4 minute read
Understanding key deliverables for your logo.  High-level of what assets you will need and the appropriate format for each.

Logo One-sheet

| Sep 6, 2018

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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.

Wait, I need more than 1 logo variant?

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.

1. Primary Lockup

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).

Use Cases

  • Website
  • T-shirts
  • Building Signage
  • Business Cards
  • Flyers
  • Promotions
  • Ads

Formats

  • Transparent .png ~1000px wide
  • Vector .pdf

 

2. Monochrome Lockup

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.

Use Cases

  • Ads
  • T-shirts
  • Vinyl window signage

Formats

  • Transparent .png ~1000px wide
  • Vector .pdf

 

3. Reverse Lockup

This variant is a knocked out reverse color. Typically white or a light color used for dark background or over an image

Use Cases

  • Website
  • Ads
  • T-shirts

Formats

  • Transparent .png ~1000px wide
  • Vector .pdf

 

4. Logomark

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.

Use Cases

  • Social Profile Image
  • Software Company Image

Formats

  • .png 500px x 500px
  • Vector .pdf

 

5. Logomark Alternative

Good to have a backup color-way, depending on the site you are uploading to.

Use Cases

  • Social Profile Image
  • Software Company Image

Formats

  • .png 500px x 500px
  • Vector .pdf

 

Colors

Include your brand colors. Different mediums require different color spaces, notated in Hexadecimal, RGB and CMYK. Include all 3 for quick reference.

 

Notes

  • Outline fonts for the .pdf files. You don’t need to include the fonts in this zip of final files.
  • Hopefully you get much more than this from your designer. It would be great to include typography and a full blown Brand Style Guide, but for the most part this is overkill for the micro-gym business, what you can’t live without is this logo one-sheet package.
  • If you are the gym owner, don’t attempt this yourself, you will likely not get the required output and not even realize… just like if I attempted doing my own taxes, sure, I could probably figure it out, but best left to my CPA.
  • Don’t know where to start? Ask your local gym/studio community for designer recommendations, if no luck, try Fiverr, bet you can get this done for under $20.
  • Each variant has a .png for quick use, the size specified should be good for 95% of use cases without having to resize. The .pdf can be scaled up infinitely without loosing quality, you know, for when you need to run that billboard add on the freeway or when 10k displays are normal.

 

Final Deliverables

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.

Planning a new gym, yoga studio, or martial arts facility?
This article appears as part of our Definitive Gym Startup Guide as a resource for everyone who’s planning to start a new .
For more information and a ton more tips, tricks, hacks, and concepts make sure to read thru the whole guide.