I’m working with yet another client who didn’t receive “vector” art for their logo—that they “got really cheap on-line.” The glow of feeling like they got a great deal fades when I tell them what all they should have received and that I’ll have to recreate the logo as vector art to complete their project. When you shop online for a logo designer and only pay $50 for a logo, you get what you pay for—one image—something probably quickly made in Photoshop.

Be sure to ask your designer to explain what type of logo files you will receive. The answer should be “a variety of file types, including vector art” and a use guide, documenting the fonts and colors and what the various file types are for.

What is “vector art” you ask?

There are actually 2 types of images: vector and raster. You should receive BOTH for your logo.

Vector art can be enlarged to fit on the side of a bus and still have smooth clean edges (like the red circle in this photo). Vector file types end in .ai or .eps, and if properly made a .pdf.

Raster is essentially a photo and we all know what happens when you zoom in on a photo or try to print it too large, it pixelates into a bunch of little blurry squares (like the blue text in this photo). Raster files end in .psd, .tiff, .jpg, .png. Note: This is why I can’t design a 6-foot wide banner with your 4-inch wide .jpg logo file.

Did you get short changed on your logo design? I can recreate the logo as vector art, correct any issues and make all of the files that you need, and if needed, help you create a brand look that coordinates across print, social media and your website.

I’m proud to be working with Bold Lead Designs, a wonderful Colorado small business. I met the owner, Katrina, about 9 years ago when we were both involved with Freedom Service Dogs. Since then, her business has grown to employ 6 people in a busy workshop in Aurora! Recently, she contact me to refresh the look of her product tags and staff business cards—all stating “Artisan Crafted in the USA.”
Working with other small business owners, especially “doggy” ones, is one of my greatest joys!

Photo: Katrina Boldry