Even a basic logo for a small start up business is going to be used on a wide range of applications and so it is important that the suite of files provided with the finished logo will cover all the likely media and formats that it may feature in.
The picture on the right shows part of the cover slip that accompanies logo master CDs when they leave our studio (click to enlarge it). This is intended to provide a guide to our clients so that they can select the most suitable file for any given application. We advise them to copy the disc in its entirety (keeping the original in a safe place) and send a complete copy off to their printer, sign maker or other supplier if they are in any doubt about what they require.
We also supply additional information which is specific to each logo detailing, for example, the exact colours in CMYK, RGB and Hex (sometimes also as Pantone (‘spot’ colours) or – rarely – the RAL paint colour references). The name of the font used in a word mark (unless it has been modified by our designers) is also specified. We often also include recommendations for complimentary fonts and colours which are the ones that we have selected for use on company communications.
Of course a set of brand guidelines – if commissioned – will go into far greater detail about how the logo should be used in various applications. But at least a comprehensive assortment of file formats will ensure that a new logo will reproduce as it should in print, on the web and on the tail plane of the company jet.
Rastor or image files (like JPEGs) often cause problems when people stretch them beyond their intended size which causes them to look pixelated and fuzzy. When a very large image is scaled down to fit in a document it can take forever to print or cause an email to bounce back undelivered. The technicalities of image resolution are somewhat tricky to explain in a few words which is why our master discs have four sizes of image file: ‘small’ ‘medium’ ‘large’ and ‘larger’ and, between them, these cover most applications like PowerPoint and Office documents.
We also include PNG image files which are the modern version of GIF files and are favoured by many programs for things like email stationery footers.
PDFs (Portable Document Files) are used everywhere as most people have a PDF viewer of some sort installed on their computer. ‘PDF reader’ is the most popular of all links on the web. These are still image files and so there is a finite limit to the size at which they can be printed clearly but they are perfect, for example, where a small image is needed for pens, key ring fobs and similar small promotional gifts.
EPS files use ‘vector graphics’ which use mathematical instructions to screen drivers and printers and consequently images and type faces in these files are infinitely scaleable. We also include the original Adobe Illustrator file from the program we have used to create the artwork so that printers and other designers can make full use of the artwork. But beware of tampering – your logo will have been carefully designed and is unlikely to benefit from any sort of modification. Consistency is key to any corporate identity and all too often what started off as a great design ends up a mess through well meaning people dabbling and making changes that often accumulate into something far removed from the perfection of the original design.
Click on the chart on the right to enlarge it and you will see how we organise the various colour and mono files into the various file formats. There is also a chart which shows at a glance which files are best suited to different applications. In the unlikely event you – or a supplier – needs an obscure file format for any reason (plan plotters have their own format) please let us know and we will happily supply this for a modest charge for retrieving the master from our archive. The same applies if you require a duplicate master disc at any future date.
All work produced by us becomes the client’s property upon settlement of the final invoice. Everything we design is purpose-made and unique. Full copyright ownership is assigned to the client once the project is concluded.