How to Get Usable Logo Files From Customers
ยท 2 min read
Short answer: for a quote, almost any clear image is fine. For production, ask for a vector file, such as SVG, AI, EPS or a PDF made by a design program. If the customer has only a small image, plan to redraw it, and charge for that.
The logo file is where many sign jobs stall. Customers do not know the difference between file types, and "send me your logo" usually gets a screenshot.
The file types, in plain words
- JPG: a photo-style image. Fine for seeing what the logo looks like. Blurs when enlarged, and has a solid background.
- PNG: like a JPG, but can have a see-through background. Better for mockups. Still blurs when enlarged.
- SVG: a vector file. Made of shapes, not pixels, so it stays sharp at any size. The best of the three for signs.
- AI, EPS and vector PDF: vector files from design programs. Also good for production.
The trouble is that a JPG renamed to .pdf, or pasted into a PDF, is still a JPG.
What is good enough for what
| Job | Good enough |
|---|---|
| Quote and mockup | A clear PNG or JPG, ideally on a plain background |
| Printed faces, like a lightbox | A large, high resolution image, or vector |
| Cut letters and shapes | Vector |
| Neon | Vector, or you redraw it as a single line |
How to ask for it
Customers do not know what "vector" means. Try:
"Could you send the original logo file from whoever designed it? It usually ends in .svg, .ai, .eps or .pdf. If you don't have one, the largest picture you have is fine for now."
And:
- Ask who made the logo. The designer or printer usually has the original.
- Check their old printing. Whoever printed their business cards or menus often has the file.
- Do not wait for it to quote. Quote from the image, and sort the file out before production.
When there is no good file
Redrawing a logo as vector takes time. Make it a line on the quote, with a price, so it never comes as a surprise.
Take any file at the design stage
In Sign Designer customers upload their logo as a PNG, JPG or SVG, place it on the sign and set the size in real inches. You get the design file with the order, and you prepare the real production files yourself, as you do today. See how an order moves.