The logo design process is an exciting, if not sometimes, a stressful time for business owners. To help you keep an overview of the stunning designs and files that your graphic designer is sending you, I have created a simple logo checklist for you.
Do you have the following?
Brand Identity:
Logotype
- Full colour
- Black and white
- Black and white inverted
Logomark
- Full colour
- Black and white
- Black and white inverted
It is common for a logo to be crafted using a logotype and logomark. A logotype is the business’ name designed using typography. A logomark is a bespoke graphic or symbol that represents the business. With my clients, I usually include both the logotype and logomark option, as this gives more flexibility in terms of logo formatting; from the favicon to the website header to the social media profile image. A Favicon features on website tabs and bookmarks, usually in the form of your logomark. Having a custom favicon is a great way to build brand awareness, establish credibility and increase website traffic, as your business is easier to spot amongst the many bookmarks.
The importance of black and white logos and their inverted versions become clear when you would like to implement your logo in certain offline locations. For example, when you would like your logo to be frosted against a window, appear on a retail receipt or on promotional merchandise.
Logo Files:
- EPS
- JPG
- PNG
- Favicon
An EPS is the vector format of a logo and so allows your logo to be scaled up to any size that you need without a compromise in quality. A JPG is a very handy format, as the majority of applications recognise it. It does, however, come with a background, which may not be suitable for your design task. A PNG can be exported without a background and with just your logo. This is ideal for footers, but because of the pixel number, a PNG would not be suitable when scaling up to the size of a roadside banner. In this instance, I would recommend using the EPS file.
Logo Colours:
- RGB
- CMYK
- Pantone
The RGB format corresponds to the colour codes for screens. The CMYK format is essential when printing your logo, as the colour spectrum that is available for printing is a lot smaller compared to RGB. This means that if your logo colours are not chosen carefully, your printed logo will look a lot duller compared to your logo on screen.
Another potential issue with your logo colours can occur if you regularly change printers. Printing companies can have varied levels of printing equipment and knowledge and so your logo may suffer as a result of this. A solution to address this potential issue is to either use Pantone colours or match your colours close to a Pantone colour. This is a great solution as Pantone is a standardised colour matching system that can help keep the colours across your printed material more consistent.
Brand Presentation:
- Styles
- Fonts
To create a strong brand presence, consistency is key. Ask your graphic designer for mockups of your logo being used in documentation. This will give you a great indication of the style and feel of your brand. Typography is also key in creating a powerful brand presence. I find it of great importance to give my clients an indication of the fonts that would best suit their brand and attract their target audience.
Are you missing any of these?
If you are missing any of the above, then do contact your graphic designer and ask for them. You may not need them now but as your business continues to grow, different design opportunities will arise. A gap in your checklist may slow down your progress.
If you are no longer in contact with your graphic designer but do need any of the above, then please get in touch with me, hello@janinaneumanndesign.co.uk, so that I can help you and your business growth.