A logo is a key element of your nonprofit organization or association’s branding, however, if it’s not designed to be flexible and usable throughout your marketing and communications outreach, it will quickly become obsolete or unusable.
Consistently presented brands are 3.5 times more likely to have high brand visibility, so it’s crucial to have all the necessary logos in your logo package.
When I start the design process, we discuss how the logo will be used within the organization so I can keep those potential uses in mind throughout the design process.
The first step is determining how the logo will be used, both in print and digital channels. Here are a few ideas:
After determining how the logo will be used, I can choose the most appropriate properties when creating the final logo package.
The next step is to determine how many logo variations will be needed, both in print and digital. When creating a comprehensive logo package, the following color variations and file formats should be considered:
• Full-color: For both print and digital use
• Pantone color: Also known as spot color
• One color: Black or one of the key brand colors
• Greyscale: tones of black and grey
• Reverse: White version to be used on dark backgrounds
• Inverted: Combination of color and white to be used on dark backgrounds
• Print: High-resolution EPS, PDF, AI
• Digital: Low-resolution JPG, PNG, or vector SVG
• Logo with tagline
• Logo without tagline
• Tagline alone
• Full logo with icon
• Icon only
• Logotype (text-only version)
• Horizontal: Ideal for websites
• Vertical: Often used for signage and promotional items
• Stacked or Square: Perfect for social media profiles
Investing time in creating a comprehensive and adaptable logo package is essential for maintaining a strong and consistent brand identity. Review your current logo assets and ensure they cover all the necessary bases. If your logo package is missing any of these elements, a logo designer (hint, hint) can help fill the gaps. Don’t wait until you are missing a necessary logo!
For a quick refresher on color and file formats, visit my A to Z of Design.
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