By this stage in the logo process, Midwestern Interactive has put in a lot of hours and made a lot of decisions. We’ve spent numerous hours researching the client, product/service, and industry. We have several logos, adaptable for multi-media including 3D, web, and print in multiple sizes. The logo is distinct, original, memorable and just plain good. We’ve worked hard, and it shows.

Now comes the exciting part! It’s kind of like the end of a home makeover show. We reveal the final product to the client.

But we don’t just send the client a JPEG and call it a day. Our logo package includes multiple formats and a walkthrough of how to use their logos.

Why Multiple Formats?

Some designers create a logo (whether it’s good or bad) and deliver the logo in a JPEG format to use for everything. The problem is that not every logo works for every medium.

I’ve already talked about how the design of a logo has to change for different mediums. To accommodate design issues, Midwestern Interactive provides black and white and full color options for each of the logos in the client’s design package.

But even beyond design, not every electronic format works with every medium. Midwestern Interactive provides vector formats for print purposes (.ai and .pdf) and pixelated formats (.jpg and .png) for web and television to accommodate the specific needs of the client. We already did the research, so we know what they need.

But why so many? Imagine trying to fit a custom peg into a square hole. Or square pegs to fill a custom hole. It just doesn’t fit right, right?

The unlimited resolution of vector formats maintain design quality whether it’s really large or really small and on whatever print medium the client needs. So it’s ideal for print. PDFs are convenient for general usage, and AI files for modifying the image.

Pixel-based images are translated from the original AI image into tiny squares so it will fit the pixels on a screen. JPG files are universal for web design, but PNG files have a transparent background. So you need both to meet all needs.

Style Guidance

Once we have the logo formats prepared, we walk our clients through using the logo in various situations. We also develop a brief style guide with examples for reference (logo with a light/dark background, on a photo, color usage, fonts, etc.).

In addition to marketing and communications departments, style guides are beneficial for other employees and outside media outlets for an accurate depiction of the company identity.

Identity Integration

We provide standalone logo design, but many of our clients prefer us to be responsible for the entire identity. Working with one team ensures consistency, intraweb branding, print design, marketing materials, etc. And the more we are involved, the better our strategies for logo design align with the overall goals of the company.


We try to prepare for everything, but life isn’t always predictable. For instance, recently we redesigned the MDWSTRN Built logo with a paisley face for a fundraiser.

That’s All, Folks!

Designing a logo isn’t as simple as getting a brilliant idea out of nowhere and sketching it onto a cocktail napkin. The Midwestern Interactive design process can reach over 50 hours with a team of experts. And that’s with our decades of training, practice, best practices, and so on.

I hope this blog series helps guide your process. If you’re going to do it right, if you’re going to design a logo the Midwestern Interactive way, plan for a lot of work and time.

Or you can Contact Us and let us do the work, of course.

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