Many times it can be confusing what exact logo format or variations you need from your graphic designer. Especially if you have no knowledge about logo design, once you receive your digital files from your designer, you may be wondering “What do I do with these files and why are there so many formats?” “Which of these files will I send to my printer?” Which of these exact logo file formats do I need?
Let me first ask, can you wear the same sweaty pant you used in working out on Saturday to church on Sunday and then for an interview on Monday? My wild guess is NO! Well, the same applies to your logo designs. You can’t use the same logo on your website favicon (that little icon that appears at the top of a tab) on a branded t-shirt or print materials. This is because there is a big difference between Raster image and Vector image. If you used the same for both, you would quickly realize that the logo used on printed materials looks like a blur and it appears pixelated (divided into pixels, typically for display or storage in a digital format).
Raster vs Vector graphics
Raster graphics (rasterized image) files are “flat” files. They are NOT scalable, meaning as you increase the image size you’ll lose the value of the image and start to see the individual pixels.
Vector graphics are scalable. You can increase and decrease the image size without it getting pixelated or losing its value.
While there is no right number of variations your logo should have (as that depends on your brand touchpoints), here are 6 versions we always help our clients with, and why they’re important.
The Logo Variations Checklist:
1. Horizontal Lockup
Your main logo lockup will either be horizontal or vertical, but regardless of which one you go with, you should also have the other. Horizontal lock-ups are great for business cards or to use over an image in your social media headers for example.
2. Vertical Lockup
This can also be referred to as Stacked. The lockup doesn’t need to be a perfect square, just consider places that only offer square space for your logo. Social media icons, your website favicon, and some advertising spaces have these dimensions. It could also be a better fit for an office sign but depends on what your brand touchpoints are and what they require.
3. Icon Only
You’ll definitely be needing the icon for your favicon if you have a website, and it can be useful for other instances like packaging details, watermarks, stickers, etc. Your icon should be highly versatile and simplistic since it will be used in smaller formats. P.S: an icon can also be a monogram of your brand’s initials in this case.
4. Name Only
Yes! The name of your business also works as a stand-alone design element. Personally, I add the typography used in the brand style guide. There are some instances where you will need to use the name without the icon, for optimal legibility. For example, a navigation bar or some car stickers.
5. Monochromatic
If your logo has more than one color, you’ll need your logo in a monotone version. P.S: One of the qualities of a good logo design is versatile – it must be versatile in a black and white variation.
6. Reversed
Still on logo versatility, if your logo is in shades of red it would be unwise to print it on a red t-shirt. Aside from legibility’s sake, there are also many reasons why you’ll need reversed versions of your logo.
Know What You’re Paying For
So there you go, the 6 main variations you should have for your logo. The list of logo variations you’ll need to succeed can seem cumbersome, but a qualified designer will have no problem providing everything on this list.
Pay for a cheap $5 logo design on Fiverr may seem like the savvy way to go, but at some point down the road, you will need to have it overhauled, which will cost you more time and money in the long run.
Do you need an expert to handle your logo design and create a memorable identity that your customers love? Get In Touch!
About Author
