Once you’ve created a new brand for your client, it’s important to provide them with all the necessary files they’ll need to use their new logo. What’s the best way to organize your files? Which file formats should you include? Here’s a system for creating a logo package for clients. Give it a shot.
Logo Package Folder Structure
Before we start creating files, let’s set up the folder structure. Below is an example of the folder structure inside a zip file. I find the most efficient way to organize your files is by images and individual colour modes. Your colour mode folders will contain all of your vector files and the images folder will contain all the raster files.
Clients will typically use raster image files the most so I prefer to have it as the first folder for easy and quick access. You can do this by adding an underscore to the beginning of your folder name.
Depending on the number of logo variations you have, you might want to group them into subfolders for each file format. If you have four logo variations in four different formats, you’ll have sixteen files in total which could be overwhelming for the client.
Your client’s logo will not always be in full-colour on a white background. Provide your client with a variety of options for different scenarios. If their logo is going on a dark background, they will need an inverse or white option. If they can only print one colour, they may need a solid black version. Depending on the complexity of your logo, you may have more or fewer versions than what you see below.
For the longest time, the standard for supplying logos was an EPS file and some would argue it still is. However, with changing technology, EPS files are a dying format and becoming outdated. PDF files are becoming the standard universal file format because of their versatility. That being said, I would still include an EPS file as some print shops with older software still request them.
SVGs are great for website design as they keep logos and icons sharp and are infinitely scalable without pixelation. Provide your client with SVGs for their website and even another company’s website showcasing their logo. It’s also a good idea to include the original AI file so the client can make edits or export additional formats in the future.
There are many different image types but providing both JPEGs and PNGs in your logo package should be sufficient. I like to include PNGs in addition to JPEGs because they have a distinct advantage using transparent backgrounds. This just gives your client more flexibility with their logo for different scenarios. I’d also separate these into their respective folders like your vector files to keep things simple and organized for your client.
When exporting image files, it’s a good idea to create a small and large version. Your client may only need a small image for their social profile, but need a large image for their Google Slides presentation. It’s a little extra work, but it will help your client by giving them more flexibility. There isn’t necessarily a standard for sizing as each logo has different dimensions. I size a small image around the 250px mark and a large around 1000px.
Should I include both high-resolution and low-resolution images in my logo package? I typically only provide low resolution (72DPI) images files for a couple of reasons. First, any image used for the web won’t require high-resolution (300DPI) images. Second, if there is a scenario where you need a high-resolution image of the logo, a vector file should always be used.
With all the different files in your logo package, you want to make it really easy for the client to find exactly what they’re looking for. I start with the client’s name (Stryve), followed by the colour mode (CMYK), and then a short description (Black). You can go as simple as just B, or spell out the entire word black. Although it makes the file name longer, I prefer to spell out the entire word so your client doesn’t have to decipher your acronyms.
Putting together a logo package for a client is a time-consuming process. You may feel that some parts of this process are overkill. However, clients are not as familiar with graphic files as you might be so keeping everything separate will make it easier for them. It will also help ensure that by providing the most relevant file types, your client won’t need to ask for additional files down the road.
For additional file structure tips check out File Management Makeover for Graphic Designers.