It’s wonderful that my clients see the value in investing in top quality logos. Especially in a world where you can get a logo for under $100. Lucky for us designers, there are plenty of clients who understand that quality comes with experience and technique (and won’t be a direct copy of a well-known logo).
Each logo takes time to develop. I spend time understanding the client’s business, their points of difference, the competition and marketplace. I let the ideas flow, creating and perfecting, carefully crafting every curve and colour, then I proudly hand them over to their true custodians.
Logos designed: 29
The heyday of infographics has been a bonanza for Brand By Name. Every business wanted one, so at one point it became the majority of my work. The infographic craze has slowed, but they remain incredibly powerful – even more so now as they’re not so ubiquitous.
A top quality infographic can be shared on multiple social or internal company channels, so they represent great value for money for our clients.
Infographics created: 38
We’ve created so many print items we’ve lost count – hundreds of projects over the six years. Calendars, wrapping paper, coasters, glow in the dark stickers, annual reports, banners, floor plans, maps, posters, signage, foldable toy trucks, paper lanterns, tea towels, fake money – everything!
One memorable project was created to launch a car insurance product. We built two huge polystyrene boxes, then covered them with fake $100 notes to replicate $250,000 – the amount that could be saved by the target market if they switched their insurance. The (very heavy) boxes were driven around (slowly) by two SUVs at the press launch.
Print collateral: somewhere in the hundreds
Branding is the first touchpoint of an event for guests, so it’s essential to get it right. I love creating a brand vision for exclusive black-tie events, product launches, fundraisers, corporate meetings and many others. Some clients want a simple event invitation, others want the full suite of event branding – save the date alerts, bespoke address labels and envelopes, invitations, menus, signage, table decorations, raffle tickets, tasting notes, the works.
For one elegant event I designed an invitation for a tasting of a limited-edition cognac, which retailed at AU$125,000. The project fee was worth far less than a single bottle (and I never got to taste the product)!
Event invitations: 37
Easily the most powerful lesson is to stick to my specialty areas. In the early days I agreed to work that wasn’t my area of expertise. Over the years I have really refined Brand By Name’s strengths – namely events, print collateral, logos and branding, infographics, with the occasional website thrown in.
Just recently I was offered work creating packaging for a vegan smoothie range. The product sounded great, but I’d rather refer that client on to a product packaging specialist who has greater experience in their market. In the end it’s better for both parties if the most suitable designer takes the project.
• Illustrations – 94
• 36 Days of Type Challenges – 1
• Websites – 13
• Christmas wrapping paper – 2
• Christmas, Birthday and Valentine’s Day cards – 47
• Kerchiefs (What’s that? It’s a really big handkerchief) – 1
• Fake money – 2 full sets of Australian currency
Congratulations! You’ve created the logo for your new brand.
Unfortunately, the nitty-gritty, boring details of logo file formats sometimes get ignored in the excitement. It’s the quiet loner at the party who’ll call the cops later and ruin your vibe. Understanding these file formats is not creative or colourful. But it’s super important for the usefulness of your future logo.
It’s the standard file format that everyone uses. You can open it on your computer, tablet and smartphone. JPEGs are good for PowerPoint slides and social media files. Most of the time, the JPEG will be your go-to image file. JPEGs allow for compression, meaning smaller file sizes that are easy to email.
When it comes to logo file formats, PNGs are quite similar to JPEGs. But they’ve got one key advantage: transparency. The transparent background of PNGs allows you to use your logo with different colours and photos behind it.
Most JPEG logos are on a white background or encased in a shape. If they’re on white, they don’t look great paired with an image or coloured background—you are forced to have the white square in the way, which looks amateur.
In this example, the checkerboard pattern indicates where the background is transparent (PNG). The top image will always appear on a white background (JPEG).
People delete the file. Because they can’t open it, they think it’s useless.
A well-meaning marketing coordinator or office assistant is tasked with tidying up the digital files. Whoops, your EPS is gone. Yes, you can always go back to your designer to ask for a copy. But, if your logo was designed a while ago, you may not even know who created it.
Unfortunate scenarios when you lose your EPS logo files.
Here’s what I provide with each logo, and what you should expect from your graphic designer:
So to summarise, you need three formats for your logo file, a JPEG, a PNG and a EPS (or vector file).
Get those, and you are all set. Extra points if you file the folder with ‘DO NOT DELETE’ in the folder name.