What's In A Logo... 3 Things Every Logo Should Have


Every company needs one, and getting your logo designed never seemed easier. So whether it's WrightBrain Design or anyone else designing your logo, here are 3 things every logo should have:

1. It should be able to reproduce in black and white with as few grays as possible. Why? Because there are going to be times when you won't be able to have everything printed or digitally displayed in full color. Simply converting your logo to grayscale may cause the logo to loose definition and look "mushy." But a well designed logo will actually be able to be translated to a Black and White version with (if necessary) only one or two gray tones.

WB_logo_2013_CMYK_Stacked_sm.png2. It should be able to translate to different shapes. Very few logos are perfect squares and a very horizontal logo is not going to help you much in a skyscraper (very vertical) ad. Even if you have a "preferred" version of your logo, you should also have an alternate shaped logo in your back pocket.

3. You should have a copy of it in several different formats and sizes. It's your logo. Granted, unless you have some sort of software that will allow you to save it out in different file formats, you really need to make sure that you have copies of it in different formats AND colors:

  1. In a vector format (EPS, AI, PDF) in Black and White, all white, Spot (or PMS, Pantone) colors, and CMYK. — These are the formats and colors that your print and signage vendors are going to need. Most vendors can adjust to other file formats if they absolutely have to, but you will save on time and sometimes money if you can give them one of these formats. Keep in mind that unless you have Illustrator, Photoshop or other imaging software, you will only be able to open to "see" the PDF format.
  2. In a JPG format, in RGB and CMYK, in various sizes. — This is primarily a web format, although if it's large enough (more than a 1000 pixels in any dimension) in a pinch it can be used for print. RGB color is what you would send to your web designer, or use in your Word or Powerpoint application and CMYK is what you would send your printer or graphic designer.
  3. In a transparent PNG format, in all white, black and white and full (RGB) color, in various sizes. — PNG files are great for Powerpoint presentations when you don't want that darn white box around your logo when you have a color background. It's also useful for web design (although some web browsers are not always reliable in displaying them).

When getting the different versions of your logo, make sure that the files are clearly named and labeled so that you can quickly and easily identify the differences without having to open them.

If your designer is not willing to design and provide these essential things for your logo, find a new one. Your logo represents you, and just like you wouldn't buy a shirt a size too small for a business meeting, don't settle for a logo that won't meet all your potential needs.

Looking for someone who can design a logo that's right for you? Contact WrightBrain Design!