Cynthia Oswald

Surface Design, Fine Art + Branding for Creatives

Branding & Print

Demystifying (logo) file types

Do you know what type of logo you need?

So you had your logo designed and you are ready to share your new brand with the world … and then you send your business cards off to the printer, fantasizing about what it feels like to hand out these new, professional, branded cards… You finally receive the box in the mail only to feel disappointed when you open them and see a fuzzy-looking, crappy business card—to put it nicely—and you are left feeling defeated, confused, underwhelmed. Hopefully, the printer warned you of this prior to making the print run (as any good printer would). But if not, I wrote this for you.

I receive inquiries about recreating logo files often. And usually, it’s because a client doesn’t have all of the logo file types they need. So, I created this to help you get the files you need right from the start. (If you’re working with another designer, I suggest running the below list of file types by your designer to ensure you have each of them in the correct format as a final deliverable.)

Let’s start with the type of file the logo should originate from: AI or EPS

An AI file is short for Adobe Illustrator. If you’re paying someone to help you create a logo it should be created using a vector-based application, like Adobe Illustrator. A vector file is a file created using points and paths to render a shape in a mathematically and infinitely scalable format (imagine your logo on the moon!). This means that you can print them on a large sign, add them to a billboard, have them turned into embroidery, an animation, a special stamp, or perhaps a wax seal—the sky is the limit with vector files. You’ll want your designer to save the AI file as an EPS—that’s the file you’ll need for future printing projects. An EPS file stands for Encapsulated PostScript. It’s basically a fancy way of saying a vector file—or a mathematical formula that establishes points on a grid. Have I lost you yet?

Ask for a vector-based PDF file

While your designer is at it (still in Illustrator) ask for a PDF file. EPS files are needed for your brand library and future use, but chances are you won’t be able to open them from your computer (unless you have Adobe design programs). PDFs can also be vector-based files when saved from Illustrator or other vector-based software. Have your designer save the vector art as a PDF so you can view it from your computer. What is a PDF anyway? It stands for a Portable Document Format and was originally created by Adobe to enable users to open up different files across operating systems, programs, and now devices.

One more Illustrator-based file you’ll need: SVG

Next up on your list of Illustrator files is an SVG file. This happens to be my personal favorite file type because it has so much information packed into a small file size. This file type enables logos to come across crisp and clean across devices on the web. SVG stands for Scalable Vector Graphics—and is an XML-based vector graphic that can scale and be manipulated using code. Creating this file is as easy as hitting File > Save As > Format > SVG and, voila!, you will have the perfect file type for your web designer to render your logo online.

The final two file types to request: PNG & JPEG

These two files are good to have for your use on social media and other platforms that aren’t currently supporting SVG files. Both are rasterized files—meaning that they are converted into pixels. Pixel-based files cannot be scaled up/enlarged. It’s important to request a specific dimension for these files. For instance, if you are using a 50 x 50 pixel (px) JPEG file but the requirements are 250 x 250 px the image will be scaled x5 and will look pretty awful in return—in other words, pixelated. I like to send logo files that are 1000 px or more for the client’s library. That way they can reduce the size if needed but they are working with a larger file type to begin. Why do you need a PNG and a JPEG(JPG)? PNGs have the ability to save a transparent background. JPGs are similar to PDFs, in that anyone can open them. I use them as a last resort. Whatever you do—do not save over the files sent to you—get into the practice of “saving as” so you don’t lose that original quality.

Let’s recap …

If you are printing or rendering your logo in a tactile medium, it’s best to use an EPS file (it’s good practice to include the vectorized PDF file for viewing purposes). If you are sending your logo around to your social circles to celebrate the beautiful design, send along a PDF. If you are passing your logo off to your web designer, send them an SVG file. They may request a PNG or JPEG but ask them why they can’t use an SVG… after all you just spent time and money on your new logo design. Showcase it in the best possible light. Finally, when you add your brand to all of your social media and email marketing platforms, upload a PNG. On the odd occasion, you might need a JPG file, but this can usually be a last resort if you have all of the other file types listed above. (I anticipate that SVGs will be supported by most social platforms very soon, so once that happens, I would use SVGs instead.)

And here’s a quick cheat sheet for you:

AI/EPS: A Vector-based file that is scalable and can be used in a variety of formats (and sizes!) while still looking crisp and clean. It’s the most important logo file type to have!
Vector-based PDF: A vector file you can open on your computer if you don’t have Adobe Creative Suite programs
SVG: The best file type to use on the web
PNG & JPG: Rasterized files used in specific sizes for social and other small-scale places

I hope this helps. Here’s to beautiful logos, and having the right file types to showcase them! 🥂

Do you have a logo in mind that embodies your business or vision, or are you looking to create one? I’d love to hear from you. Share your thoughts or reach out for a consultation to bring your vision to life. And if you’re a designer, why not take these principles and apply them to your next project? Let’s create logos that don’t just exist but make a resonant and lasting impression.

Bring your logo to life

Five questions to ask your graphic designer before hiring them

Top 5 Questions To Ask a Designer

(before you hire them!)

When I was in my early twenties I started embracing my femininity. I started to get my hair professionally cut and styled. I relied heavily on the expertise of the salon owner, she was hip and fun. I gave her full reign on creativity. It started off well, then as time went on I noticed that not only was the salon owner passing off drinks to her customers, she was also consuming a little herself on the side. When I left the salon my hair looked different each time. She was always adding some new technique or using a new tool. It wasn’t until my then 8-year-old nephew said, “Aunt Cindy, why do you have a mullet?” that I decided it was time to go elsewhere. That’s when I started taking a little more interest in the final result. I did have a style I just hadn’t defined it. I can tell you right now it didn’t consist of rocking a mullet! I like a little layering but this was extreme.

I swear it wasn’t this bad!

When you’re working with a designer it’s important to also get clear about your goals for the end result. If that’s not a process you’re familiar with you’ll want to find a designer that can help you arrive there. If you’re paying a minimal fee and the designer hasn’t put systems and processes in place to ensure you’re happy with the final result, you’ll end up having to pay someone else in the near future. Maybe you already know exactly what you’re looking for and therefore prefer to pay someone only to execute your ideas. There are so many different scenarios to consider about your own personal preferences before you even begin your “Graphic Designers Near Me” search. Let’s get started by looking at my top 5 questions to consider before hiring a designer:

1. How do you ensure that my brand comes through in the final result?

If you tell a designer that you aren’t sure what you’re looking for and that you’re open to whatever they come up with then be prepared to see anything—including the latest trends. That could look like a mullet, bushy eyebrows, or fanny packs. Do any of those resonate with your brand? Some of you are resonating with bushy eyebrows. I personally love a good fanny pack! In all seriousness though, you do have preferences and that should come through in your brand materials. An experienced or well-versed designer will have a system or process set in place to ensure that your preferences and brand shine through in the final result. Ask them what this looks like. If they don’t have an answer for you, that’s a red flag. Save yourself time and money by continuing your search.

2. What is it like to work with you from start to finish? What does your process look like?

Now that they’ve shared a little of their process with you ask them to expand on this. Simply ask them to talk a little about their process and see what they offer you. While they are talking, listen for clear direction and guidance on what type of schedule they will put in place, how much involvement from you will there be, and what systems they have in place to ensure you both stay on target. Does their process include enough time for you to adequately make changes? Are the changes included in the cost? Will they give you a notification when your feedback is due? These are all important aspects of the process that you will want to know they have defined.

3. How do you prefer we communicate throughout the process?

This one can be tough. Some designers will work directly with you from start to finish. Others prefer to start a project by working directly with you and then direct you to a Project Manager once the job is in motion. This can feel uncomfortable for the customer, leaving you feeling unimportant even if that truly isn’t the case. The idea is to find out how the communication will work throughout the life of the project so that both parties are clear. This process is 100% acceptable if it’s conveyed upfront. Inevitably, communication issues do happen. They are less likely to happen when both parties are clear on their expectations upfront.

4. Do you prefer to have full reign on the creativity or is it a collaborative process?

Generally, the customer-designer relationship can be broken into three groups: Some designers look to the customer to provide direction, others feel it should be collaborative, and the third party would like to have full reign on the creative process. If you are coming to the table with a lot of creative ideas, some resources for inspiration, and your favorite fonts or a style guide you are probably in the first group. If you have an idea of what you’d like but would appreciate insight, direction, and professional opinion from your designer then you are in the second group—the collaborative party. Finally, if you aren’t sure exactly what you need and you are truly looking for a designer to come to the table with ideas, direction, and strong visuals then you are in the third party. There isn’t a right or wrong way to go about this. It’s important to acknowledge that you have a preference and find a designer whose workflow aligns with your own.

5. What exactly is included in my final deliverables?

Look for clarity in your deliverables. If you haven’t made your way through all of the project details you can simply ask, “How will I know what exactly is included in my deliverables?” The designer should have a process for outlining this in the original agreement. By listing out the deliverables it should be extremely clear what is and what is not included. If you don’t see something on the list you should assume that it is not included. You’re looking for someone that has strong communication skills and is willing to be transparent throughout the project, from start to finish. Transparency is key when working with any contractor. If they aren’t able to inform you in a clear and concise way then you should continue your search.

Do you have a logo in mind that embodies all these qualities, or are you looking to create one? I’d love to hear from you. Share your thoughts or reach out for a consultation to bring your vision to life. And if you’re a designer, why not take these principles and apply them to your next project? Let’s create logos that don’t just exist but make a resonant and lasting impression.

Bring your logo to life

Curating Your Brand

3 Ways to Start Curating Your Branding:

When I started telling friends and family that I was pregnant I would often hear “I can’t wait to see what you’ll do with the nursery!” We bought our house a little over a year ago. We knocked out the smallest of the four bedrooms within the first few months to put in a larger bathroom. The three remaining bedrooms are still very small. One of the rooms was set up as a walk-in closet. I knew right away—the minute we found out I was pregnant—that my walk-in closet was a thing of the past. It would now serve as a nursery. At one point I actually contemplated building a crib into the closet. We ended up taking one side of the closet shelving down and keeping the other side up so that we could still use it as storage space.

While I was excited to start designing the nursery I was challenged by having one full side of the room taken by an open shelving unit. I knew that I needed to find a way to cover it that would help create a theme or direction for the design of the room. I decided to use a pattern that I designed to produce fabric for curtains that would cover the open closet. It’s not the dreamiest way to begin a nursery design but it is practical. We don’t always have the luxury of rebuilding everything in order to continue moving our business forward. In fact hiccups or obstacles can force us to start where we are and use what we currently have to build creative solutions.

My guess is there are items in your brand wheelhouse that are already working for your business. While hiding the half closet in our nursery seemed like an awful way to start designing the room, it ended up creating a dream-like space that feels exactly the way I wanted. Is there something that is holding you up on creating promotional pieces or branding that will move your business forward? My recommendation is to start with items that are already successfully working for you and see how those elements can move you past your current obstacle. Even if it’s as simple as the colors you are already using—you should be able to identify areas of your brand that are working well to represent your business.

Ready to get started? Below are a few steps to help you start curating your brand.

Step 1. Make a list of the items that are holding you back. Identify the areas that need work so that you can move on. For instance, perhaps you really love your logo but it doesn’t fit well in the space allocated for profile pictures or logos on social media. Or maybe you really like your web content but the overall design feels messy or incomplete. Make a “Wish List” of items that you would fix if budget was not an issue. For me it was the fact that I had limited space and one entire wall surface would be covered by an open shelving unit. Whatever was going to cover it would need to not only look nice but match seamlessly with the other items in the nursery.

Step 2. Collect the items that are already working for you. These items can be used to create a style guide to pass off to a team member or a designer for direction. No matter who is working on your new brand elements you’ll want to give them some direction. The best way to do this is by passing off the items that currently represent your brand in a way that you are pleased with. Once I decided to use the willow pattern I then collected items I already have that worked well with the pattern. This included a set of antique chairs with a small round table, a white wooden giraffe I purchased in college, and a small dresser that was my mom’s when she was a child.

Step 3. Identify and list what is working. It may be the brand colors, fonts, photographs, illustrations, or marketing copy. You may like parts of your logo the best. Now is the time to identify these pieces by making a list. Review your list and see how you might apply what is working to the items that are holding you back. This eliminates questions, saves time, and ultimately ensures that your unique style and voice is represented. I decided that what I loved the most about my pattern design was the peach and green color scheme and the botanical design. That gave me a starting point. From there I created a Pinterest board that includes the images above. Many of the items I have pinned on my board ended up in my nursery.

I’m confident that if you create your wish list, collect your successful brand materials, and list out the attributes that are currently working you’ll begin to see a positive shift in your marketing efforts. If you’re looking for help with your wish list click here to schedule a brainstorm session.

Do you have a logo in mind that embodies your business or vision, or are you looking to create one? I’d love to hear from you. Share your thoughts or reach out for a consultation to bring your vision to life. And if you’re a designer, why not take these principles and apply them to your next project? Let’s create logos that don’t just exist but make a resonant and lasting impression.

Bring your logo to life

Carefully selecting your brand ingredients

The recipe to help you brand your business:

I was chatting with an award-winning baker recently who shared that she walks to a local farm to pick up her eggs. They are often so fresh they are still warm when she mixes them into her pastry batter. The image of the warm eggs beaten into a batter of organic, carefully selected ingredients, stuck with me. Mostly because I love food but also because I knew there was something very special about how she selected her ingredients and I’m sure it has something to do with the outstanding quality of her baked goods.

I baked a cake for my sister’s birthday this past week. She wanted a very specific, time-consuming, triple-layered Raspberry Lemon Coconut Cake. Many steps, tools and ingredients were required to make this possible. I ran around the kitchen collecting the citrus zester, the sifter, mixer, etc. I realized that my tools weren’t completely up-to-par for making this type of cake but I knew they could get the job completed with a little extra hard work, and admittedly, a second set of hands. What was most important were the ingredients. I couldn’t substitute the lemon zest for lemon juice or the cake flour for all-purpose flour—I had to make sure that the ingredients were correct and of good quality so the final outcome would be desirable.

I look at building a brand in a very similar way. There are tools for all different business levels based on budget. What if you don’t have a top-quality citrus zester? Or in branding terms—maybe it’s your web host. Or your email marketing platform. It definitely makes the job easier, smoother, and takes less time when your hosting provider and email marketing platform are running well … but if you don’t have good content to share on your website or email you might as well not waste your time.

Ensuring that you have all of the necessary ingredients to produce a desirable outcome translates perfectly when you are looking at your brand. I actually think breaking it down into a recipe makes perfect sense. I would list out the tools you need, as well as the content that should be created and the timing for each step of the process. This is typically what I do for each project I work on with a customer. For more information on how I can help you with your brand message me directly here. For a list of basic content that you should collect to better brand your business see below:

Brand Essentials:
1. Your mission and values statements
2. A list of products or services
3. Logo (Full-color, black or one-color version, plus different orientations if necessary)
4. Secondary fonts to accompany your logo
5. Specific colors to be used with and for your brand (outline these by PMS, CMYK, and RGB breakdown for consistency)
6. Textures, illustrations, and/or photographs that serve as secondary brand elements—helping to emulate the style of your business and mission
7. A concise list of content categories that speak to your ideal customer

Do you have a logo in mind that embodies your business or vision, or are you looking to create one? I’d love to hear from you. Share your thoughts or reach out for a consultation to bring your vision to life. And if you’re a designer, why not take these principles and apply them to your next project? Let’s create logos that don’t just exist but make a resonant and lasting impression.

Bring your logo to life