you need a black and white version, jpeg, eps, or gif, your designer has the goods and should provide you with several file types as they are the ones cashing that big ole’ check you signed for them.
A word of advice: always obtain a style guide from your designer. What is a style guide? I’m glad you asked. A style guide is a page that references your logo with recommendations on usage in different platforms; sizing restrictions and often variations to accommodate different sizes; a specific breakdown of the color usage; and a list of font names implemented to create your logo.
Why is this important? I’m glad you asked that too. A style guide ensures that any designer, anywhere, will be able to pull elements from your logo (such as color and fonts) to create a website, advertisement, sign, brochure, etc. to match your branding efforts and allow for continuity throughout your company’s overall campaign.
Continuity is the single most important part of continued success throughout each market. I would repeat that but you get the point. Consumers buy from what and whom they know, and the best way to be known is to maintain a consistent “look” across the board. Major bonus points if that “look” is drop dead gorgeous, compelling, and speaks to your market at the emotional equivalent of puppy videos on social media.
Ok, so you get all of that, but what’s really next?
Once your designer sends the style guide and the multiple file types, you MUST retain them for the life of your business and keep them in the safest place possible. Save them on your computer hard drive. Save them on an external drive. Save them to the Cloud. Put them on a thumb drive and store it in a fire-safe box. Save them absolutely any place you can think of so that they won’t go missing. This may sound a little ridiculous but I am absolutely serious.
The biggest downfall of businesses that invest in professional logo creation is that the high-resolution files are not accessible when they need them the most. Relying on your agency or designer to keep these files even after you have moved on to trying your luck with a different marketing or design agency is not foolproof. Let’s face it…businesses fail. Freelancers move on to other things. Agencies merge. Basically anything can happen and once they do, your perfect logo may disappear forever—leaving only a pixilated version that is unusable and rejected from the publication, printer, or new designer who needs to use it.
[SIDENOTE: This rejection is not your digital professional trying to be mean by the way, they simply can not use the file in the format they need it. Trust them when they tell you there is nothing they can do to make it work (without a complete rebuild which would likely cost you more time and money.) Unfortunately there is not a magical wand or special program that can completely fix poor logo files.]
Success in your business means keeping track of the important elements that have defined its’ brand and along with your tax identification number, you should also keep your high resolution logo files is at the top of the priority list. This rule also applies to purchasing or inheriting a company from a secondary source. Write it in your signing agreement and do not finalize anything without the security of those multiple file types in your hand.
Do these things and not only will your business have the advantage in the long run, it will save the embarrassment of a low-quality logo appearing in a sea of crisp, beautiful brands.
Would you like to brand your business or revamp an existing logo into a usable file? Contact firstname.lastname@example.org or 717-364-4344 to find out how Espial Design Group can help you.