Understanding key deliverables for your logo. High-level of what assets you will need and the appropriate format for each.
First impressions are everything. Doesn’t change if its in-person at your gym/studio or online, often the 1st thing people will see is your logo. In the micro-gym community this is often a common overlooked piece of your branding, ignored to ‘deal with later’, when in reality, it should be near the top of your list.
The most common issue is not being able to speak the same visual language as your graphic designer, and not being able to articulate the final technical asset deliverables. I’m going to cut to the chase in this article and provide a template for exactly what you need to ask for. Scroll to the bottom to get the download.
Absolutely!! In modern times with all the different requirements for print, and digital its next to impossible to get a single logo look great in all mediums. This is why we need logo variants.
The following is a guide, it can be expanded on and deviated from, but consider this bare minimum. I used Training Lab in Torrance, CA as an example.
This is your go-to logo used most often. It will be full color and typically more wide than it is tall. It can include your logomark (the shape thing) and your logotype (the text of your gym/studio).
Sometimes you can’t print full color, or it just doesn’t look right with everything else around it. You should always have a single color variant in your back pocket. Back in the day this was a requirement for fax machines (google ‘fax’ if you never heard), but there are still other situations where you might need this.
This variant is a knocked out reverse color. Typically white or a light color used for dark background or over an image
More often than not social profiles require a square 1:1 ratio lockup. Think Facebook profile image, Twitter or Instagram profile image. It is usually displayed as a small thumbnail so tough to squeeze in your logotype and still be legible, a logomark by itself can work well. Also, make sure if this is cropped into a circle (Instagram) it doesn’t chop off bits of your logomark, give it some breathing room.
Good to have a backup color-way, depending on the site you are uploading to.
Include your brand colors. Different mediums require different color spaces, notated in Hexadecimal, RGB and CMYK. Include all 3 for quick reference.
You want a single .zip folder with all your logos in it, as well as an instruction sheet.
When your Social Media Manager, your Facebook Ad Manager, your T-shirt guy, your website girl, etc asks for a logo, send them the whole .zip, they will know which one to grab.
Download the example below to see it all together.