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Understanding Your Logo: A Guide for End Users

Congratulations on your new logo! It may have been a struggle to get here but I for one am very excited we arrived. I am hoping you're just as excited as I am to have an icon that represents your brand. There's a lot of files in your ZIP and I want you to know exactly what you're getting and set you up for success. One key to keeping a professional appearance is knowing how to use your files and keeping your logo consistent through every element of your marketing materials. And if you're on this page because you're curious- read on! Lots of great data I feel anyone would benefit from knowing.


Briefly let's go into VECTOR and RASTER files once again. There's a high chance we've already touched on this but it is so important to know what to use where. Vector uses mathematical equations to determine the distance from point to point. Because it uses math you're able to scale the graphic to the size of the moon and it will not ever pixelate or distort. This allows for the best clarity which is why its used for printing. Raster images are made of pixels and there is a max size before it gets pixelated this is why its best used in the digital world.


The main take away you need to remember is

VECTOR IS FOR ALL THINGS PRINT & RASTER IS FOR DIGITAL/WEB


In your folder you'll find a few things. You will find a "BRAND GUIDE". This is great to pass off to other shops that provide services Epicenter doesn't do (such as shirts and hats). This Guide informs whoever is utilizing your logo what the Pantone Colors are and the fonts used, it also shows how your logo should be used across different backgrounds. Pantone colors are used across the print world to keep colors as consistent as possible from item to item such as your shirt colors to your business cards. This helps with brand consistency.


Next you will find two folders Labeled "VECTOR" and "RASTER".


In The VECTOR folder you'll see 2 different file extensions. .ai & .pdf

.ai files are the logo in its purest form. It is likely you will not be able to open them as you need a design program to open and utilize. However this is ultimately the file you've paid us for. All other file types are less valuable than this one. Keep this file safe!

.pdf files literally stand for portable document file. This file retains the vector format but is a more widely used type of file. It can be viewed/opened in a wide range of softwares and is a great one to provide to any print/apparel company, or any project where it calls for your logo to be printed.(even your kids local soccer banner)

Again vector files should be used for anything printed, shirts, hats, billboards, coffee mugs I use these file types on all products Epicenter produces such as stickers, banners, signage, labels, vehicle lettering and window graphics(let us know if you need any of these services as well)


In the RASTER folder again you'll see 2 different file extensions. .png & .jpeg

.png files stand for portable network graphic. .PNG files have a "transparent" or "clear" background in the file. You likely have one that has a white outline and one that does not. This will provide you options depending on what project you're working on. You may even have an all white icon if your logo lends itself to that execution. .PNG files would be great to use on letterhead, invoices, apps and on your website.

.jpeg files- in my opinion, this file type is the least useful but is also the type I get handed the most when starting a project. These files are great for anywhere you need your logo in a digital format with a background. Most popular use Facebook profile picture.


I for one can't wait to see you grow your company. There's a lot here but to beat that dead horse - just remember that vector is for print and raster is for digital & web.


Congratulations once again on your new logo!





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