Customer art. It can be a godsend and it can be a nightmare. Sometimes we get a medium or large sized business that has an art department ready with high resolution logos, print ready artwork and actually know what the PMS colors of their logo are. Other times, not so much.
One of the standard questions we ask when people want us to recreate something for them is do they have the file in a digital format. Or do they at least have the logo in a digital format. This saves us time and them money if we don’t have to recreate a logo. The answers we get are all over the board from yes to no to I-have-no-idea. However when they say yes, it begins a journey that doesn’t always end up where they think it will.
For some background information, if we are to import a logo into a new file we are creating for you, it needs to be in certain formats. A PDF, JPEG, PNG, GIF, EPS or TIFF all work with varying degrees of success. The JPEG can be especially painful as most people are familiar with them from their phones and digital cameras. If taken with a high resolution they work great. If pulled from the customer’s website, not so much. Those tend to be only 72 dpi, which is VERY LOW resolution. Looks great on your screen, not so much when printed to paper.
Last week (and probably once or twice a month since I have been doing this) a customer came in and said that sure, they have their logo on the computer. They will email it to me. Next day I get an email from them that contains a Word file with the logo in it. Um, no. Not gonna work. So I respond back that the file needs to be one of the aforementioned formats. What did they do? They deleted the .WRD extension and manually added .EPS. How does this person remember to breathe throughout the day without notes? No, redo it, somebody in the office has to have a copy because you HAD to have it at least once to have the things printed that you already have.
Next day I get an email with several files attached, saying that is all she has. The email contained 2 more Word files, a 10k JPEG and a Publisher file with the 10k JPEG pasted into it. If I had hair left I would pull it out right about now…
End result was that we charged them $200 to recreate the logo and provided them with a CD that contained a copy of the logo in every format we could save it in, as well as emailed the same files to our contact and their marketing person. All because they couldn’t think of where a file could possibly be.