Logos & Brand Identity

For most Logos you will need several files or variants. Typically each logo will have:

3 x colourspace versions

  • CMYK - used for offset printing
  • SPOT - used for screen-printing, vynyl, signage, etc
  • RGB - used for screen / web

Wide vs Tall vs Square versions

Wide - typically named Horizontal, Landscape, Wide or Primary

Tall - typically named Vertical, Stacked, Tall or Secondary.

Square typically named Icon, Favicon, Avatar or Square

Lockups vs Logos

Logo's often have variation that include taglines and other text. Traditionally we think of graphics as the "Logo" and Graphics with Text as a "Lockup".

So think about naming these as Logo and Lockup

Positive/Reverse Variants

Most logos have a positive and reversed version.

B&W

Most logos have (and should have) a Black only and a White only variant.

Simplified Version

Many logos have minimum sizes for legibility. This is often the case on products or for use in situation where simplicity is important, for example on small products or where reproduction is difficult.

File formats

For each of the above you should upload an editable source file (typically an Adobe Illustrator .ai or .eps or .pdf file), one file for each variant and colour space, plus websafe derivative file formats typically a transparent .png.

Note: Your original source file should NOT be a raster file (e.g. Photoshop psd, Tif, JPG or PNG) except under the highly unusual situation that your logo was created as a raster file.

You can also upload an Illustrator SVG file as an option.

Clearspace

Ideally your Clearspace rules should be built into the logo artwork using the artwork's canvas or artboard to protect that space. Many Designers fail to do this but it's a good idea.

Optionally Zip Up

While it's not imperative that you do so, and its a bit more work,  it's quite a good option to package up visually identical files into a zip package and upload them as a single zip file. 

You can then upload a proxy image to represent what is in the zip package - using the Advanced panel when editing the asset.

Examples 

Colour Logo.zip   (includes  CMYK Logo.ai, SPOT Logo.ai, RGB Logo.ai, etc)
Black Logo.zip
White Logo.zip
etc

Brand Guidelines 

Brand Guidelines are typically created in Document editors such as Adobe's InDesign, but are generally saved as NON-Editable PDF's before upload. Your Guidelines are a set of Rules after all and only people close to the brand should be making changes.

That said many clients upload both the Editable Sources files to the general Asset area and the Downloadable PDF read files to the Brand for auto-attachment and for inclusion in any Brand Pages.

When naming Brand Guidelines, it's a good idea to include a version number or release date in the filename.

For example:

Acme Brand Guidelines V2 April 2017.pdf


Photographic Images (Photos)

Generally Photos should be uploaded as RGB Tif's at 300dpi/ppi resolution.

They should be logically named - so that they are human readable. 

For example: 

EX001G  -  is not ideal

EX001G Shotover Jet Queenstown.tif   - is way better. 


It's a good idea to include the Photographers reference (if supplied) when you have Photo's supplied under licence or usage agreements (and even if you own full rights).

Product Images

Generally your product images should be uploaded as high resolution RGB Tif files at 300dpi/ppi resolution.

They should be edited in Photoshop (or alternative software), colour corrected, have clipping paths created and saved as a path (to enable transparency in the image) and then saved with LZW compression and with Transparency preserved.

They should be a minimum of 2500px on it's longest side.

This will mean that web sizes will be generated as transparent .png files suitable for use on screen or the web.

Files should be named with the brand and product name and any product reference.

e.g.  Air Wick Freshmatic Life Scents Refill Garden Escape 157g.tif

If you use Barcodes then you should include the barcode in the file name.

e.g. Air Wick Freshmatic Life Scents Refill Garden Escape 157g 9300701230173.tif

Brandkit will also (depending on configuration) make other variants such as specially sized jpg's automatically available for Planograms, etc.

Video

Generally we recommend that you upload your original high quality video as Quicktime.mov files at 1920 x 1080 px.

Brandkit will then auto-generate smaller versions (as .mp4) more suited to previewing in Brandkit but also on many websites - and these will be downloadable by end users also - giving them the choice of high and low res versions of your video.

Infographics

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Presentations

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Audio

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Documents

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