With all the expanded media opportunities available to help market your brand nowadays I thought a post about logo design iterations would be of interest.
A few years back a 'typical' corporate Identity core logo design used to be fairly straightforward:
- Original logo design (mono or colour)
- Line colour version (maybe two, or three Pantone colours)
- Process colour version (CMYK for full-colour printing)
- A possible reversed-out option (when required to appear out of a contrasting colour background or photo)
With the addition of PC documentation, Powerpoint and web/onscreen the iterations of logo possibilities has increased somewhat. Nowadays when I am creating a logo suite I often have to consider the following:
- Core logo design (often mono for it's most basic application)
- Pantone line colour version(s)
- CMYK colour version
- Reverse out colour options of one (or all) of the above
- EPS versions for professional DTP printing applications
- Tiff version for some high-quality image print (usually client access on PC)
- Jpeg version for general user-access on PC
- PNG for client access on Microsoft Office applications
- Animated GIF for some web applications
- Master PSD for web/other developer access
And even then this would not cover certain specialised requirements, such as promotional pieces; eg. pens/pencils/report covers etc. I have also had occasion to create unique versions of a logo for a calibrated in-house printer on client premises.
Given the various combinations possible it's not surprising that this needs explaining in detail to clients, many of whom consider that they are simply paying for a (single) logo design. I've had many a conversation with suppliers and clients where I have to virtually interrogate them as to the end use for the logo, before releasing the correct version to them in confidence.
As with many other aspects of our industry the designer's responsibilities for brand guardianship continue to grow.