It’s been a few years since I first wrote about how to properly put together a logo pack for clients and I’ve received a ton of positive feedback from clients and designers alike. It is a subject that is often overlooked despite its importance. I mean, what good is a logo if it doesn’t have the structure, variations and versions for every occasion? is it for printing? is it for digital? Landscape or portrait? The list goes on.
With more experience under my belt and a number of new customer requests, I wanted to share how I updated my process to further improve the customer experience. So what’s the best way to organize your logo files in 2022? What file formats should you include? How many logo variations should you provide? Let’s dive into what a logo pack should include.
Logo Pack Folder Structure
Before we start creating files, let’s set up the folder structure. Below is a breakdown of the folders within your zip file. I found this structure to be the most logical for clients to help them navigate multiple versions of their files. The logo variations folder will contain all the different arrangements of your logo. The next section divides your files into digital and print. Your color variations folder will include the available color options. Finally, the relevant file types your client will need.
Logo Variations
With all the different platforms and media a logo can be used for, one style simply isn’t enough. The number of variations will depend on the complexity and components of the design. For example, some logos may have a tagline to work with. On the other hand, some logos may have an icon that can exist with or without attached text. With multiple styles to choose from, providing a brand guidelines document can be helpful in guiding your client on when and how to use each.
What logo variations should you provide?
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Vertical/Horizontal</h3
When designing a logo, consider creating both horizontal and vertical versions, as different situations will require different orientations. For websites, a horizontal version is usually best, but a vertical or stacked style might work better for your signage or collateral pieces. That being said, some logos will only have one orientation.
Brand or Icon
Brands or Icons without text are ideal for promotional items, social media accounts, or when the main logo is visible too small. If your logo doesn’t have an icon, develop one for those specific situations. For example, Facebook uses an ‘f’ in a circle for its icon, but its main logo is a word mark.
Word Mark
This is probably the less popular version than its client could use. . However, it may be useful to include it in scenarios where space is limited.
Color spaces
A common question I get is what file should I use to print? Not everyone will know the difference between RGB, CMYK, or Pantone. So I have divided them into their respective digital and print folders. Both folders are set up very similarly with a few key differences.
Your digital folder will contain image files and vector files. Your print folder will only contain vector files separated into CMYK and Pantone folders. Now you may be wondering, why do I need vector files for digital if I don’t need to print them? It is useful to have vector files in RGB in case your client wants to export different formats or sizes that are not included. Basically, a vectorized logo keeps it flexible.
CMYK printing will generally be the most used by clients, but it’s important to include Pantone versions as well. For more information on Pantone colors, see how to maintain color consistency in print and digital.
Color Variations
Your client’s logo won’t always be in full color on a white background, so it’s important to provide a variety of options for different scenarios. If your logo has a dark background, they will need a reverse or white option. If they can only print one color, they may need a solid black version. Depending on the nature of the logo itself, you may have more or fewer versions than what you see below.
How many color variations should you include?
- Full Color
- Reverse
- Black
- White
Which logo file formats should be included?
There are all sorts of file formats out there, but giving the customer too many options can overwhelm them. These file formats are the ones that will meet most customer needs:
- Adobe Illustrator (AI)
- PDF editable
- EPS< /li
- SVG
- JPEG
- PNG
Vector formats
For a long time, the standard for supplying logos was an EPS file and some would say still is. However, with changing technology, EPS files are a dying format and become obsolete. PDF files are becoming the standard universal file format due to their versatility. When you export PDF files, make sure they are editable for the client. That said, I’d still include an EPS file, as some printers with older software still ask for them.
SVGs are great for website design as they keep logos and icons sharp and are infinitely scalable without pixelation. This is especially noticeable with higher resolution displays over 1080p. It’s also a good idea to include the original AI file so the client can edit or export additional formats in the future.
Image Formats
There are many different types of images, but it should be sufficient to provide both JPEG and PNG files in your logo package. I like to include PNG files in addition to JPEG files because they have a distinct advantage in using transparent backgrounds which can be useful. These files will only be needed in your digital folder. I like to keep my image files in a separate folder from my vector files to keep things simple and organized. With all the different file types and image sizes, it can get a bit tricky if you put them all together.
Image Sizes
When it comes to specific dimensions, there isn’t really a standard you should follow, this is more of a recommendation from my experience. I usually scale the largest size to 1920×1080, which fits a typical 1080p display. Because clients sometimes use their logo on a full screen for presentation purposes or at an event, I think this makes more sense for the larger size. However, although in its early stages, 4K displays are quickly becoming the norm. If you want to be a bit ahead of the curve, you can include a 4K (3840 × 2160) size for your client.
Now, depending on the orientation of your logo, it can be wider than it is tall or vice versa . If it’s wide, scale it to 1920px wide. If it’s taller or squarer, I usually resize it to 1080px height as seen below.
In addition to a large logo size, I also include a medium and small version. The reason for this is that clients often use their logo in email signatures, which can be quite small. Using a large, shrinking logo only adds unnecessary file size which can cause issues with size limits on certain platforms. For a medium size, I scale 50% of the largest size and 10-15% for the small size, as seen below.
You may be wondering, should I include 72 DPI and 300 DPI images in my logo package? I usually only provide 72 DPI (low resolution) files because they will work for most web purposes while keeping the file size low. Conversely, a 300 DPI (high resolution) image is unnecessarily large and will lead to a slower web experience. In case there is a scenario where you need a high resolution image of the logo (usually for printing), a vector file should always be used.
Name Structure
Having a proper naming structure is not only good practice, but will also be helpful in identifying each file correctly. Below is an example of how I prefer to label my files. I start with the client name (Stryve), followed by the logo variation (vertical, horizontal, etc.), the color space (RGB, CMYK, or Pantone), and finally the color variation (black, white, or inverse).
Includes a logo package guide
Have you ever tried to put together IKEA furniture without the instructions? Sure, putting together a coffee table might seem simple at first. Wait, why this table has 87 parts?! And just like you’re no expert at assembling IKEA furniture, your client probably isn’t as well-versed in file formats, color spaces, or when to use them. Includes a guide Briefly describing the difference between each file type and when they are used will give you the tools to use your new logo effectively.
Build a package of logos for a client can be a slow process and s Some of it may seem excessive. However, you should remember that your customer may not be as familiar with graphics files as you are. Keeping things labeled and organized will make it easier for them to use the files correctly and navigate what’s what. It will also save you having to answer questions about which logo to use in the future.
To get started, you can download my pre-made folder structure, which also includes my helpful guide to logo packages for clients.
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