LOGOS

Send me your logo.
Those four words sound like such a simple request, however the results I get after making that request are so varied, I thought it was worth a conversation.
 
Send me your logo. I get a tiny square with some pixels in it with a resolution of 72 dpi in a jpg format. The client took her own logo off her website and sent it. She can’t remember where the original file is.
 
Send me your logo. I get an envelope in the mail with a piece of letterhead. Centered at the top is the 2 color logo with a nice note on the page that says: use this.
 
Send me your logo. I get a beautiful 4-color hi-res jpg file, but the client wants a spot color logo for a postcard mailer.
 
In every case above, I have to recreate the logo, and I won’t do that for nothin’! Like my building contractor tells me: it’s harder to rehab a broken logo than it is to build a brand new one. OK, I paraphrased.
 
When your cousin’s brother-in-law’s neighbor offers to do your logo for you, this is what you should demand, even if it is free.
 

1. The logo should be done in a vector format with spot colors for maximum flexibility.
2. It should be saved as a .jpg and an .eps for almost every application you will ever need it for.
3. It should be saved as color, black and white , and reversed out of solid. That’s three versions.
4. It should be accompanied by a basic graphic standard statement, explaining the usage, the brand colors and the fonts.
 
Anything less than that and your logo is going to cost you later no matter how free it was in the first place.

This article was originally posted in January of 2011 in Dan Monge's Mac IT Pros E-Newsletter.

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