- Hayley Milne Payne
You've picked your designer/agency and are ready to brief them on the logo of your dreams. A logo for a new business needs to last, your logo is an integral part of building your brand and you don't want to risk having to change or amend it later.
First things first, check you are on the same page. Here is my handy list of logo (technical) must-haves. If your designer can address and deliver on all the below points, you are off to a great start!
A suite of logos, varying versions for different scenarios
You may need plain black and white versions for special printing scenarios when only one colour is required. Check your logo would still be feasible in that situation.
If you have a logo created that has gradients or special effects, but depending on your business you may need to have a simpler alternative made as well.
In an ideal world your logo would work on a dark and light background. Unfortunately, this is often not the case, even for some global brands. So make sure you have this covered, and have two versions supplied if it is necessary.
Consider a logo that has elements that you can break away from each other. It’s very useful in situations where you need a small element but not the entire word mark. Just make sure it is clear on how to clearly apply these versions, so you remain consistent with your applications.
All files should be provided as a minimum in ai. or .eps (Adobe Illustrator or equivalent vector format), and .png. For some digital applications you might require further formats. Make sure any jpegs and pngs are in high resolution and ideally already have some provided to you ready to go and sized up, to integrate into your social media channels.
Choose your fonts with your logo.
If given the choice use an open-type font (OTF) that is license free. They offer more flexibility for designers and are more forgiving when it comes to different language versions, having all the necessary symbols you might require. If you plan on selling or offering services outside of the English language, its worth a consideration to choose a font that comes in the languages of your market(s).
Get a colour palette established
Make sure your designer has provided you with all the necessary codes - RGB, CMYK, HSL, and HEX. If you do printing that requires single spot colours, ask your designer for a Pantone reference and recommendation. Your printer might well ask you for it.
Get some guidelines or an overview made up. Make sure you and everyone associated with the usage of your logo applies them consistenty and accordance with this guide.
If you find your designer isn't willing to address all these points inclusive in their quote, then you may want to consider finding another one.
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