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| Branding Information |
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Logo Files: Versions Of Your Logo That You Should Own
Your logo is the most important graphic element in which you will invest for your business. You should own the logo in many file formats. Having a library of logo files will enable you to send vendors the types of files they need (for example, other designers, printers, or other service providers). There are two major categories that I will cover in this article - color variations and file-type variations. Color Variations You should receive your logo graphic from your designer in all of the file types listed below in the "File Formats" section (unless otherwise noted) in the following color variations: Pantone color or CMYK color RGB color Grayscale and/or black and white versions Black and white Depending on the design of the logo, sometimes only either a black and white or grayscale version of the logo will be applicable. For example, for a logo with just one color in it, only a black and white version would apply. And, if elements of different colors overlap, a grayscale version will ensure that the different graphic elements do not bleed together, as they would if they were all converted to black. So you may not receive both grayscale and black and white versions, but having one or the other should suffice. File Formats: Original graphic To make these types of changes easiest, you need a file of the logo in the original program in which it was created. If the logo was created in Illustrator (which is preferable, because creating vector graphics in Illustrator will allow your logo to be scaled up and down as needed), the type should not be outlined, unless your designer has done so in order to modify the typeface. If the logo was created in Photoshop, the layers of the document should not be flattened, and the type should not be rasterized (converted from editable type into pixels) - this will ensure that it will still be editable. Ask your designer which fonts have been used in the logo, so you could purchase it for use in other materials. This will avoid the lengthy and time-consuming process of font matching, should you work with other designers. You should receive several different versions of the software's native file formats from the designer, in case a future designer or printer ever uses an older version of the software. For example, I provide Illustrator files in Illustrator CS along with Illustrator 9. EPS format PDF format "Outlined" original format These outlined file versions should be provided to any printers or service bureaus to lessen the chance that the elements in your logo could inadvertently be shifted around. This will make sure that your logo will print with the right font should the printer not have the font used in your logo. JPEG and GIF formats TIF format at 300 dots per inch (DPI) resolution, in RGB color format - For use in Microsoft Word and PowerPoint files. TIF format at 300 DPI Having your logo in these formats will ensure that you won't ever need to have your logo redrawn or re-created for use in future projects. After all, you own your logo - shouldn't you be able to use it as well? About the Author Erin Ferree, Founder and Lead Designer of elf design, is a brand identity and graphic design expert. She has been helping small businesses grow with bold, clean and effective logo and marketing material designs for over a decade. elf design offers the comprehensive graphic and web design services of a large agency, with the one- on-one, personalized attention of an independent design specialist. Erin works closely in partnership with her clients to create designs that are visible, credible and memorable ? and that tell their unique business stories in a clear and consistent way. For more information about elf design, please visit: Logo design at http://www.elf-design.com
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