Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives. Kristen Luke

Without a doubt, the most important image is your logo. It is your company’s most identifiable mark, and it is found on every marketing piece from your website to your letterhead.

Surprisingly, many advisors don’t have the appropriate logo files they need.  Many only have low-resolution versions and rely on their graphic designer when a high-resolution version of the logo is needed.

This is a sure path to problems in the future.

Your company’s brand is too important to not have total control of your logo. Your designer may have created your logo, but you should have full control over these files. This means having appropriate versions for different applications and owning the rights to your logo.

Get scalable versions

Your logo can end up on small items like pens and business cards, and it can enlarged into larger-than-life proportions. If you need your logo for a tradeshow exhibit, on a billboard, or just a poster or banner, you need a version that scales up well.

The best solution is to get a “vector image” of your logo from your designer.  Vector images can scale up or down without any loss of quality. Using one vector graphic file, you can make a one-inch square image for a business card, or a 30–by-30 foot image for a billboard.  Usually a vector-image file will end with an .ai or .eps extension.  Don’t be surprised if you can’t open these files, since it requires special software such as Adobe Photoshop or Adobe Illustrator to open.  You might not need it immediately, but having a vector file of your logo will save you from headaches in the future.

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