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Logo Must-haves - Never had a logo designed before ? This is what you should expect

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, I would advise asking for an alternative version that is simplified. It will come in handy, trust me! Gradients and effects do not work or look good in every situation.

  • 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 you have specific guidelines on how to clearly apply these versions, so you remain consistent with your applications.

File formats

All files should be provided as a minimum in ai. or .eps (Adobe Illustrator or equivalent vector format), .jpeg 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). 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.

User Guide

Get some guidelines made up. Make sure you and everyone associated with the usage of your logo applies them consistenty and accordance with those guidelines

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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