Thinking about getting a new logo designed for your organization but unsure of what you should be asking for from your designer? Be sure to set your new logo up for success with these tips!
If you’re a small organization, it can be hard to prioritize a new logo financially. It’s a daunting task, especially when some organizations pay in the tens of thousands for a new brand! Lucky for you there are a lot of cheaper options out there. But it’s important to remember that the cheapest option is hardly ever the best option.
Here are the basic things you'll want to be sure to get from a logo design project.
Logo or Brand?
Your organization’s logo and brand go hand in hand. The logo is the actual graphic, including your organization’s name. The brand is everything that goes with it—put simply, the colors and fonts to use with the logo.
There’s not much use in having one without the other. If you just replace your old logo on your website and business cards with the new one, it probably isn’t going to look very good. You need new brand guidelines to show you how to use your new logo. Then you can unite all of your materials together with a consistent look. So start thinking about this project as a rebrand rather than just a logo design.
Your designer should provide you with a minimum of a one page Style (or Branding) Guide. This document will be your guide on how to use your new logo and brand.
It should include:
- All versions of the logo: Sometimes you’ll have horizontal and vertical versions, versions with and without your tagline, black and white versions, an alternate version that looks good on dark backgrounds … talk to your designer at the beginning of the project about which options you think you’ll need.)
- Color Palette: Three to four colors that complement the colors used in your logo with the CMYK, RGB, and Hex values of each.
- Fonts: A headline font and a body copy font that complement your logo.
The one file type that is the most important to get from a designer is the .eps file. Think of this file as your “master” document for the logo. Keep it in a safe place. If you work with other designers in the future, they’ll need this. The .eps file is also important because it can be enlarged to any size, so if you ever need a huge banner or poster made, you’ll need the .eps file.
Eps files can be converted into jpegs and other file types using Photoshop. Your designer should also provide you with a high-res jpeg to use in print and a low-res png with a transparent background to use online.
Don’t assume that your designer will automatically include these things. Ask about it at the beginning of a project to make sure you are on the same page. Every designer is different, so being clear about expectations is important.
If your designer sets you up with a solid style guide that shows what colors and fonts to use in coordination with your new logo, you will be in good shape to develop a new brand for your organization!