Tip 1: Make logos easy to use
A logo is the most prominent aspect of any real estate branding strategy. It’s ironic, then, that digital logo files are usually a complete mess. Because everyone uses them, they get scattered everywhere, oddly named and badly distorted. Before long it’s impossible to find a good, clean copy when you need a business card printed or a website updated.
Solving this problem is easy and takes 15 minutes. Start with a master version of your logo. If your logo was created by a graphic designer they should be happy to send it to you. This file should be an Adobe Photoshop file (.psd), Tiff file (.tif), EPS file (.eps), or Adobe Illustrator file (.ai).
It should also be large — you can always make smaller versions of it, but enlarging a file is usually bad news. If it is a Photoshop or Tiff file, make sure it is at least 2,000 pixels wide. (Check this by selecting the file and viewing its properties: Right-click >> Properties on a PC or Command-I on a Mac.) If it is an EPS or Illustrator file, don’t worry about the size — it can be reduced or enlarged indefinitely.
Save this master file someplace and don’t let anyone touch it. Any time you need a new version of the logo it should be created from this file, so you don’t want anyone monkeying with this master version.
Next, create versions of the logo your agents can use. Creating different sizes and file types will help them get exactly what they need, and ensure they use a version that looks good. Here are some versions they will find useful:
- Large TIF. Size: Same as your master file. Use: Signs or other large printed materials.
- Small TIF. Size: Approximately 1,000 pixels wide. Use: Business cards, flyers, or other small printed materials.
- Medium JPG. Size: Approximately 1,000 pixels wide. Use: Banners or ads on the web.
- Medium PNG. Size: Approximately 1,000 pixels wide. Use: Banners or ads on the web.
- Small JPG. Size: Approximately 300 pixels wide. Use: Small badges or icons on the web.
- Small PNG. Size: Approximately 300 pixels wide. Use: Small badges or icons on the web.
Remember: The best strategy is to start with a large version of the file (like your master version) and make smaller copies. Trying to make larger versions out of smaller versions will make the image look horrible. You may be asking why you need both JPG and PNG versions of the file. That’s because PNG’s can have transparent areas, which you’ll need if you’re placing the logo on a colored background. A JPG will convert all “transparent” areas to white.
Depending on the type of your master file, you may have to try different software programs (like Paint on PCs or iPhoto on Mac) to find one that will open your file and let you save different versions. You can also find websites that will re-size images for you. Once you have your different versions, follow these two rules:
- Give each version a consistent, sensible name so agents can immediately identify which is which. Something like “logo_medium.jpg” should be adequate.
- Store the versions where everyone can access them. That can be a shared drive or an online storage option like Google Drive. Just be sure users have “read-only” permissions that allow them to download images, but not alter them.