For those who have just received their new logo files from their graphic designer and don’t know what to do with all these different files
Why is the logo file I used not sharp enough?
Why are the colours different when I print out the logo?
Why doesn’t my logo have a transparent background?
The last thing you want to do is use the wrong file and ruin all that hard work you and designer spent creating your new brand identity. If you truly want to get the most out of your new branding please try to follow these 4 tips.
1. If you have a style guide...follow it closely
If you invested in a style guide with your brand identity then use it. The information in this document gives you direct instructions on what fonts to use with your branding and how to set up your other related documents with the correct colours, styles and logo positions.
2. Don’t stretch your logos
Please refrain from any urge to stretch your logo out of proportion to make that tiny bit wider. Even a slightly stretch logo can come across amateur or as seen as a mistake which will reflect on your company image and how people perceive your brand.
3. Don’t change the colour of your brand if it’s not recommended by your designer
You know who you are! I know there are times when you feel a bit creative and you consider yourself a bit of a Photoshop whiz. If you start to change colours of your brand to something that has not been recommended by a professional designer or has not been indicated in the style guide, then 98% chance that your logo will turn into an eyesore.
This is due to the fact that brand identities are all unique and work on specific backgrounds and the whole point of choosing specific brand colours is to create consistency with your brand image. Just because you feel like changing your logo pink because you think it suits the current collateral you are working on is a rookie mistake which again can affect your brand perception and how others see your brand. If you need to use a different colour version of your logo because it won't stand out on a busy background, normally you would use a plain white or even a black version of your logo which normally is supplied by your designer.
4. Use the right file for the right job
One of the biggest mistakes I’ve seen is when clients use the wrong files for the wrong job.
Use PDF & EPS files for print & use JPEG & PNG files for web. A professionally designed logo is carefully created with each file type optimised for print or web. Your EPS & PDF files have set Pantone, CMYK colour values to ensure it will print as close to a matched colour swatch in your designers colour swatch booklet. So printing with a png web file won’t guarantee a correct matched colour output. Also printing a with a web PNG or JPEG for a large banner will result in a blurry image as they are not vector files and most of the time these files are not large enough to scale at larger sizes.
Not all file types have transparent backgrounds, for example to add a logo without a white background on your website or email, then you will need a PNG file that has been exported with a transparent background. If you don’t have one of them handy the get your designer to provide you with one.
For more details on different file types download our file guide to help you choose the correct type. Download here.
Hope these 4 tips help you stay away from rookie mistakes and ensure your branding stays sharp, clean, conveying the right brand message to your customers.