What is a Logo Design Package? Branding Your Small Business For Print & Web

Posted by Team Logoclothz on Dec 30, 2023

Author: Team Logoclothz

What is a Logo Design Package? Branding Your Small Business For Print & Web

Do I Need a Digital Logo Design Package?

logo design packages are a digital folder that contains different versions of a logo saved in different file formats. We see many people today starting their own businesses and doing all of the work themselves. This includes taking on the responsibility of learning a design program, creating a logo, and the branding work.

In some cases, a friend with little to no design experience will help create a logo. Others will contract a freelance designer using websites like FIVERR.COM. However obtained, it is important to have a full and complete design package. What good is a logo if it will not work for printing on large banners or small items like pens?

We want to help and will explain here what types of files you need in your logo package.

Paul Bucklin (Production Manager Logoclothz.com)

Logo Variations Different Versions of the Same Logo With Different Shape or Color

A logo variation is a different version of the same logo. Modified in shape, color, or arrangement. When it comes to logo variations, it helps to think in terms of landscape, portrait mode, full-color, and one color. Some areas designated for the display of a logo are horizontal and other areas are more vertical. Differing variations of your logo ensures the logo is displayed consistently, while maximizing the space available for branding.

When printing a logo on a tablecloth, you want to fill up as much of the space provided as possible. A table is rectangular in shape so it would make sense to use a wider logo variation. If printing on a table runner or t-shirt, the imprint area will be more vertical. For vertical spaces, you would use a stacked or tall logo variation.

burger fi logo design horizontal and stacked
Wide logo for horizontal (landscape) display Stacked logo for vertical (portrait) display

Other variations to include in a logo package are full-color logos, one-color logos, and a small logo or icon. If you consider all of the ways you can show off your logo it makes sense to have these variations. You can display your logo on social media, printed banners, tablecloths, table runners, t-shirts, pens, and the list goes on. Setting up logo variations ensures consistency no matter what the logo is displayed on or who prints it.

Color Logo Variations – Ensure You Have One For Printing and One for Internet

Colors are displayed differently on screen compared to when they are printed using ink. To ensure a logo is displayed with the correct colors you want different color variations for your logo. One variation will be for displaying a logo on screens and another variation for printing.

Screens display color using light and a mixture of RGB. (Red, Green, and Blue) Colors will always look brighter on screen because of the light used to generate them. When printing on anything physical, printers use a mixture of ink consisting of CMYK. (Cyan, Magenta, Yellow, and Black)

For these reasons, it is important to include both RGB and CMYK variations of a logo within a design package. For more information on RGB versus CMYK check out our 15 printing tips and resources.

Pantone Color Logo Variation – Guarantee Correct Colors When Printing Your Logo

Print machines are calibrated differently and use different brand inks. This results in slightly different color variations when a logo is produced with different printers. For this reason, printers use the Pantone Matching System (PMS) when matching colors.

When you go to Lowes and look for red paint you will see hundreds of different shades of red. Each of those different shades of red has a numeric value which painters use for color matching. The Pantone system works in the same way and ensures colors are printed in the correct colors.

In addition to RGB and CMYK variations of a logo, it is important to include a Pantone variation as well. We suggest using solid-coated Pantone values as they are most widely used by other printers.

One Color Logo Variations Why Do I Need Them?

delta airlines logo color and black and white

So you have a full-color logo and think it looks great. Like the Delta logo above, imagine it has dark blue letters. Imagine now printing the logo on dark colored t-shirts. You would no longer see the blue letters against the dark background. In order for the logo to be seen against a dark background, you would need a different color variation.

Many brands will establish different color variations in order to display their logo on different colored backgrounds. This includes one-color logo variations. Some promotional items such as pens are so small that you are able to only print in one color.

It is also less expensive to print in one color depending on the promotional item. Having established your logo colors in a design package will ensure consistency when branding.

What File Types Should be Included With my Design Package?

There are several different file formats you want to include within your design package. Some files are best suited for displaying images on the web and other files are best suited for printing. It is important to include all file types so that you’re not limited to how your logo can be displayed. These include A.I., EPS, PDF, SVG, PNG, and JPG files.

Vector File Types – Essential for Every Design Package The Cornerstone of Your Branding

The number one file you want to be included in your design package is the “native file”. The native file refers to the original file used to create the logo. If you pay for logo services, make sure to request this file from your designer. These are editable formats allowing for easy manipulation as your brand evolves over time. From the native file, you will create all other file types.

brands and logos from many companies
Most popular brand logos can be created using a vector based design program

The most recognized brand logos can be created using Adobe Illustrator because it works with vector-based images. Vector-based files are best for printing because they keep images sharp and without pixelation at any size.

From Adobe Illustrator you would save other vector-based file types; EPS, SVG, and PDF files. All of these file formats are usually small and take up little disk space. Small files make for quicker uploading times and have less of a potential to become damaged when sending via email.

Raster File Types

Adobe Photoshop is another popular design program that works with raster images. Raster images are created by tiny pixels of color. When printing raster images at large sizes it can be difficult to avoid pixilation.

Raster images need to be saved in large sizes, with transparent backgrounds, and at a high resolution. If not the image may not print clearly. This often results in the file taking up a lot of disk space and makes uploading times longer. When printing on tablecloths and banners the raster files needed are often too large to send via email. From Photoshop, however, you would create image and web file types.

Image and Web Files Types PNG and JPEG

PNG and JPG files are best used for showing a logo on the web or printing at small sizes. PNG files will have a transparent background and are ideal for social media sites and website banners.

JPG files will usually have a white background or another color set by the designer. They are best suited for printing on letterheads, flyers, and other smaller media. When printing from JPG files the background color needs to match that of the item it is being printed on.

Both of these file types are set up to display a logo at a small size. Small images do not work well for printing on large promotional items. As you increase the size of a raster-based file, the image will lose resolution resulting in pixelation and blurriness.

Here’s a Recap of What we have Discussed About Your New Logo Design Package

In conclusion, we discussed including different variations in your design package in order to have flexibility when displaying your logo. Having these variations will allow you to maximize the imprint area while maintaining consistency with your branding.

We then talked about the different file types you want to have in your design package. We also talked about the intended use of each file type. Some are best for displaying your logo on the internet and some for printing on items like tablecloths and banners.

Printers will ask for one file type or the other so it is good to have them all on hand. Below is a guide explaining what to include in your logo design package. If you have any questions, please feel free to contact us at Logoclothz.com, we are here to help.

Logo Variations in Design Package

All of the following versions of your branded logo should be included in your design package.

  • Horizontal Logo
  • Stacked Logo
  • Small Icon (Favicon)
  • One Color Horizontal Logo
  • One Color Stacked Logo

Color Variations of Your Logo

  • All versions above in RGB
  • All versions above in CMYK
  • All versions in Pantone Colors

Print File Types in Design Package

These print file types listed here should also be included in your new design package.

  • Adobe Illustrator File type .Ai
  • PDF
  • EPS
  • SVG

Web / Image File Types

  • Photoshop (.PSD)
  • JPG
  • PNG
  • Giff
logo and print file variations in a graphic
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