How to supply you logos and what to ask your graphic designer.
When you supply your “logo” to any designer, for a website designer, signage, packaging or any other use, they seldom require one file. A logo is not one file, it is a set of files for different purposes and applications. For example a logo for a dark background will need to be completely different colours that one on a typical white page. The files may also be accompanied by instructions, referred to us a Style Guide or Brand Guide. You need to request all these files from your graphic designers.
First, you need to supply three layouts using the same overall design. “Design” is the creative concept, colour options, fonts and graphics that together form your logo design. The exact layout of these components may vary. For example, most websites require a wide “landscape” logo to sit in the main navigation. While promotional items may need a centred, square logo and you building may only have space for as bold icon.
Layouts:
- Landscape (long and wide) layout
- Centred (potentially square) layout
- Icon & Favicon (square)
Note: Each layout above are completely different arrangement. They use the same design rearranged to form a new shape.
Each of the three layouts above must be saved several times. Each file uses different colours for different backgrounds. For example your main logo colours may not work on a very dark (black) background. You designer needs to consider this and provide a solution. Placing logos over an image requires a all-white solid version.
Colours:
- Full Colour for white backgrounds
- Full Colour for black backgrounds
- All White for complicated backgrounds
You graphic designer must select the appropriate type of file for the logo. JPG files are better for logos with gradients and shading. Flat logos must be supplied as PNG and SVG. However, only PNG logos can use a transparent background. Its a good idea to supply shaded logos as both a JPG for quality and PNG for transparent background applications.
Finally, the different layouts should be applied as AI (Adobe Illustrator) “vector” files with their licensed fonts to allow us to create custom versions.