AUGUST 18, 2020
8 Questions You Should Answer About Your Digital Brand Assets
How well prepared are you for your next marketing challenge?
Has this ever happened to you? You have a great idea for your next ad campaign. Your writing team has done their part and now it is time to send everything out for design. There is just one problem… you can’t find your company logo in a quality digital format! You’ve got a .jpg file from your website, maybe that will work… You have a PDF file, but you are not sure if it is of sufficient quality for printing.
Don’t feel bad, this happens more often than you would think. Understandably, digital asset management and organization is often the last concern of a business owner. At times, I have been approached about a design project and when I asked for a brand guide or logo file before I could get started, I have been handed a business card and told “This is all I have.”
As a designer, I don’t mind when this happens, it gives me a chance to sell more of my services. However, I always want to stress to clients or potential clients, if this is how you start every design transaction, you are going to be spending a lot of extra money on unnecessary set up, design and prepress fees.
Your logo is one of the most – if not the most – important visible assets of your company or brand. Not only is it the main identifying icon of a business, it often contains unique information such as color schemes, fonts, shapes, typography, iconography, attitude, ethos, etc. Digital assets such as logo files should be managed and protected the same way you would manage and protect your financial or physical assets.
Why is that?
Your brand, in particular, your logo should have a consistent look across all of your properties and marketing collateral. Every time you have to recreate your logo, scan your logo, or use a low-resolution version of your logo, you are drifting further away from the original version. This can make for an unprofessional look that may turn off potential clients.
I recommend clients do a design preparedness analysis to help expose any potential gaps or shortcomings before issues arise. A good start to this process is to ask yourself the following questions:
- What digital format(s) is my logo saved as?
The most important format to have is an .eps or .ai file saved as what we designers call “vector” format. This type of file is generally the easiest for vendors to work with and can easily be converted into any other format someone might require. Other file formats that can be saved as vector files are .pdf and .svg. - If I don’t have an .eps file, do I at least have a very large .jpg, .tif, or .png file?
These files are not vector files, they are “raster” images of your logo. Consider them a digital photograph of your logo. Not ideal but these formats can work in a pinch if saved correctly. - What colors are used in my logo? Do I know color values (Pantone color, CMYK or RGB)?
If your logo is saved correctly, you should have every possible color format possible. Vendors may require that files are saved using specific color values in order to avoid added processing fees. A printed item sent to press with an RGB logo will not look as beautiful as it did on your computer screen. - Do you have a white or one-color logo?
If placing or printing your logo over a dark background – perhaps on a black t-shirt – you will want to provide the vendor with a white or one-color version of your logo. - What fonts – if any – are used in your logo?
A logo often might include your company name. It is good to know what font was used when the logo was created because designers may want to use that font in other areas for consistency. - How small can your logo be printed before it becomes indistinguishable?
You need to establish a “minimum size” for your logo. Employees and vendors should understand that your logo is not to be printed below a certain size. As “logo icons” have gained in popularity, you may find it necessary to create a miniaturized logo for mobile requirements. There is a point where your logo will become too small to be recognized, and you need to be cognizant of the limitations some clients may have due to impaired vision. - Do you have a horizontal and vertical version of your logo? How about a text only or “wordmark” version?
While it is important for your logo to be consistent, you will also want to have some preset variations for added agility. If your logo dimensions are 1” tall by 3” wide and you need it to fit in a 1.5” square space, this could cause issues with sizing. - Do you know where all of your logo files are saved?
This is a twofold question. Obviously, if you do not know where your files are saved, then you are not prepared or organized. However, you also want to beware of rogue logo files that may be in circulation around your office or among vendors. These files may not be up-to-date with your current standards, and they have a way of creeping into your marketing materials. If that happens, just hope that you catch the mistake before a potential client does. Moreover, when saving files, it is always a good idea to save duplicate original files somewhere offsite should your local files be corrupted, changed or lost.
The good news is, this does not have to be a difficult undertaking. In fact, online services like Dropbox, Sharepoint, and Brandfolder can help you manage your digital assets. A good graphic designer can help you get all of your files in order so you will be ready when you pitch your project to designers or hand off files to a vendor.
Do you need some consultation regarding your design preparedness? Perhaps you are ready to take your existing logo and create a brand guide and logo package that will have you prepared for any marketing challenge or ad campaign. Contact Ben Ehlers Design for free consultation. We can help you prepare for any challenge.
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