Logo Lore

Hello and good evening to you, worthy friend. Welcome to Logo Lore – an enchanting webpage that holds all you’ll ever need to know about logos. In this guide, you’ll find out why a logo is so important, what sort of logo types are out there, and how to navigate file types. We have also included a few general Do’s and Don’ts that, if followed, will allow your logo to shine bright the way it is supposed to.

Utmost Importance

Think of your business or organization as a living person. It is made up of many parts, all equally valuable in making a lasting impression. You’ve got your values and goals, making up the heart and soul of your person. You’ve got your tone of voice and messaging—the way this person would talk to their peers or present themselves in a crowd. You’ve got your visual brand—the way this person would dress and accessorize themselves. All of these pieces and more make up the whole person. But how do we make sure that someone meeting this new person sticks around long enough to understand the heart? First impressions matter. And for a brand, the logo is often what people are looking to when deciding to stick around or run for the hills.

With this in mind, we can agree that a thoughtful logo can make all the difference in your company’s success. It should communicate who you are, and what you have to offer. It’s vital to consider strategy every step of the way—having a pretty logo will not be enough if it is not created and used thoughtfully and intentionally.

Logo Types

There are actually quite a few logo types, and each brand will be unique in the types they require. Some brands have text-only logos and that is enough for them, while others benefit from having some illustration or recognizable shape. Your brand’s logo types are determined by the industry you fall under, the function of your logo, the services you provide, and much more. It can also be about personal preference. For example, a local coffee shop might want something charming and highly personalized, while a corporate paper company might want something more stark and text-heavy. 

In any case, at Mabble we provide our clients with multiple variations, no matter what logo type the client lands on. Below you will see some examples of the varying logo types we have had the pleasure of creating.

Some brands rely on a symbol alone, but that’s gotta come later, guys. Your name and/or services should be communicated through your logo until your brand is established. 

See examples of companies slowly phasing out of combination marks and into symbols:

File Types

So you’ve poured brain power and money into the creation of your logo, and a designer has handed you a bunch of files. Mabble Media always provides four different file types, for each version of your logo. We use PNGs, EPSs, JPEGs, and PDFs. With these four types of files, you have everything you need to use your logo effectively in every possible medium, from print to social media.

Where do you go from here? How do you use them effectively? What does EPS even mean?? We are here to help you navigate through all of that. Every file type has its purpose. Using the right files will be crucial to your brand’s visual success. Below we have given you a little more information about what those file types are, how they work, and when you would use them.

EPS – Encapsulated PostScript

Benefits:

• Transparent background
• Vector file format (this means shape is not determined by color of pixels, but by points, curves, and lines so edges will remain smooth no matter what)
• Easily scalable (for large billboards or tiny business cards)
• Editable in shape and color (on design software)

When to use: 

• Send to designers, printers, and the like
• In print projects (flyers, magazine advertisements)
• When your logo needs to be giant or tiny
• When your logo needs to be placed on a colorful background

PDF – Portable Document Format

Benefits:

• Supports transparent background
• Formatted for print
• Easy to share

When to use: 

• When EPS is not accepted
• In print projects (flyers, magazine advertisements)

When not to use:

• In digital projects

PNG – Portable network graphic

Benefits: 

• Transparent background
• Doesn’t lose quality when resized

When to use:

• Digital collateral 
• On top of photos or colorful backgrounds

When not to use:

• In print projects

JPEG – Joint Photographic Experts Group

Benefits: 

• Easy to transfer over the internet 

When to use: 

• Email signatures
• Website

When not to use: 

• On top of any photos or colorful backgrounds
• When your logo needs to be giant

AI – Adobe Illustrator

With Mabble Media, your Adobe Illustrator file is available upon request. But please note that all magic comes with a price.

Black and White

Use stark white or black logos when the design calls for it. Designers should not only provide you with a branded colorful logo, but should also include versions that were intentionally created in white and in black. Why?

• Imagine your company is sponsoring a fun run, and the committee wants to feature your logo on their banners all over town. But your logo is blue, and the banners are also blue. You will need a black or white version to even be seen.
• Sometimes a printer might only have black ink. Simply printing your colorful logo in grayscale will not only decrease your logo’s quality, but will also decrease readability in some cases.
• The black and white versions need to be created separately. Simply recoloring the whole image black will not always work.

Do’s and Don’ts

Even when you’re using the correct files, there is more to consider in the implementation of your logo. Below we have outlined a few do’s and don’ts that really are important.

Do Not

• Change the logo’s fonts or colors. Brand recognition relies on these shapes and hues. Changing them will not do you any favors.
• Stretch or warp the logo. This is a big no-no that a shocking amount of people don’t know-know. The ratio of your logo’s dimensions should never change, under any circumstance. Do not squish or stretch it! 
• Add any effects, such as drop shadows, glows, or filters. Doing so not only forfeits brand recognition, but also makes your design seem outdated. I’m sure at one point we all had a birthday party invitation featuring an array of word art, but let’s stay away from that in our professional lives.

Why not do these things? Altering your logo in these ways jeopardizes the consistency and therefore integrity of your logo. Eventually your brand would not be recognizable to the audience, thus decreasing brand trust.

Do

• Use your logo on all brand publications and collateral. This will establish brand trust and credibility. 
  • Obvious examples: business cards, flyers, signage
  • Not -so-obvious examples: social posts, product packaging, invoices
• Use the correct file type. This will make the difference between pixelated, low-quality brand representation and a visually appealing and intriguing logo.
• Place intentionally on backgrounds that offer enough contrast for readability. If any part of your logo disappears on your background, switch the background out or use your pure black or white logo.

Keep it tight

Your brand is more than just a logo; you have so much to offer the world. So why is a logo important? It makes a first impression. The logo gets clients in the door so they have the chance of seeing all the rest.

That being said, your logo will probably grow and change with your company’s culture over time. The concept and message that the logo communicates may be timeless, but the visual is sure to need some refreshing every once in a while to ensure that the first impression is still relevant and memorable.

A good rule of thumb would be to check in with your logo every three to five years. Is it still communicating what you would like it to? Is it still a good representation of your personality? Is it still making that first impression that leaves people wanting more?

If it’s not, it might be time for a refresh! This doesn’t have to mean a full-on rebrand. In fact, occasional refreshes prevent a drastic rebrand from being needed years down the line. And the subtle changes allow that brand trust and recognizability to remain a part of the customer experience.

There You Have It

There is a lot to take into consideration when it comes to logos. We explored what a thoughtful logo does for a brand, what sort of logo types are beneficial, how to navigate file types, and some general do’s and don’ts for logo implementation. It may seem overwhelming when you first get started, but this guide will always be here for you. And we are too! 

If you find yourself in need of a logo or a refresh, or just have questions, feel free to reach out to us! We want to hear about what you are doing and would love to partner in communicating it to the world.