{"id":6939,"date":"2024-01-29T12:08:58","date_gmt":"2024-01-29T20:08:58","guid":{"rendered":"http:\/\/www.risingtidesociety.com\/?p=6939"},"modified":"2024-01-29T12:09:00","modified_gmt":"2024-01-29T20:09:00","slug":"making-sense-of-your-brands-logo-identity-files","status":"publish","type":"post","link":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/making-sense-of-your-brands-logo-identity-files","title":{"rendered":"How to use your primary logo and other brand files\u00a0"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><em>Your primary logo and secondary logo are key to your brand, along with several other types of brand files. By understanding how to use each, you can ensure consistency and a strong visual identity.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"793\" src=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-1024x793.jpg\" alt=\"Working on a primary and secondary logo\" class=\"wp-image-86049\" srcset=\"https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-1024x793.jpg 1024w, https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-300x232.jpg 300w, https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-768x594.jpg 768w, https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-1536x1189.jpg 1536w, https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The branding design process takes an extraordinary amount of time and effort. But when you\u2019re done, it isn\u2019t always clear what to do with all your logos, color palettes, font kits, design elements, and more.<\/p>\n\n\n\n<p>When should you use your primary logo design versus your secondary logos? What\u2019s the difference between web and high resolution? What if you need to use your logo over a photo? What then? What should you use for your social media profile images?<\/p>\n\n\n\n<p>Learn what should go into your brand identity files and how to organize everything to make it easy to work with. This guide is perfect for independent business owners who\u2019ve worked with a designer (or are planning to) or want to build their brand guidelines on their own.<\/p>\n\n\n\n<p><strong>Jump to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#files\">What goes into your brand identity files<\/a><\/li>\n\n\n\n<li><a href=\"#difference\">What&#8217;s the difference between a primary and secondary logo<\/a><\/li>\n\n\n\n<li><a href=\"#logo\">How to use your primary logo and secondary logo<\/a><\/li>\n\n\n\n<li><a href=\"#brand\">Implementing your brand throughout your clientflow<\/a><\/li>\n<\/ul>\n\n\n\n<a id=\"files\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">What goes into your brand identity files<\/h2>\n\n\n\n<p>Your branding package should include everything you need to incorporate <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/incorporate-your-branding-into-a-website-design\">branding on your website<\/a>, social media profiles, advertising campaigns, print marketing, and more.<\/p>\n\n\n\n<p>When it\u2019s finished, you\u2019ll have a series of files in a variety of different formats that work well for high-res web needs, editing, and print. Most importantly, you\u2019ll have a primary logo and a secondary logo that you can work with.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"665\" src=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/10\/Creative-Picnic-identity.png\" alt=\"Examples of primary and secondary logos\" class=\"wp-image-6942\" srcset=\"https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/10\/Creative-Picnic-identity.png 1000w, https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/10\/Creative-Picnic-identity-300x200.png 300w, https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/10\/Creative-Picnic-identity-768x511.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>Here are some of the main file types of common logo variations you should get in a design package after a rebrand or branding exercise:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Master logo<\/strong> \u2013 The master logo is the one with <em>all <\/em>the things. Usually, this one has additional elements like the date established, location, and\/or other icons paired with the logo to make a special statement. This is your brand in all its glory, however, it <em>shouldn\u2019t <\/em>be used most frequently. This type of lock-up is ideal for scenarios where it needs to make a big impression and has a decent amount of real estate to work with. Think signage, packaging, a postcard front, shopping bag, or brochure cover.<\/li>\n\n\n\n<li><strong>Primary logo<\/strong> \u2013 The primary logo design is the MVP of your brand. This is a simplified version of the master logo, and it should be used most frequently, whenever space allows.<\/li>\n\n\n\n<li><strong>Secondary logo<\/strong> \u2013 This is the more compact version of the logo you\u2019ll use when the primary logo doesn\u2019t fit or feel right in a chosen context. If your primary logo takes up more vertical real estate, maybe this one is more horizontal. This alternate logo still feels cohesive and at home with the rest of your identity, but is used on a more as-needed basis.<\/li>\n\n\n\n<li><strong>Logotype<\/strong> \u2013 This term may apply to your primary and\/or secondary logo, or your brand may not have one at all. Essentially \u201clogotype\u201d refers to a logo where the typography is the hero all on its own. Disney and Google are great examples of famous logotypes.<\/li>\n\n\n\n<li><strong>Mark<\/strong> \u2013 The mark could be an icon\/symbol that\u2019s part of the primary and\/or secondary logo, or it may stand on its own as a totally separate brand element. I tend to use the design mark to support the brand in places where the business name already appears (so as not to be repetitive) and\/or where the full logo would be too large. Think social media avatar, website favicon, or one side of a business card. For some brands, the mark becomes a standalone element that\u2019s so strong it can stand alone and still be recognizable (Apple and Nike for instance).<\/li>\n\n\n\n<li><strong>Secondary marks<\/strong> \u2013 The secondary marks usually involve the mark and\/or other supporting icons or text (date established, location, website, tagline, etc). These marks add an extra layer of depth to the brand and can be implemented in interesting and fun ways throughout your swag and collateral items.<\/li>\n<\/ul>\n\n\n\n<p>The variation of the logo you use is essentially up to you. The brand guidelines should cover a host of other design decisions as well, including your brand color palette and typography. But we\u2019ll save those topics for another day.<\/p>\n\n\n\n<a id=\"difference\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s the difference between a primary logo and a secondary logo?<\/h2>\n\n\n\n<p>A primary logo should be the mark you choose to represent your full brand. This logo will be the one you use most often, and will likely include all your primary brand colors and font. You\u2019ll want to use this logo in the header of your website and the profile photos of your social media accounts as well.<\/p>\n\n\n\n<p>The secondary logo is typically smaller than the primary logo, so it\u2019s appropriate for situations where you can\u2019t use the full primary logo. Some examples might include marking your social graphics or placing it in the footer of a print document.<\/p>\n\n\n\n<a id=\"logos\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">How to use your primary logo and secondary logo<\/h2>\n\n\n\n<p>Now let\u2019s take a look at some common branding usages you may consider using your logo and brand files, and I\u2019ll let you know which ones to use.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I need a logo file for the header of my website<\/h3>\n\n\n\n<p>If your website header and background are white, you can use a web-resolution JPG. For colored or graphic backgrounds, use a PNG. It\u2019s best to use your primary logo here, but you can also use your secondary logo if you have a primary logo that\u2019s too large for your header.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I want to have my logo engraved on gifts for my clients<\/h3>\n\n\n\n<p>Anytime you\u2019re having your logo engraved or etched on anything, this will require a vector file, like EPS or AI (Adobe Illustrator). If you\u2019re printing your logo in color, be sure to also include the respective Pantone color.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I need a logo file for the top of my letterhead, formatted for Microsoft Word<\/h3>\n\n\n\n<p>A high-resolution JPG is your best bet here.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I want to add my brand icons to my website<\/h3>\n\n\n\n<p>If your website background is white, you can use web-resolution JPG files. For colored or graphic backgrounds, use PNG files.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I\u2019m having my logo made into a laser-cut decal or sign<\/h3>\n\n\n\n<p>Laser-cutting, engraving, and signage require the precision of vector files.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I need to use my logo on purchase orders<\/h3>\n\n\n\n<p>Since these are usually printed in only one color, use a black and white high-resolution JPG file.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I need a logo file for my social media profile<\/h3>\n\n\n\n<p>A high-resolution JPG is your best bet here.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I\u2019m making letterpress business cards. Which files do I use?<\/h3>\n\n\n\n<p>Letterpress, foil stamping, and other specialty print methods require vector files.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The logo on my website looks fuzzy on my phone and new laptop. What can I do?<\/h3>\n\n\n\n<p>This is because your phone and new monitor are retina displays, which double the number of pixels per inch. This makes for a really crisp web experience, but will also make graphics saved at 72ppi look fuzzy.<\/p>\n\n\n\n<p>If your website\u2019s on a site like Squarespace, simply upload a larger JPG or PNG file (essentially double the size of the original). Then you can scale it back down in your settings.&nbsp;<\/p>\n\n\n\n<p>If you have a custom site or one where there\u2019s a developer platform to make adjustments to your site, your best bet is to hire a web designer or developer to switch your website\u2019s logo file and other fuzzy graphics to SVG files. These are vector files for the web, which are not supported by a lot of plug-and-play sites outside the developer platform and require a bit of coding to implement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I\u2019m using my logo on a print advertisement or postcard over a photograph, so it needs a transparent background<\/h3>\n\n\n\n<p>Do not use a png file here. They don\u2019t have the proper color mode for print applications (CMYK). Vector files have a transparent background and will be the proper color mode for print applications like advertisement materials and collateral.<\/p>\n\n\n\n<a id=\"clientflow\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">Implementing your brand throughout your clientflow<\/h2>\n\n\n\n<p>Once you have all your final brand identity files, it\u2019s time to make sure you have a solid set of brand guidelines, which can also be called a style guide. The brand guidelines will include more instructions for how to use your visual assets, as well as messaging and voice guidelines. You can use these for your website copy, blog posts, and more.<\/p>\n\n\n\n<p>Pulling everything together into guidelines is important to set your <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/defining-a-brand-aesthetic\">brand aesthetic<\/a>, while providing guidance for yourself and your current or future team. Once you have your primary and secondary logo and other files, using them consistently is key, and having guidelines will support clarity regarding any digital applications of your brand design.<\/p>\n\n\n\n<p><br>Within your guidelines, consider where you can use your brand throughout your clientflow. Beyond your website and marketing materials, can you add your primary logo to your <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/invoice-template\">invoice templates<\/a>? You can also add your secondary logo within your <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/gmail-signature\">Gmail signature<\/a>. Using your brand files at client touchpoints maintains a more cohesive experience, from discovery to booking and beyond.<\/p>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"88375\" class=\"elementor elementor-88375\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-2237b60 e-con-full cta_click e-flex e-con e-parent\" data-id=\"2237b60\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t<div class=\"elementor-element elementor-element-a763669 e-con-full e-flex e-con e-child\" data-id=\"a763669\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-acab07b elementor-widget elementor-widget-image\" data-id=\"acab07b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"407\" height=\"347\" src=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/07\/cta-communication-banner-black.png\" class=\"attachment-medium_large size-medium_large wp-image-88378\" alt=\"\" srcset=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/07\/cta-communication-banner-black.png 407w, https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/07\/cta-communication-banner-black-300x256.png 300w\" sizes=\"(max-width: 407px) 100vw, 407px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-711ec11 e-con-full e-flex e-con e-child\" data-id=\"711ec11\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1504169 elementor-widget elementor-widget-heading\" data-id=\"1504169\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Ensure consistent communication<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-793431e elementor-widget elementor-widget-text-editor\" data-id=\"793431e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Use HoneyBook to manage all of your client communication in one place.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6939b6e elementor-widget elementor-widget-button\" data-id=\"6939b6e\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/signup%20\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get started<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n","protected":false},"excerpt":{"rendered":"<p>Your primary logo and secondary logo are key to your brand, along with several other types of brand files. By understanding how to use each, you can ensure consistency and a strong visual identity. The branding design process takes an extraordinary amount of time and effort. But when you\u2019re done, it isn\u2019t always clear what [&hellip;]<\/p>\n","protected":false},"author":133,"featured_media":86049,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27,545],"tags":[226,65,97,333],"class_list":["post-6939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-branding","category-mobile-app","tag-design","tag-marketing","tag-rebranding","tag-web-design"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo.jpg",2000,1548,false],"thumbnail":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-150x150.jpg",150,150,true],"medium":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-300x232.jpg",300,232,true],"medium_large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-768x594.jpg",768,594,true],"large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-1024x793.jpg",1024,793,true],"1536x1536":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo-1536x1189.jpg",1536,1189,true],"2048x2048":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2016\/11\/primary-and-secondary-logo.jpg",2000,1548,false]},"post_excerpt_stackable_v2":"<p>Your primary logo and secondary logo are key to your brand, along with several other types of brand files. By understanding how to use each, you can ensure consistency and a strong visual identity. The branding design process takes an extraordinary amount of time and effort. But when you\u2019re done, it isn\u2019t always clear what to do with all your logos, color palettes, font kits, design elements, and more. When should you use your primary logo design versus your secondary logos? What\u2019s the difference between web and high resolution? What if you need to use your logo over a photo?&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/hbb.dev.reliablepenguin.com\/blog\/category\/marketing-branding\" rel=\"category tag\">Marketing &amp; branding<\/a>, <a href=\"https:\/\/hbb.dev.reliablepenguin.com\/blog\/category\/mobile-app\" rel=\"category tag\">Mobile App<\/a>","author_info_v2":{"name":"Melissa Yeager","url":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/author\/melissayeager"},"comments_num_v2":"1 comment","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use Your Primary Logo | HoneyBook<\/title>\n<meta name=\"description\" content=\"Understand how to use your primary logo and other brand files to make the most of your brand, and build a consistent, strong visual identity.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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