1. Ask For Your Logo’s Vector File

Before picking a logo designer, make sure they are able to provide you a vector of the finalized logo.

A vector is a type of file that will allow your logo to be scaled to any size without pixelating or losing clarity. This is important in case you ever decide to include your logo on a large sign, poster or banner.

A vector can be provided in 1 of 3 formats, the most common being an .eps file (Encapsulated PostScript). An EPS vector is the standard vector format, and is supported by most graphic design software – including Adobe Illustrator.

The second option is an .ai file (Adobe Illustrator Artwork). This is the format native to Adobe Illustrator, the most popular graphic design program (though other programs like CorelDRAW will read it as well).

Lastly, we have the .svg file (Scalable Vector Graphic). This one is less common due to a previous lack of support from popular web browsers, though most browsers are recently beginning to support this format so it may become more popular in short time.

We recommend you request an .eps file of your completed logo, as this is the most universal option. In addition to the vector, be sure to ask for additional – non-vector – formats as well (such as .psd, .jpg and .pdf). With the exception of the Photoshop format of .psd, these are more user-friendly formats as they will not require expensive graphic design software to view or use. It’s best to be prepared!

2. Make Sure It Fits Anywhere You Want

When designing your logo, it’s important to consider where it will be displayed.

Most websites display the logo in the top left, as a horizontal rectangle shape – typically at a 2.5:1 ratio (for example 250 pixels wide, by 100 pixels tall).

Most social media displays your logo either as a square, or circle shape.

If your logo is a square, it will be too tall for most websites, and corners will be clipped off in circle logo areas. Conversely, if you design a rectangle logo, it will be perfect for your website, but won’t work for most social media.

The ideal situation is to have a logo that is adaptable, with a version for each venue it will be displayed. This way it will always appear in full as intended. For example, here are the variations we use:

3. Tell Your Story With A Picture

Your logo is the face of your company when you’re not there.

It’s important that your logo clearly represents you to your potential customers.

While there are always exceptions to the rules, 99% of the time a well-designed logo should be able to accomplish the following five tasks:

Illustrate What It Is You Do Or Sell: Incorporate a visual representation of your company into your logo’s design. From just a quick glance, your company’s product or service should be 100% apparent.

Communicate Your Brand’s Personality: What are your company’s adjectives (modern, lux, blue collar, bargain, conservative, fun, high-end, professional, funky, chic, classy, artsy, educational, etc.)? This will help potential customers know what to expect.

Instill Trust: Your logo should convey that you are are the authority in your field. This is often best accomplished simply by following the other 4 guidelines.

Resonate With Your Target Demographic: Make sure your logo speaks to your audience – Your logo isn’t for you, it’s for your customers. Before requesting your logo, go online to find existing logos in your field, and survey your target demographic to see which they like best, and why.

& Keep It Simple: Your logo should be relatively simple in design. Stay away from photographs, paintings, or intricate artwork. The logo’s message should be just as apparent in black and white as it is in color. It should also remain legible when reduced in size, as on letterhead.

4. Request Your Font Licenses

Fonts (the particular typeface, or lettering style used for the words of your logo) are an important part of your brand identity, and as such you will likely want to include them on your website, or your marketing materials (business cards, flyers, brochures, signage, posters, apparel, etc.).

It’s also very important to know that fonts are not always free to use. If you don’t have a commercial license to use the font in your logo, you may find yourself sued for copyright infringement down the line. To avoid this, ask your graphic designer to provide you with the commercial license they obtained for each font they used.

If you’re concerned about licensing your font legally, you can purchase fonts individually, with prices ranging anywhere from $20 to thousands of dollars, or use a font service such as:

Google Fonts: Google Fonts is a fantastic resource for fonts to use in logos, graphic designs or on your website. They have hundreds of free fonts that are such high quality that even major companies like Starbucks (Freight Sans) & PayPal (Futura) use them. Google Fonts are all copyright free for commercial use under the SIL Open Font License (OFL).

Adobe Fonts (formerly Adobe TypeKit): Adobe Fonts is another large resource for copyright free fonts for logo designs. Adobe Fonts however, has a monthly (or yearly) subscription fee that makes it more worthwhile to graphic designers than to business owners.

or FontM: FontM has a large collection of free for commercial use fonts, as well as some that are premium fonts for purchase.