Refine and finalise corporate branding logos

OUTLINE
An existing figurative mark and word structure is already in draft design and trade mark application for two logos, each having the figurative mark in common. The task now is to professionally finalise for use on a physical product and a Software as a Service (SaaS) and their application across several media.

The existing draft designs will be provided in a PowerPoint file, that reflects what has previously been used on stationery. I believe the figurative mark lends itself easily to this work.

Briefly the task will be to work with me on how best to complete the colours, lettering and surrounding graphics, reversing of colours for the existing black figurative mark depending on selected background, and the use of a small figurative mark for website favicon/browser tab icons and miniature use. Your expertise will shape the right colours and brand impression in a modern style.

PRODUCTION AND DELIVERY BRIEF
What is produced will be used across a wide range of media and your work will be governed by IP and NDA agreements. It will include the use for:
• Documents and stationery
• Digital icon, Small-format brand mark
o Website favicon/browser tab icon
o Mobile and tablet home-screen icon
o Web application icon
o Social media/profile image
o Small labels and packaging
o Watermarks
o Embossing/debossing
o Other situations where full logos cannot be reproduced legibly
• Large display and exhibition screens
• Printed promotional material
• Product and packaging labels
• Small-format labels and other physical applications
• Website and digital interfaces

Please deliver materials for three items; 1. the figurative element, 2. the figurative element with text for the SaaS brand and 3. the figurative element with text for a physical product.

The common deliverables across each of them are as follows:

(i) General requirements
The logos must be designed and supplied so that the same underlying identity can be reproduced consistently across all formats:
screen > website > document > large-format display > printed material > label

without stretching, pixelation, colour ambiguity or dependence on a particular screen resolution.

Do not embed the requirement for one universal CMYK conversion into the logo itself. Supply the colour values and a suitable CMYK version, with the final print conversion/profile to be confirmed with the printer as necessary.

(ii) SVG — vector artwork
Please supply an editable source file in the native vector format used to create the artwork (e.g. Adobe Illustrator .ai, Affinity Designer, or equivalent).

The figurative element must be capable of being reproduced cleanly at both very small and very large sizes without loss of quality.

Where appropriate, provide transparent PNG derivatives for applications that do not support SVG.

(iii) Typography
Please ensure that the final master artwork has the lettering converted to vector outlines/curves, so that the logo does not depend on fonts being installed on another computer.
Please also identify the typeface(s) used separately for brand-reference purposes.

(iv) Colour specification
Please document the exact brand colours used in coloured and black & white versions.
For each principal colour, please provide:
• CMYK values
• RGB values
• HEX value
• Pantone reference, if a meaningful Pantone equivalent exists
The supplied colour specifications will be treated as the authoritative brand colours.

(v) Clear space
Please define a minimum clear space around the element so that other text, graphics or page elements do not encroach upon it. If the geometry of the mark lends itself to it, define as maintaining clear space equivalent to the width/height of a defined element within the mark.

(vi) Minimum reproduction size
Please establish a recommended minimum physical reproduction size for both digital and physical applications.

(vii) Files to be provided
Establish a consistent file name convention across all three that describes the figure, or SaaS logo, or product logo, configuration, colourway and colour space and format as appropriate.

Please supply:
• Vector SVG — RGB/sRGB
• Vector SVG — where appropriate for general digital use
• Editable native vector source file
• CMYK print-ready vector artwork
• RGB/sRGB digital artwork
• Black/one-colour version
• White/reversed version (figurative mark only)
• Horizontal and stacked versions (SaaS and Product logo)
• Raster PNG versions with transparent background for general digital use
• PDF proof/reference files

The vector master should remain the definitive source from which other sizes and formats can be produced.

(viii) Brand Document
In addition to the required files, a succinct brand document (no more than 10 pages) that records the approved logo versions, colours, typography, clear space, minimum sizes, favicon/brand-mark use and examples of incorrect use, is to be produced. It should include the approved use of the black and reversed marks over light, dark, coloured and photographic backgrounds, and incorrect use to include:
• stretching or distorting;
• changing approved colours;
• adding effects such as shadows/outlines;
• altering the relationship between symbol and text;
• crowding the mark;
• placing it on an unsuitable background;
• using the wrong version at small size.


1. THE FIGURATIVE ELEMENT SPECIFICS

Consists of seven (7) interconnected circles which is a 2D representation of what is originally 7 interconnected spheres.

SVG — vector artwork
The mark should remain recognisable at approximately 16–32 pixels in Digital icon, Small-format brand mark listed above. Agree on limits of simplification to fit this size with me first. Provide an appropriate digital icon asset set for favicon/browser use and other small-format digital applications, including the required transparent SVG and/or PNG versions and appropriate square raster sizes.

Colour versions
A. Black – primary or standard version
B. White/reversed version
For use on dark, coloured, photographic or otherwise visually complex backgrounds. As a designer you will certify it has been tested over both plain colours and busy backgrounds, including starry sky/space photography, landscapes and groups of people – some these characteristics will appear in the Brand Document.

The mark should reproduce as solid white and be suitable for placement directly over:
• digital/web/app backgrounds;
• exhibition and presentation screens;
• plain dark or coloured backgrounds;
• photographic imagery, including images with varying tones;
• where the standard black mark does not provide sufficient contrast.

The white/reversed mark should be supplied as a transparent vector asset, with no background or enclosing box, so that the underlying colour or image remains visible around and through the mark.
The artwork should be designed so that the white mark remains clearly recognisable against a range of backgrounds.

2. SaaS LOGO SPECIFICS

Figurative mark as designed in 1. above, plus 8-letter word in Latin characters.

• Establish an approved figure size relative to the text.
• Determine
o An approved location for figurative mark before or after text.
o Approved black and white and colour versions.
o Approved horizontal and stacked versions.
o An approved appropriate surround for the logo, with or without border; a lozenge, or rectangle or other shape.

3. PRODUCT LOGO SPECIFICS

Figurative mark as designed in 1. above, plus 2 words in Latin characters.

• Establish an approved figure size relative to the text.
• Determine
o Approved black and white and colour versions.
o Approved horizontal and stacked versions.
o An approved appropriate surround for the logo, with or without border; a lozenge, or rectangle or other.

Extensive discussion to be had prior to execution so a complete understanding is established. Early in the process I would like to see a check list /matrix of deliverables included selected file formats that can be reviewed as we progress and so approval and sign-offs are managed effectively in keeping with your standard practice.

I look forward to working with you.
DR