Ryan decides to clear the air once and for all about your logo image. Often, clients express confusion over all the jargon designers, marketers, and advertisers use like brands, logos, and raster versus vector images. To them the only familiarity they hear is to the old comedy favorite Airplane, “Roger, Roger. Whats our vector, Victor?”
Ryan breaks it down for you in this week’s Quick Talk.
First of all, your logo is NOT your brand. Let’s say that one together as a group: Your logo is NOT your brand.
Your brand is a lot of things, and your logo is just one item on that list. But your brand is much bigger than that. Your brand is, at it’s most basic, what people think and feel about you. And that includes your employees as well as your customers. The colors you use, the images, the fonts, the voice you choose to engage people – these are the tools you use to craft your brand. But your brand lives and breathes in the perceptions of your audience.
When people see your logo, what do they feel? That’s your brand.
When designers, marketers, or advertisers ask you about your brand, they don’t just mean your logo. They want to know the colors you use and why you chose them, the image choices you make, what you want your audience to think and feel about you, and, yes, they want to see your logo too.
Raster vs. Vector
These words might mean nothing to you right now, but when it comes to design – it means everything. When you give us your logo, it makes a huge difference whether that logo is a raster or a vector image.
For example, let’s say you want us to help you create a giant banner that you’re going to hang over a booth at a tradeshow. Like this one we created for our partner Sigalarm. We ask for your logo, and you say, “Sure!” then right click the logo on your website, cntrl/P it into an email, and send.
That image isn’t going to work, because it’s a raster image. Meaning that every point in that image is made of dots – which might be great for detailed imagery at a certain size, but it’s terrible for detail at scale.
Vector images, on the other hand, are made of math. Between each point on the image is a computer generated solid line that zooms without distortion. You won’t get the same minute control over detail and color, but for logos you don’t need it. You need the scalability. Here’s a great article that talks a bit more about it for you.