In what format should we send the logo files to the client? How many should there be and how should they be prepared? In many cases, there is an opinion on the internet that after creating a logo, we should provide the client with a brand book in PDF format and that is where our work ends.
Any requests for a logo in PNG, JPG or other formats are considered whimsy and often ridiculed. I don’t entirely agree with this. In this post, I described why PDF format is worth using when saving the logo.
Save Logo file in PDF
First, we need to consider why we are creating a logo and how it will be used. Will only professionals for whom extracting the appropriate format from a PDF file have no problem will have contact with the results of our work? Is there a target customer or even a marketing person for whom (due to the lack of appropriate PDF editor software) this task will be difficult or even impossible?
We work on behalf of the client, so our task is to provide him with the result in the format he really needs. Of course, this does not mean that all customer requests should be fulfilled without a word, because in fact some may make no sense and result from ignorance rather than the desire to thoroughly prepare for further work.
Vector logo files
There is nothing wrong with educating the client a bit and explaining the difference between raster and vector files. For us, it is a moment, and for the client it is knowledge that can later result in a more conscious approach to subsequent orders, or simple gratitude and sympathy, which can also be invaluable in business relations.
The longer I am on the market and the more projects I have under my belt, the more I realize how differently customers can use the logo we have prepared and how sending one PDF can make this work more difficult for them. When transferring files, we should remember that what we do is done primarily for the client, so he should receive them in a way that is convenient for him.
Prepare different versions of the logo
The first thing we need to do is prepare the logo in several versions – formats that will be used interchangeably, depending on how much space we have, what surface we present the sign on and what its proportions are.
Depending on how we designed the sign, it is worth preparing a horizontal and vertical logo, the symbol itself and, if the design is specific and necessary, a sign in a version to be used below a certain size, in the footer of documents.
Vector logo files
This is the basis of every cooperation and something that should be unquestionably conveyed to the client. Vector files are a database from which you can extract virtually any of the following formats.
Which of them should we choose? Of those described above, I can only categorically advise against PDF because in most cases it can be opened almost on all devices. For a similar reason, it is worth avoiding the AI format – it can cause problems for third-party applications, although the support is much better.
The remaining two will work relatively well, but we must remember that the logo we save should be “developed” as much as possible – so that it does not use effects and functions specific to graphic programs, such as transformations, styles, non-standard gradients. Be sure to also remember to convert fonts to curves and expand outlines.
What does PDF actually benefit us?
Preparing files in PDF and delivering the complete package to the client has many advantages. The most obvious is a satisfied customer, but it is also worth looking for something for yourself here.
First of all, It guarantees that after some time after creating the logo, the client will start wondering why there is no format he needs and will contact you. If you work like me and don’t “charge” the client for every little thing, you will waste some time searching for and properly preparing such a file.
Secondly, you guarantee the consistency of the work you have created and, consequently, the professional image of the company. We don’t spend time choosing the perfect shade of green, only to have our logo appear in colors other than we want later – as a result of an incorrectly delivered file.
Thirdly, with the files prepared in this way and a previously created template, you can very quickly generate a basic sign book for the needs of the order.
Do you need paid PDF programs?
Yes and no. For basic viewing of PDF documents, the free application is enough. Over time, however, expectations regarding the program increase and the need for a professional tool useful in reading and editing PDF files will appear on the horizon sooner than we think.
PDF documents are truly ubiquitous. With their help, all kinds of textbooks, instructions, official and company documents are distributed on the Internet. No wonder, because after all, PDF files have many advantages, such as convenience, compatibility with a wide range of hardware and software, and formatting invariance.
Another important advantage of the PDF format is security – in this format you can easily change document security settings. In other words, it is worth investing in an application that allows you to view and edit PDF files such as SwifDoo PDF – especially if we are talking about a business or official environment.