Getting Your Money’s Worth Out of Your Logo

by | Mar 31, 2021 | good business, logos

Assets You’ll Need for Success

It’s fun to envision a new logo for your business, event, or new product line. You have ideas in your head and now it’s time to call in a graphic designer to bring those ideas to life.

A logo is a big deal. It’s the face of your business or product. It’s a communication tool. It’s the first impression of your business. And it’s a financial investment. So when you’re working with a designer to create a logo, you want to make sure you’re getting everything you need for flawless execution. 

The Essential File Deliverables

A graphic designer’s job is to create a logo mark that you (and your customers) love. But what do you do with the logo after it’s designed? Hopefully, your designer provides you with your new logo in a variety of file formats and sizes. You’ll likely need all of these files at some point for different projects. Here’s a list of the file formats you should ask for and what they’re used for:

.JPG and .PNG 

These file types (typically lower resolution) are generally used for: 

  • Social media profile images 
  • Word/Google documents for memos or letterhead
  • PowerPoint presentations 
  • Email signatures 

.PDF and .AI

Designers like these file formats because they can be re-sized without losing quality or getting blurry. They’ll typically request a PDF or Adobe Illustrator file for: 

  • Website design 
  • Banner ads
  • Animations
  • Swag
  • Marketing materials and any other design projects 


A developer will often request these files for:

  • Website/app development 
  • Custom emails 
  • Landing pages 
  • Blogs 

.PDF and .EPS

Vendors (or the designers that work for them) will need these files for all things printed: 

  • Business cards
  • Stationery
  • T-shirts/swag 
  • Event graphics
  • Flyers or brochures
  • Direct mail pieces 
  • Embroidery 
  • Vehicle decals 

It’s great to have these handy so you’re not scrambling when someone requests a specific file format (especially if you’re on a tight deadline). When you’re hiring a designer, be sure to ask if all those different files will be provided and if they are included in the price.

Stationery + Social Media Bundle

After you’ve finalized your new logo, you’ll want to spread it around to all your business touchpoints. Traditionally, this meant a business card and letterhead. This will likely be an additional cost but depending on your business, it’s money well spent. This package could include designed letterhead, business cards, banners, PowerPoint templates, and postcards/mailers all formatted and ready to send off to a printer.

On the digital side, you’ll also want a sharp e-signature, a PowerPoint template, and social media profile assets. These icons and images (such as a cover photo for your business Facebook page or LinkedIn profile) are very specific sizes, so it’s best to let your graphic designer create those. Otherwise, you run the risk of looking sloppy and unprofessional. 

Logo Style Guide

If you really want to stay ahead of the pack, you should invest in a Logo Style Guide. This is your guideline for ensuring your logo and other visual branding are used consistently in all instances. This is important for protecting your brand’s visual identity. You never see the Coca-Cola logo stretched out and pixelated, right? 

A logo style guide is a PDF or booklet that gives you the do’s and don’ts for using your logo. It provides the exact colors of your logo as well as your brand typography. This is an important document to share with your team, social media manager or marketing consultant so everyone is using the logo properly.

Ready. Set. Be consistent!

It’s your business identity so you want it to be consistent and look great whether it’s on a business card, a T-shirt or your social media account. Be sure to ask for these things from your designer and you can be confident you’re putting your best logo-foot-forward.

Have a great week,