Is your logo being held hostage?

You’ve finally  had an epiphany! The greatest marketing strategy since those beer frogs and you’re ready to launch. You’ve laid out just enough content to entice your reader and swiped through hundreds of images to find this perfect one. Now you just need to place your logo in the corner and press send.  Where’s the logo? Do you need to rescue your logo?


Open up your finder/my computer and locate your company logo.  
Was that simple enough? I’m sure that you have a folder labeled ‘company logos’, which includes a 4 color option, a version for a light background and a version for a dark background. When you need to re-order branded promotional materials, polo shirts or coffee mugs, you also have a specific logo saved for that purpose. If the aforementioned holds true, you can stop reading here. Congratulations, you are in complete control of your logo.


Still with me? I figured you would be. I manage a design agency and even I, have to talk to someone else to get my logo in specific formats. So let’s figure out how we can pull a Liam Neeson and rescue your logo from whomever is holding it hostage.



Let’s start with who may have your logo? Ideally, the original designer of your logo should have the original files. Always ask anyone you hire to provide original files, even the working files that you don’t have the software to access. You’ll save a lot of time and money later, if you need to ask someone else to make updates. Don’t let them hold your logo hostage. If you don’t even remember who created your logo it might be time for a refresh.


To ensure that you have complete access to your logo, make sure to request, from your designer, these specific files in these specific formats: a 4 color option, a 4 color option w/out a white background, a version for a light background and a version for a dark background.

(.ai) file with live fonts: vector

It’s good to have your logo in its purest form and that would include the fonts. In case you ever need your logo font for any reason you should have access to it. The (.ai and .eps) file are vector files which will allow you to enlarge your logo till infinity, in case you need it for a billboard or jumbotron.  

File naming example:


(.eps) outlined file: vector

The fonts in your (.eps) file should be outlined, so it becomes a vector image and your logo fonts will never default if the needed font isn’t present on the computer you’re using.
Good for printing: paper, promotional merchandise, large format printing
File naming example: logoname.eps


png: large & small dimension

The (.png) files have a translucent background, allowing you to place your logo on any background color you choose without a white box showing up around it. It is only used for digital purposes.
Good for presentations in PowerPoint/Keynote
File naming example: logoname.png


jpg: large & small dimension 300 dpi high resolution

Probably the most commonly used file, for a small/medium sized business, because it is the most accessible file as it doesn’t require speciality software to access.
Good for emails and programs that don’t accept .ai or .eps files
File naming example: logoname.jpg

If you don’t have your logo in each of these files then reach out and rescue your logo, from your designer. If you require your logo be recreated, use this list as a resource to ensure you have everything you need.


Having full access to your logos will ensure the continuity of your brand as you create and launch the next brilliant marketing campaign. Stay tuned for part two, where we’re going to make sure no one is holding your entire website hostage.