We’re frequently involved with the design of promotional tools for various events which involves the collection and formatting of sometimes more than 20 sponsor logos. It’s a nightmarish task for our creative team; not only is there correct positioning of logos to consider (and all the politics that go with that), there’s also who gets theirs bigger than who, and the worst of all – working with less than ideal logo files and taking the risk that they’ll be pixelated beyond recognition when the items are all printed. This is not me having a whinge about how difficult our jobs can be, but rather me giving every business person a bit of advice when it comes to sponsorship – make sure you have the right logos!
It continues to surprise me the amount of businesses out there that don’t have an electronic version of their logo at all, let alone the correct logo formats for different circumstances. In many instances, we’ve had to scan an organisation’s logo from their letterhead or business card and re-create it, which is unnecessary time and cost for everyone.
Your businesses’ logo is something you own, like a vehicle or piece of furniture – no doubt somewhere along the line you paid for it, therefore you should have access to it. If you do have electronic versions of your logo, you need to ensure you have more than just a tiny jpeg, which I know looks fine on your computer screen, but when printed on anything it will just look like a blob of colour. Check the file size and remember that jpegs are images – when they are enlarged they do not enlarge to scale – it’s just like zooming in.
Some logos also have horizontal or vertical formats, so you need to really consider which format should be used under what circumstances – consider the environment it will appear within, and what will surround it.
If you have an ongoing relationship with a marketing agency or similar (like us), they will normally have all the logo formats you require on file, ready to send on as needed (or, you may have a logo disc created for you which has a variety of formats).
So, next time you are requested to supply a logo, ensure that you ask:
Where it is being placed? (is it online or electronic use only, or for print purposes, on large banners…)
What format is required? (if the particular organisation you are working with can’t answer this question, it may be best to re-think your involvement!)
And, ensure you find the right format – don’t settle for whatever you have at your fingertips. Call the organisation who created it if needs be!
Your logo is a precious asset! Every time it is reproduced it is a reflection of you and your organisation – protect it with your life!