The concept has been approved and you have the logo almost done, but usually at this point the logo is at about 90 percent. Now, assuming we have no tweaks from the client, it is time to polish this bad boy. By this time I have looked at the design for at the very least, a weeks time. Sometimes moving to a months time if we've had a longer process. So I am well acquainted with the project. We have given my eyes a break during the approval process. On many occasions I see something I didn't before. Other times I simply clean up my work and simplify anchor points creating a solid piece so it will be easy to use for future designers of the brand.
I produce two main products and ready them for delivery for this part of the process. A series of logo formats that will be helpful to the client and a logo standards booklet helping others understand the logo and brand.
The logo formats I send (depending on the needs of the client) are as followed:
Ai and eps - this is an important one for clients to have if they are sending files to print anything. Most publications, shirt printers, and merchandise companies need one of these two files for printing purposes.
Jpg and png - these are easy to use files that can be used by almost anyone. Usually used for online use they are also very easy to place on social media pages. I will often send the jpg in a square for ease of placing as social media profile pictures.
Black & white as well as color options - depending on the logo and brand standards there may be quite a few options here. It's good to get them all taken care of now to take away a possible accidental color change on someone else's watch.
Vertical and horizontal - some identities are extensive enough to have a secondary logo. Maybe the main one looks too small in a social media square. Here we use the eliments of the long one to create a better option. The key with this is consistency.
I usually save all formats with a pre calculated white space around them. This will be one other way to ensure its easy to uphold brand standards.
The brand standards:
This is where you get to set the rules for a brand. The logo is great but if it is used improperly the brand will weaken. This common happening renders a company bland and storyless. It is important that whoever uses the logo understands how the logo is to be used. Often it is important to show what to do, and what not to do. This will keep the logo set on your vision.
When a logo is used properly and consistently it creates a story. And good stories create good brands that people can stand by. Done right a good brand will inspire others. Your clients' clients will grow to identify with the brand and trust that your quality of work will continue to be consistent. If your branding is consistent, chances are you are also consistent in your work. Or at least that's how I percive it. So don't neglect this if you have it in your budget. And if you can, explain it to the client verbally so they understand as well. They will be able to uphold the standards as well as anyone.
Once the client has payment in full I now send it to the client.
Designer & Illustrator