The Dos and Don'ts of Logo File Delivery

File delivery is the final design decision

How a logo is delivered — what file formats, what color variants, how the files are organized and named — determines how the logo will actually be used in the world. A beautifully designed mark delivered in the wrong formats, without documentation, without organized naming, will be misused, distorted, and degraded.

The delivery package is the final design decision of a logo project, and it deserves the same care as every other decision.

The format set

Every logo delivery package includes a minimum set of formats. Vector formats for professional use: AI (native Adobe Illustrator file, editable), EPS (universal vector format, works in most professional applications), SVG (web-optimized vector, scalable at any size). Raster formats for common use: PNG with transparent background at 1000px, 2000px, and 4000px wide; JPEG at the same sizes for contexts that don't support transparency.

For each format, I deliver every color variant: full color (or full color on white for marks with white elements), reversed (white version for dark backgrounds), single-color black, and single-color white.

That's 16 files minimum for a simple mark with one full-color variant. More complex mark systems with horizontal and stacked lockups can easily reach 40-50 files.

File naming conventions

File naming should be self-describing. No file should be named "logo_final_v3_USE_THIS_ONE.ai." Every file name should clearly communicate what's in it: the brand name, the mark variant, the color variant, the file format.

My naming convention: [BrandName]_[Variant]_[Color].[ext]

Examples: Meridian_Primary_FullColor.svg, Meridian_Stacked_White.png, Meridian_Mark_Black.eps.

Organized this way, the person looking for the white version of the stacked lockup can find it without opening files.

The folder structure

I organize delivery packages in a clear folder hierarchy: a top-level folder named for the brand and project, containing subfolders by format type (Vector, PNG, JPEG) or by use case (Print, Digital, Social). There's no single right structure, but there should be a logical structure that a non-designer can navigate.

The brand guidelines companion

File delivery without brand guidelines is a package without context. The files tell you how to use the logo technically; the guidelines tell you how to use it correctly. Even a simple one-page guidelines document — covering clear space rules, minimum sizes, approved color combinations, and forbidden uses — significantly improves how the mark is applied.

I include a quick-reference guidelines PDF in every delivery package, even for the smallest projects. It takes an hour to produce and prevents years of misuse.

Communicating the handoff

The handoff conversation — either in person, on a call, or in a clear written handoff document — is how I transfer responsibility for the brand to the client's team. I walk through what's in the package, what each format is for, and who to contact if someone needs a format I haven't included.

This conversation is not a formality. It's the last act of the project and the first act of the brand's life.