There are three types of file I always give to a client after a new logo design has been completed. They are:
- a web-ready file (typically .gif or .jpg, 72dpi, RGB with a max width/height of 400 pixels)
- a print-ready file (.jpg, 300dpi, RGB with a max width/height of 6")
- a vector/original file (since 99% of my logos are created in illustrator, this would be a CMYK vector EPS (saved back to Illustrator version 10.0 for maximum compatibility) or, in the rare case that the logo is not vector, a 600dpi or greater uncompressed .tif file
I label all the different files accordingly, by adding "_web", "_print" and "_vector" at the ends of the file names. This allows for easy understanding of which files are best for which applications. Notice I do not supply an AI file - this is because, having worked with manufacturers in other countries, an outlined legacy EPS file seems to be the most widely accepted file type. If you supply a CS5 AI file with all the fonts in tact instead of outlined, chances are high that it'll corrupt through emails or come back as incompatible for someone else. I keep the native AI files in my computer should I ever need them, but if the client doesn't have Illustrator there's no reason to give them a file they can't use.
This way of saving can often create a ton of files if you have alternate versions, which is often the case. To have the most thorough logo possible, I like to create a black and white version (yes, people still use fax machines and it's nice to have a compatible logo) and sometimes a logo will require CMYK, PMS Spot colors, a horizontal version and/or a vertical (or stacked) version. It can be a timely process to convert so many versions into three different file types, but I guarantee your client will appreciate it and will rarely (if ever) come back to bug you for another version of the file. Give them everything they could possibly need and they won't know what to do with it all, but at least they'll have it!
So, when I supply a file set to my clients I give them a very lamen's-terms explanation of what they can do with which files. This is my typical email:
"Please use the files labeled "web" only for web and email purposes. This will ensure the best compatibility for your website, social media and email applications and the best overall look of your logo online.
The files labeled "print" should be used for in-house printing such as letterhead printed from your home computer or Word documents you wish to distribute in-house. While that logo is high-resolution, it's saved in such a way that makes it easy for you to use in locally printed materials while maintaining excellent quality.
The files labeled "vector" should always be used in professional printing. You may not be able to open these files on your personal computer (you'll need Adobe Illustrator in order to view them) but they are the only files that should be used to make high-impact signage, large-format posters and for those materials that require the highest quality logo."
I also instruct my clients to make at least one or two backups of all of their logo files and keep them safe. I try to keep all of my client projects on file for at least two years, but I am not responsible for lost logos a few years down the road.
To address one other part of Lunessence's question, she wanted to know how the client can adjust the sizes of the files without losing resolution or image quality. The best way I avoid any problems is by the size of files I supply to them. As you'll see in the beginning of this post, I supply my "print" files at @ 6" wide/tall, at 300dpi. This will typically cover any in-house printing needs. While a rasterized image shouldn't be increased in size, you can decrease it (size it down) pretty significantly without losing quality. Same goes for the web-ready files. I supply a file that's approximately 400 pixels wide or tall - it's not often that a logo is displayed any larger than that - and it can be sized down with little to no problem. Now, if a logo has some very delicate lines or details that I know will be lost with downsizing, then I'll include a smaller version with the fileset and label it "web_small" or "print_small". You'll need to use your best judgement on when you think these smaller files might be necessary.
In many cases your client will be so happy with your work that they will have you handle all of their marketing needs and they won't need to worry about differentiating all of the files anyway. That's certainly the goal. But I also like to avoid any future nit-picking from a client about their logo, like having them come back and say "I need a black and white version" then a few days later, "I want a small version for my email" and another few days go by, "I want a version I can use for a six-foot banner". It's just best to give them everything at once. It saves everyone time and should make your client feel secure in knowing their graphic designer is so thorough that they've supplied everything they could possibly want or need.
Visit www.ellephillips.com for more information about Elle Phillips Design. Thanks for reading!
