Understanding Your Design Files: What They Are and How to Use Them
Receiving a bundle of design files can be daunting, but understanding each one is key to maintaining a strong brand. This guide will clarify what these files are and how to make the most of them.
Brand Guide
As your designer, I know how each element of your brand should be used—when to choose a .png over a jpg, what to avoid, and so on. But how are you, as the client, supposed to know all that? That’s where the brand guide comes in. It’s your go-to manual for everything related to your brand. It includes exact color codes, typography recommendations, logo spacing guidelines, and more.
When we finish a branding project, you’ll receive a lot of files, sometimes 50 or more, in different formats. The brand guide will help you understand when and how to use each one, so you can feel confident and consistent in using your brand.
Primary Logo
This is your main logo—the one you’ll use most often in your branding and marketing materials.
Variations/Secondary Logo
This is a simplified version of your primary logo. For example, if the primary logo includes a tagline, the secondary version might not. If the primary is horizontal, there’s usually a vertical version as well. A strong brand is adaptable, so you should also receive a one-color version of your logo.
Brand Sub Marks
Sub marks are one of my favorite parts of the branding process. These smaller elements are designed to work with your primary logo or stand on their own. They can highlight key details about your business, like your address, tagline, or initials.
Sub marks are a fun way to showcase your brand without always relying on your primary logo. They’re also perfect for places where your main logo might not fit, like website favicons or tiny social media profile images.
I hope this was helpful for you. I know that branding can seem daunting but a brand polish or a rebrand might be the perfect solution if you are done trying to DIY.