So you know what irks me? It's when I get a logo to use in advertising (which I do a lot for a local publication) and that logo is only provided in a jpeg file, at low resolution and only in one orientation. By this I mean a square logo or round logo when I need to do a long, narrow, wide banner ad for example. The logo gets all squished up on one side or looks awkward in the middle, it has a permanent white box around it and there's just no flexiblity.
So here's some tips on what to think about when embarking on a new logo. Ideally you need to think about what you might need from your logo in the future - do you want it for advertising, banners, billboards, social media, watermarking or promo gear like hats and t-shirts? You want to find a designer you can have a relationship with, who understands these needs and then is willing to pass on all the different file types as well as the original eps or ai files. You need to find a designer who is happy to explain file types and their uses and who understands that one set logo doesn't always fit all spaces (think that perfectly square facebook profile pic and you'll understand). Which gets me back to that word FLEXIBILITY. A round logo on a tall narrow advert will be lost at the top. Enter the stacked logo. A long horizontal logo will not fit either but it will be perfect for that banner ad you need to do for web advertising. The key is to have your logo in different orientations, ready to go when you need them.
So for my clients I come up with a logo (actually, several logos). Client chooses one. I then play around with it a little more and provide it in a few different orientations - same logo, different ways. Vertical, horizontal, round if they want it. The brand isn't compromised. My clients get a number of file types (jpegs, PNG files) as well as the original files too (even though most people don't own software to open an eps file, I recommend they file that baby away safely - you never know when you might be asked for it).
So if you are considering a logo design for a business that you are passionate about growing ask the right questions about logo flexibility and file types. See my rough examples below of how certain logos just don't marry within different shaped ads which illustrates my point. And find someone you like, trust and who is interested in your brand. It helps to have the designer be like a team member rather than someone in a different time zone who answers to a number of monikers.
Oh and those 'Logos for a Fiver' (ie. $5) - you'll most likely get a png thumbnail and no, I can't make it better...
