Best Practices: How to Package Logo Files for a Client
You’ve done it! You’ve created the perfect logo for your client. They love it, you love it, everyone is happy. With no more revisions in sight, you quickly email them the logo file, send the final invoice, and happily cross the project off your to-do list. But then, a few weeks later, a message pops up in your inbox:
“Dear Designer,
We're collaborating with XYZ Custom Tees for our upcoming event, but they're having trouble with the logo you provided. They mentioned needing a 'vector' file, and I'm clueless about what that means. Also, sorry for the rush, but they need it within the hour to meet the printing deadline.
Thanks,
Client”
Or worse yet, you start noticing your beautifully designed logo being misused: blurry email signatures, font substitutions, a glaring white square behind the logo against a colored background—the list goes on.
Suddenly, you are racking up more time on a project that you thought was complete. To save yourself future frustrations (and set your client up for success), invest a few extra minutes organizing your files at the project's conclusion using the following tips.
Vector vs. Raster
Let’s kick it off with the two basic file formats: raster and vector. Raster files are digital images made up of a bunch of tiny dots called pixels. As the dimensions of the artwork increase, there is a loss of quality, and the image becomes distorted. Vector files are created with lines and points based on mathematical equations, and maintain a crisp, clear quality as they are scaled.
When it comes to logo design, flexibility is key. All logos should be created in a vector-based design program (Sorry, Canva!). Raster programs like Adobe Photoshop can create some pretty cool effects, but they will look blurry when the final logo is in use. Adobe Illustrator is my go-to program to build a logo.
File Extensions
You'll commonly work with several file formats, including Adobe Illustrator (AI), EPS, editable PDFs, SVG, JPEG, and PNG. While your client may occasionally have a special request for another type of file, these formats typically cover most client needs. AI, PDF, EPS, and SVG are vector formats, ideal for situations where the logo needs to be resized or for printing brand materials. On the other hand, JPEG and PNG formats are raster images, primarily suited for digital purposes like websites, social media, invoices, and banners. PNGs, with their transparent background feature, offer added versatility, making them particularly handy for various in-house digital projects.
Logo Variations
In today's wide range of potential logo applications, it's crucial to have a comprehensive suite of logo variations. A logo needs to seamlessly adapt to light and dark backgrounds and work in both vertical and horizontal orientations. Some versions may require a tagline, while others must function effectively as icons or favicons. The number of variations needed will be different for each project, depending on the design’s complexity. Crafting a brand guideline document becomes invaluable in this process. It outlines the usage guidelines for each variation, specifies colors and fonts, and delves into brand strategy. This resource not only benefits clients but also maintains brand consistency and professionalism. However, diving into the specifics of brand guidelines deserves a separate, more extensive discussion.
Exporting Files
Not every variation needs to be available in every file type. For example, there's no need for a white logo to be saved as a jpg since it won't be visible on a white background. Similarly, if you're only using horizontal variations for web purposes, you may not need to save print files. It's crucial to understand your variations and their appropriate uses to prevent logo misuse and reduce potential follow-up questions from clients.
When preparing your files for export, confirm the color space aligns with the intended use: CMYK/Pantone for print and RGB for digital. However, transitioning between color spaces isn't as straightforward as adjusting document settings. Take the time to manually adjust color values in the color picker to match the brand's defined colors accurately.
It's also essential to outline any live type in the document. While leaving type live allows for easy revisions until the client’s final sign-off, their computer may substitute fonts if they don't have the correct one installed. To prevent this, select the text box, go to the type menu, and click “create outlines” (CMD + Shift + O). This will ensure text consistency regardless of who opens the file.
Finally, consider the sizing of raster files when exporting. Since clients may have various digital application needs (email signatures, web banners, slide decks), there isn't a one-size-fits-all rule. Touch base with your client to determine their needs, allowing you to save their most frequently used sizes and resolutions. When in doubt, an image with maximum dimensions of 1920x1080px typically suffices for full-screen displays without causing a significant lag in loading time.
File Names
Establishing a consistent naming convention for your files is crucial for maintaining organization and clarity for your clients. My recommendation is to label each logo with descriptors in order of the client's name, variation, and color, separated by underscores. For example, "Juxtaproof_Stacked_Logo_Pink.ai" or "Juxtaproof_Favicon_White.png". This approach ensures that files are easily understandable and readily identifiable, streamlining communication and workflow efficiency.
Folder Structure
After finalizing your export plan, it's time to consider how to maintain organization. Begin by creating a primary folder, labeled something like "Client_Brand". Within this folder, gather your logo guide, brand guidelines, and other assets, alongside two subfolders: "Print" and "Digital". In the "Print" folder, organize subfolders titled "AI", "EPS", "PDF", and "SVG". For clients requiring Pantone colors, consider adding "CMYK" and "Pantone" subfolders after "Print", then nest each file type subfolder within those.
Within the "Digital" folder, replicate the same structure, adding "JPG" and "PNG" subfolders. In each file type subfolder, store exported files for all logo variations. If this seems tricky to visualize, refer to the diagram below.
Once the folder structure is in place, compress it into a .zip file for easy sharing.
This approach not only improves organization for both you and your clients but also relieves concerns about logo misuse once the files are in their hands. To simplify communication about file usage and color spaces, consider including a logo guide in your package. Check out our free download as an example to get you started. While not as comprehensive as a full brand guideline document, this one-pager cheat sheet explains the various file formats and color spaces for clients.