Your logo is your brand’s most recognisable symbol, so it’s important to look after it to ensure that when you or someone else needs to use your logo, the files are available in the correct format.
My poll on Linked In a few weeks back showed what I expected. Which is that most people have access to a jpeg or png version of their logo but not necessarily a high-resolution vector file. This is the type of file you would need to print your logo large on a banner or embroider it on workwear. If your logo has been designed by a graphic designer they should always provide this file to you as it’s created as part of the logo design process anyway. Sometimes you won’t be able to view the content of the vector file because your can only open it in certain design programmes and this may lead some people to discount it altogether.
Read on to understand the different ways logos can get damaged, why a damaged logo is a problem, tips to prevent logo damage and how to get a vector logo file if you don’t have one.
How do logos get damaged
- Poor resolution and pixelation: A beautiful logo can look unprofessional if it’s displayed in low resolution, appearing blurry or pixelated on screens or in print. This often happens when jpeg logos are stretched beyond their intended size or saved in incorrect formats.
- Inconsistent usage: Every time your logo appears, it should look the same. Inconsistent colours, incorrect spacing, or variations in design across different platforms (website, social media, print materials) can confuse your audience.
- Someone has drawn your logo: Sometimes, rather than ask you to provide your logo file, you may find that someone thinks it’s easier to just recreate it themselves! In doing this the logo will never be an exact match for the original and overtime the logo gets changed and you end up with different logo files circulating online.
What problems can a damaged logo cause?
A poor quality logo can impact your brand by creating a negative first impression and can lead to;
- Loss of trust: If your logo is of low quality and pixelated on screen or in print, it makes your business look unprofessional and consumers will be less likely to trust your brand.
- Decreased brand recognition: If your logo looks different across platforms or materials, it creates confusion for the audience, making the brand appear unorganised and less reliable. It can also send mixed signals about your brand values.
- Lost sales and loyalty: Consumers are less likely to buy from or recommend a brand that doesn’t present a coherent and trustworthy image.
Tips to prevent logo damage
- Establish clear brand guidelines: a style guide will explain where your logo should be placed on a document and how your logo should be used including spacing, colours, minimum size and any approved variations. Brand guidelines also show what not to do.
- Use high-resolution files – Ensure your designer provides you with vector files (SVG or EPS) which can be scaled to any size without loss of quality. These files are required if you need to print large exhibition banners or get logos embroidered on workwear. Your designer should also supply smaller file types to use on the web, in social media and for smaller printed items.
- Monitor how your logo is being used – you can check where and how your logo is being used online by setting up Google Alerts for your brand name and logo.
- Make sure people have access to the correct files – If too many people have access to the final logos they could accidently choose a web file for print. Also, sometimes files are saved from a screenshot of a logo rather than the proper logo file being used. On both of these occasions the logo will look pixelated and therefore unprofessional.
How we can help
If you’re aiming to get your logo printed large or embroidered, you may have been told you need a vector file. If you don’t have one we can help.
It’s not possible to just save your low-res file as a vector file. Your logo would have to be redrawn in a design programme such as Illustrator. We can get near enough an exact match for many logos, redrawing symbols and matching colours and fonts. We would then provide you with all the logo files (including the vector file) for print, web and social media, labelled clearly to help you understand when to use each file.
If you need new logo files please get in touch rosanne@silverstonedesignsolutions.com