A logo needs to be scalable, adaptable, and recognisable, whether it’s on a business card, a billboard, a website, or a mobile screen.

That’s why we always deliver more than one version of your logo. In this guide, we’ll break down what goes into a professional logo package, why you need multiple formats, and how to use them correctly.

What Makes Up a Logo?

At its core, a logo is made up of:

• The symbol/mark (e.g., Apple’s bitten apple, Nike’s swoosh)

• Typography (e.g., Coca-Cola’s script wordmark, Google’s clean sans-serif lettering)

• Colour system (positive, negative, monochrome, grayscale versions)

These elements combine to create a logo that can adapt to different backgrounds, sizes, and mediums without losing its impact.

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Why Do You Need Different Versions?

No single logo file works everywhere. Think about where your brand appears: on packaging, websites, signage, ads, social media, or merchandise. Each of these channels requires different technical specs.

Examples:

• Apple uses a black logo on white packaging, a white logo on MacBooks, and a metallic version on devices.

• Nike often uses the swoosh alone, but sometimes pairs it with the word “NIKE” depending on context.

Having flexible logo versions ensures your brand looks consistent and professional in all these situations.

Essential Logo Versions You’ll Need

We recommend preparing these variations:‍

Full-Colour Version

 • Your primary logo with brand colours.

Black Version

 • For use on light backgrounds.

White/Negative Version

• For use on dark backgrounds.

Single-Colour Version

• A simplified version for stamps, embossing, or engraving.

Icon/Mark-Only Version

• Just the symbol (e.g., Nike swoosh, Apple icon).

File Types Explained

You’ll often hear designers talk about “sending the logo in all formats.” Here’s what that means:

Vector Files (for print & scaling):

• AI (Adobe Illustrator): Master editable file.

• EPS/PDF: Universal vector format for printers and signage.

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Raster Files (for digital use):

• PNG: Transparent background, perfect for web/social.

• JPEG: Lightweight, good for everyday use but no transparency.

• SVG: Scalable for websites and apps, ideal for digital interfaces.

Rule of thumb: Always use vector files for print, raster files for digital.

Practical Tips for Clients

• Always keep your master files safe. They are the foundation of every adaptation.

• Use the right file for the right medium. (PNG for web, PDF/EPS for print).

• Don’t stretch or distort your logo. Always scale proportionally.

•Ask your designer if unsure. Using the wrong file may harm your brand presentation.

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