“When will you send the logo in curves?!”
"Our file is not readable." "We have a different software version." "We have scrawl instead of text and name with question marks." “Is this the file you sent yesterday or sent a week ago?”
I damn often come across these phrases.
As a rule, when they are pronounced, this means that now one of the parties will begin to spend their time on what could have been done before, or not at all, by restoring order to the storage of materials.
Gentlemen, designers and managers related to marketing materials, I have a small suggestion to you on the format for storing and transmitting electronic materials.
')
I would like to take it through the example of logos.
1. Store logos and logos of companies in the following formats:
tiff (two files with cmyk and rgb color separation), the desired resolution is at least 1600x1200 with a transparency channel for background clipping.
eps (or ai 9, 12 versions)
jpeg (maximum compression quality, in Photoshop 98 or 100)
pdf
Optionally: dwg format of 2004 (if you need to order a souvenir, then it may come in handy) and cdr version x2 (the format is small, but many companies still use Korela packages)
2. In all vector formats, the text should be broken into curves.
3. Each graphic file should be duplicated by a zip-format archive (I would prefer rar, but on many machines and portable devices there are problems with it).
4. File name in English, with Russian words to use transliteration, the delimiter is a hyphen, it is more convenient when working on a poppy, the words for increasing readability begin with a capital letter, the abbreviations are entirely in capital letters.
examples:
YoungFastDevCompany – Logo – Rus – Color – 1600x1200px – CMYK – 30MB.tif
YoungFastDevCompany – Logo – Rus – Color – 1600x1200px – CMYK – 8MB.tif
YoungFastDevCompany – Logo – Eng – Color – AI12-210x297mm – CMYK – 20kb.tif
YoungFastDevCompany– Logo – Eng – Color –AI12-210x297mm – CMYK– 5kb.zip
General scheme:
4.1 The name of the company goes first in the file name (if there are other logos in the folder it will be better to organize them by company).
4.2 In second place is the type of graphic material, language, color, that is, everything related to the content of the picture itself.
4.3 Then technical information: file format (optional, but in archived form, it is not obvious, like its version), color separation, resolution for the raster or sheet size for a vector with the specified units of measurement.
4.4 At the end of the name there is a postscript with the size of the file on the disk, so that the recipient knows the size of the downloaded and did not accidentally try to look at his 50 megabyte tiff on his communicator. (unfortunately, on many communicators and phones it is difficult to see the end of long names)
According to this template, we name all possible logo (brand name) variants, with different backgrounds, color and b / w options, “light versions” that are easily readable on fax or embossed, Russian-language, English-speaking, etc.
5. It is advisable to add a review jpg and pdf or ai with all the logo variants to the folder with the logo, attach the used fonts to the archives with vector files, if there is, a note on corporate colors.
Written by me to professional designers may seem self-evident, or something completely unnecessary, but you are unlikely to undertake to predict where your product will go in the future, who will work with it and what it will be used for.
If you order a brand book, corporate style or just a logo, ask for electronic materials on the logo or brand in the form described, just add these requirements to the terms of reference or negotiate in another form.
No extra money will be asked for this, and it will be useful for the designer to systematize what he produces. I dare to assure clear technical requirements for the provision of materials of a normal artist are more likely to please.
If something in these requirements puzzles the artist, then most likely it is a call that it is better to order the design from another company.
PS Thanks for the amendments made by comrade artemshitov.
I damn often come across these phrases.
As a rule, when they are pronounced, this means that now one of the parties will begin to spend their time on what could have been done before, or not at all, by restoring order to the storage of materials.
Gentlemen, designers and managers related to marketing materials, I have a small suggestion to you on the format for storing and transmitting electronic materials.
')
I would like to take it through the example of logos.
1. Store logos and logos of companies in the following formats:
tiff (two files with cmyk and rgb color separation), the desired resolution is at least 1600x1200 with a transparency channel for background clipping.
eps (or ai 9, 12 versions)
jpeg (maximum compression quality, in Photoshop 98 or 100)
Optionally: dwg format of 2004 (if you need to order a souvenir, then it may come in handy) and cdr version x2 (the format is small, but many companies still use Korela packages)
2. In all vector formats, the text should be broken into curves.
3. Each graphic file should be duplicated by a zip-format archive (I would prefer rar, but on many machines and portable devices there are problems with it).
4. File name in English, with Russian words to use transliteration, the delimiter is a hyphen, it is more convenient when working on a poppy, the words for increasing readability begin with a capital letter, the abbreviations are entirely in capital letters.
examples:
YoungFastDevCompany – Logo – Rus – Color – 1600x1200px – CMYK – 30MB.tif
YoungFastDevCompany – Logo – Rus – Color – 1600x1200px – CMYK – 8MB.tif
YoungFastDevCompany – Logo – Eng – Color – AI12-210x297mm – CMYK – 20kb.tif
YoungFastDevCompany– Logo – Eng – Color –AI12-210x297mm – CMYK– 5kb.zip
General scheme:
4.1 The name of the company goes first in the file name (if there are other logos in the folder it will be better to organize them by company).
4.2 In second place is the type of graphic material, language, color, that is, everything related to the content of the picture itself.
4.3 Then technical information: file format (optional, but in archived form, it is not obvious, like its version), color separation, resolution for the raster or sheet size for a vector with the specified units of measurement.
4.4 At the end of the name there is a postscript with the size of the file on the disk, so that the recipient knows the size of the downloaded and did not accidentally try to look at his 50 megabyte tiff on his communicator. (unfortunately, on many communicators and phones it is difficult to see the end of long names)
According to this template, we name all possible logo (brand name) variants, with different backgrounds, color and b / w options, “light versions” that are easily readable on fax or embossed, Russian-language, English-speaking, etc.
5. It is advisable to add a review jpg and pdf or ai with all the logo variants to the folder with the logo, attach the used fonts to the archives with vector files, if there is, a note on corporate colors.
Written by me to professional designers may seem self-evident, or something completely unnecessary, but you are unlikely to undertake to predict where your product will go in the future, who will work with it and what it will be used for.
If you order a brand book, corporate style or just a logo, ask for electronic materials on the logo or brand in the form described, just add these requirements to the terms of reference or negotiate in another form.
No extra money will be asked for this, and it will be useful for the designer to systematize what he produces. I dare to assure clear technical requirements for the provision of materials of a normal artist are more likely to please.
If something in these requirements puzzles the artist, then most likely it is a call that it is better to order the design from another company.
PS Thanks for the amendments made by comrade artemshitov.
Source: https://habr.com/ru/post/63125/
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