The Missing Pieces

One of the comments we hear most often after a client views their first proof is that we had the wrong logo, wrong colors, wrong font, wrong graphic, etc. Let's rewind a bit. When we start a project, we ask clients to get us all their info and pieces that we need. We'll try asking for a logo, font or color, but typically we are dealing with busy CEOs or marketing managers that don't have time to search for it, so they say "take it from our website." Sometimes this is fine. But other times, they haven't looked at their site in quite some time and it is outdated. Or the graphics files are small - and when we're dealing with HD footage, we want the graphics to have the same quality!

This is not just an issue in our industry. I'm sure printers, sign makers, online advertisers, etc. all face the same issue from time to time.

Every company needs to have a graphics folder easily accessible on their computer. If your company is too small to have an in-house marketing department, you probably don't have staff dedicated to ensuring a consistent marketing message and branded exposure. By keeping a simple file on the desktop of the main computer in your office, you make it easy for every marketing piece you make to have the same message, same look, same feel. Here are the things you should include in that folder:

1. Your Logo - you need various versions. A low res version is easily uploadable online. A high-res version is best for print. An EPS or vector-based version is best for those highly knowledgeable in the graphics industry. A square version is good for social media. One that looks good on black and one that looks good on white also might be necessary at different times. You want to make sure the names of the graphic files make sense so someone can easily go in and find YourLogoLowRes.jpg or YourLogoSquare.jpg.

2. Color samples - there are various types of color files, and you should know exactly what colors you use. It's great to say our colors are orange & black, but we have found that orange doesn't always print the same. You should know your CMYK colors, RGB colors, Web color and Pantone colors. I'm not a graphic designer, so I'm not going to go into more detail here...if you have questions on this, you could do a search or ask your graphic designer.

3. Font - do you have a specific font in your logo? A specific font for your tag line? Other fonts you like to use? Save a Word document with these different fonts for quick reference.

4. If you use any stock images in your advertising, make sure you have these files easily accessible as well. Again, make sure there are high-res versions to use.

5. If you have done video or audio advertising in the past and have a certain piece of music that you like to use, have that readily available. We can always match something that is similar, but cannot always locate a specific piece. HOWEVER, please make sure the music is NOT copyrighted! In the video industry, we CANNOT use copyrighted music without permission under ANY circumstances.