Logo design: the files you should get

Paying for a logo and then finding you cannot use it where you need it is more common than it should be. The design might be lovely, but if you only have one small JPEG, it will not print on a banner or sit on a dark background. This is the set of files a logo designer should hand over, and what each one is for.

Vector files: the master versions

Vector files (usually SVG, EPS, PDF or AI) are made of shapes and lines, not pixels, so they scale to any size without going blurry. They are the original, and everything else is made from them. A logo for a van, a business card and a website header all come from the same vector master. If you only get one thing, make sure it is this.

PNG with a transparent background

A PNG with transparency lets the logo sit on a coloured or photographic background without a white box around it. It is the everyday file for websites, presentations and social media. Ask for a few sizes, and a high-resolution one for general use.

JPG: for places that need it

A JPG is a flat image with a solid background. It is fine for documents and some uploads that do not accept anything else, but it is the least flexible, so it should not be the only file you receive.

Colour versions

• Full colour for general use.
• Reversed (white or light) for dark backgrounds.
• Single colour (black and white) for print jobs, stamps, engraving and anywhere colour is limited.

Layout versions

Logos have to live in tall, wide and tiny spaces. A good set includes a horizontal and stacked layout, plus an icon or mark on its own for profile pictures and small spaces. Each should have the colour versions above.

Colour codes and fonts

You should be told the exact colour values for your brand, in the forms you will need for screen and print, and which fonts were used. Without them, the next person to design something for you has to guess.

A simple brand guide

Even a short one-page guide helps: how much space to leave round the logo, the smallest it should be, and what not to do to it. It stops the logo being stretched, recoloured or squashed over the years.

Who owns it?

Check that your agreement says you own the finished logo and the files. It sounds obvious, but not every supplier hands over the vector originals, and getting them later can be awkward.

Quick checklist

• Vector master files.
• Transparent PNGs in several sizes.
• Full colour, reversed and single-colour versions.
• Horizontal, stacked and icon-only layouts.
• Colour values and font names.
• A short usage guide.

When I design a logo, you get all of this as standard. If you need a logo or a tidy-up of the files you already have, see how I handle branding or get in touch.