What to Expect Series: Logo Template

What to Expect Series: Logo Template - Vale Design

What to Expect Series is a series designed to remove confusion and anxiety for potential clients about starting a Brand Identity project with Vale Design. These posts will describe what your project will look like from initial client inquiry email to final file release. No more guesswork needed!


In our series we have discussed Onboarding your Brand Identity project, Client Questionnaire, Creating a Moodboard and the Design Phase. Now I would like for you to see the exact PDF page format you will receive for your Vale Design Logo Presentation.

Let's walk through the 8.5 inch x 11 inch Vale Design logo presentation template section by section.

Vale Design Logo Presentation Template

What to Expect Series: Logo Template - Vale Design

1. 2C = 2 color logo design

Examples: Black + Red. Gold + Gray. Navy + Blush Pink. Black + gradation of a color.

The first section you will see on your Vale Design Logo Presentation template is "2C" or "2 color." Typically logos will only use 2 to 3 colors. I try to keep my clients down to 2 colors. These colors will define the "primary brand colors." You only want to use 2 colors so that your consumers begin to recognize your brand through color recognition. Your 2 color logo is your main logo and should be used as a first choice whenever possible.

I also recommend only 2 colors for my clients due to potential print costs. Print jobs today will either be printed digitally (on a high quality laser printer like what a nice office would have) or on a traditional press (Pantone spot colors and then CMYK or 4 color printing at the end). Traditional presses can be very expensive. Most print jobs today are printed on digital printers. This keeps the cost down and they print 4 color CMYK. But again, I recommend 2 color for establishing brand color recognition.

Places where 2 color logo would be used:

• print collateral - business cards, packaging, labels, brochures, menus, mailers, flyers, etc.
• web design
• uniforms - hats, shirts, etc.
• signage - interior & exterior
• social media profile images


2. 1C = 1 color logo design

Examples: Black + a tint percentage of Black. Black. Navy. Red. Gradation of a color.

The second section will be "1C" or "1 color." This section will show you what your logo will look like in one color or one color plus a tint, or percentage of that color.

Places where 1 color logo would be used:

• ads - magazine or newspaper ad
• promotional pieces - pens, letter openers, can openers, etc.
• web design
• uniforms - hats, shirts, etc.
• signage - interior & exterior
• social media profile images


3. 1 inch - both 2C & 1C logo designs

The final section will show you the logo reduced down to 1 inch in both 2 color and 1 color versions. It is IMPERATIVE for me to show my clients what their potential logo would look like reduced down to 1 inch.

When you reduce a logo down to 1 inch, there may be design adjustments. The font will be the most important change when you reduce your logo down in size. Printers can only print a letterform so small. Typically, printers do not like to print below 5 pt type for legibility issues. Therefore, I never allow my clients to have a font that prints below 5 pt type. The layout may change according to the font size change.

Places where a 1 inch logo would be used:

• ads - magazine or newspaper ad
• promotional pieces - pens, letter openers, can openers, etc.
• uniforms - hats, shirts, etc.
• social media profile images


4. logo concept number & date

At the bottom of each logo template will be a copy block listing the logo concept presentation number for revision reference, Vale Design, your Business Name and the date. I use this for simple organization and for keeping all presentations in the correct order. Your design package may have multiple presentations.


There you have it! I want to show my clients how each logo will work in 2C, 1C and 1 inch so they are not surprised or upset when a logo layout needs to be adjusted for a different brand elements. All the approved logo layouts are included in the final Brand Style Guide PDF at the final file release.

If you would like to work together or have any additional questions about working with Vale Design, simply contact me!