Today I want to share with you some information regarding the correct logo files you should receive from your Graphic Designer for your business.
Ensuring you receive the correct files to be able to use your logo across all mediums is really important to future proof yourself. You might not be in a place where you are having things printed at the moment but in the future, you may be, and your logo files need to be in different formats for print and web.
So before we jump into the different file formats you will need, note this important piece of information.
A logo should always be designed in vector format. What this means, is your logo will then always be scaleable. You will have a logo that can go on a billboard without pixelating or on a clothing label and still keep its good looks.
Photoshop is not vector format. Having a logo designed in Photoshop is not correct practice, and if you have a logo designed in Photoshop you may find you come unstuck with it at some point. Photoshop is raster based, its a flat image and will pixelate if blown up.
Logo file formats you will need
+ EPS – This format is your vector file, it’s scalable, has a transparent background, is a working file if another designer needs to make changes and is also great for print.
+ PDF – This format is also vector and is now the preferred choice for a lot of print companies. It is also transparent, scalable and best for print.
+ JPEG – This is an image based format and will pixelate when blown up too much. It’s not transparent. This format is used for digital purposes.
+ PNG – Also image based so can pixelate if you don’t have a large enough one but the PNG is transparent, so the best option for any digital / web purposes because you can put it on a coloured background and use it as a watermark etc.
Those are your most common file types and if you have them in your brand toolkit you will be covered for every situation you face in the print and digital worlds.
Now, as well as your standard logo in those formats, you should also receive all of those formats for a black and white version of your logo and any other alternative versions such as a text-only version or a stacked version.
I hope this helps you understand what logo files you will need from a graphic designer, shop around and make sure you are getting the real deal, spending the $$ initially will save you in the long run.
Choosing a colour palette for your brand is a lot more involved than just picking your favourite shade of pink.
There are a few simple rules to follow and it helps to know the basics of colour theory before diving into Pinterest to find your perfect palette. I’m going to share a few tips with you today
1. BE SUPER CLEAR ON WHO YOUR IDEAL CLIENT IS?
Before thinking of colours I want you to make sure you have nailed down who exactly your ideal client is. There is no point having a brand that is full of florals and pink hues if your ideal clients are men in the blue collar industry.
Your brand colours have to be appropriate for your industry and who you are targeting.
2. WHAT’S YOUR BRAND PERSONALITY?
Colour has a strong ability to guide peoples emotions and to set first impressions. Whats your brand personality?
Are you a biz babe running fun, friendly art classes or are you a serious tech guru whose ideal client is local government agencies? Your brand personalities are going to be quite different and therefore your colour palette will be too.
So let’s have a look at some of the main colours and what they represent and the emotions they convey.
Green – Is a very calming, nature-inspired colour, its used a lot in the wellness and holistic industries. Fresh, organic and positive
Blue – Is also a calming, tranquil and harmonious colour, used a lot in corporate industries and has a sense of reliability.
Red – Is a strong and dynamic colour that gives a sense of power and drive. Go easy with the colour red as it can have negative tones.
Pink – Feminine and soft, sweet and playful. Pink is often used in the health and beauty industry.
Purple – Is often associated with spiritual industries. It conveys a sense of luxury and vibrancy.
Yellow – Is a bright and cheery colour often used in food industries as the colour yellow is known to stimulate appetite. Happiness and excitement are feelings invoked by the colour yellow.
Grey – Is a great modern colour and works well used as an accent colour. Its calm and sleek and used in a lot in tech or corporate industries.
Now you have a bit of an understanding of colours, what colours are most likely to suit your business?
3. HOW MANY COLOURS SHOULD YOU USE?
A good rule of thumb is 3 colours, a base colour and accent colour and a neutral colour.
For example, my brand colours are this.
Navy blue is my base colour
Soft pink is my accent colour
Grey is my neutral
Never use more than 4-5 colours, you don’t want your brand to look like it was created by a primary school student.
Some great places to find colour inspiration
Colourlovers – www.colourlovers.com
Adobe Kuler Colour – www.color.adobe.com
Design seeds – www.design-seeds.com
Ok , now you can go off and create a dynamic colour palette for your biz.
Creating a Mood Board for your Brand is a great first step!
If you don’t have a mood board for your brand I strongly recommend getting one or creating your own. It’s a great way to succinctly and visually display what you want your brand to be. Its the vibe, the look, the feelings, the colours, everything that you want your brand to encapsulate.
A mood board helps you create a visual starting point to build your brand from, it also helps keep you on track with your brand, helps you keep things consistent.
So, what is a Mood Board?
Generally speaking a mood board is a one page collection of images. These images do not have to be literal to your business and what you want in your brand. They are images that envoke the right feelings you want your customers to feel when dealing with you. For example, you might have a cake making business and you specialise in childrens birthday cakes. You want your business to come across as fun and friendly, you might find pictures of a brightly coloured circus or a bright bunch or florals. Your business has nothing to do with a circus or flowers but these images give off bright happy feelings which is what you want for your brand. Starting to get the gist??
How do you create a Mood Board?
Being a digital designer I create digital mood boards for my clients. We usually start the process by going on a pinning frenzy in Pinterest (that is after a bit of brand strategy stuff) and from there we really hone on the imagery and I pick approximately 10 of the images that really follow the brand messages we have come up with.
I have had clients come to me with paint swatches, drink bottle labels, bits of washi tape at a brand meeting. So if you are generally a more tactile person create one yourself using these sorts of things.
Mood Board for one of my Clients
As you can see this Mood Board is for a client of mine who is male, wanted a modern updated brand, is in a professional corporate industry and wanted a sleek contemporary look. I have included examples of colours, patterns, fonts, other logo’s, stock images that all fit the brief.
It doesn’t have to be a time-consuming exercise at all but boy when you have your own Mood Board it is so empowering and gives you great clarity.