Kevin Whipps
March 31, 2021 · 8 min read
Rasterize Them (Permanently)
People are dumb. Not you, obviously, you’re a good looking and intelligent individual who has amazing taste in blog authors. But those other people — the ones that don’t know the difference between a vector and a raster file — and then send their clients their logos in a JPEG or GIF and call it good. Those people make me so angry that I want to throw a turtle. Is it a logical decision to huck a reptile? No. And neither is delivering a raster logo, is where I’m going with this horrible metaphor.

Label Them Randomly
Am I a meticulous jerk that keeps their files so well organized that even a chimp could find the document they want? Yes, of course I am, so don’t test me.

Create them with Raster Images/Styles
Yeah, let’s get back to the raster file thing for a second, because some of you may think that it’s OK. It’s not, and even worse is if you deliver a single version of a logo that’s done using raster images or styles. Because if you do, then there’s a special spot in hell for you, my friend. Know who has to clean up those kinds of logos?

“Borrow” Designs
Is everything a remix?

Create Them for Color Use Only
Am I beating a drum too loudly here, folks? I feel like sometimes designers think heavily about where on the web their logo will be displayed, but not in the real world. Sure, your client has Instagram, Facebook, and a website, but they also might have a building, or a work truck, or hell, they could want their logo on a cupcake. So instead of being an inflexible jerk with your design — particularly with use of color — get out there and make it flexible. Here’s a good example: Remember when Instagram rebranded Well if you go to Instagram’s Brand page, you can get copies of their logo to use in various places. And right there at the top is their glyph in two formats: black and color. Because after all, someone is going to need that logo in a single color (a newspaper, for example), and now they have access to it. Do the same with your client’s logo files and you’re golden.Make It Inflexible
Touching on that previous point, let’s talk about inflexible logos, shall we? Your design file has to fit in all sorts of spots, so it’s a good idea that it’s versatile enough to be in those different locations. If you’re of the feeling that “one logo should rule them all,” then that one logo has to be incredibly well designed to work in so many spots. I mean, I know that my own logos have their faults, and I’m always trying to improve. You should do the same. And in a world where logos responsively shrink and expand, plus change color when need be, shouldn’t what you design at least work in as many places as possible?Create Them as One Variation
Now all that said, I’m not so sure that having just one logo is the best choice nowadays. You should have a color version and a black and white version; a white version on a black field, and a CMYK version. Oh, and a Pantone version too, since you never know where something is going to print. And then there are lockups, a term which I didn’t know prior to finding this article, but which makes a lot of sense to me. If you design a horizontal logo and need it to sit in a mostly vertical space, you’re going to have some problems.
Deliver Just One File Version
Speaking of good ideas, want to know a dumb one? Delivering one file. No really, just the one (and if it’s a JPEG, see the first entry). If you want a client that will constantly bug you for variations and file formats, then sure, sending them an EPS or PDF will do. But if you want to do more with your career than babysit and resize pixels all day, then maybe delivering the design in a couple of different options would be a good idea. For example:- Editable PDF
- PNG
- JPEG
- CMYK
- RGB
- Pantone
- EPS
Deliver in Layered Files
“Hey, I was wondering if you could deliver me the file in a layered format — you know, just an AI file. That cool?”
Design it in Microsoft Word
I can’t even.
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Kevin Whipps
Hi! My name is Kevin Whipps, and I'm a writer and editor based in Phoenix, Arizona. When I'm not working taking pictures of old cars and trucks, I'm either writing articles for Creative Market or hawking stickers at Whipps Sticker Co.
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