Your logo is your most important — or maybe your only — piece of branding.
These days, many businesses understand the power of video when it comes to digital marketing.
Whether you’re creating a step-by-step tutorial for your blog, demonstrating the features and benefits of a new product on social media, or showing off your new facility, video is a powerful avenue for getting the word out.
But, besides the mere fact that the video is on your channel or social media profile, how do your viewers know that it is, in fact, your video and not a competitor’s? Through your branding!
Unfortunately, branding can be limited when it comes to video marketing. Most companies simply don’t have font kits, style guides, or a brand voice. Often, the only form of branding a company has for its videos is its logo, which means that it’s important to get it right.
Tips for Making the Most of Your Logo in Video Marketing
#1. Archive or remove any outdated logos.
Chances are, you didn’t get your logo right the first time. Alternatively, your logo may have changed over the years to reflect other changes within your organization. Either way, it means that you likely have a number of outdated versions saved, and that can make things confusing when it comes time to actually using the logo.
When there are 10 different versions of your logo to choose from, particularly when they’re named things like “new logo” or “newest logo,” it’s easy to see how you could accidentally end up using the wrong logo.
Because your logo is your most important — or possibly online — bit of branding on your videos, it’s essential that you use the right one. And, the best way to ensure that you get it right is by removing any outdated versions you may still have on-hand.
Are you afraid that you may need an old logo one of these days for some reason? Or, do you want to be able to look back and see where you’ve come from? Instead of removing your old versions of your logo, move them into an archive folder.
#2. Label your most frequently used logos accordingly.
Wouldn’t it be nice if you could use the same version of your logo everywhere? Unfortunately, that’s not reality, and you’ll need different sizes of your logo for different spaces. And, when you take the time to label your most frequently used logos appropriately, it will make your life so much easier when it comes time to actually use them:
Here are a few examples of the different logo sizes you may have:
- Original – This is the most important logo file you’ll have, and as it’s the standard version of your logo that will be used for any video project. This version will typically be an AI or PSD file, and it can be exported in many different sizes and shapes.
- Square – This is the version of your logo that will typically be used for profiles on social media, including YouTube, Facebook, and LinkedIn, and will also be ideal when vertical formats are used, like in Instagram stories. The logo should be at least 600 pixels tall and wide with a 1 x 1 ratio, and we recommend using a PNG file type.
- Rectangle – This version will be used for any wide-format content, and while the ratio of rectangle logos will vary, they’re always wider than they are tall. These videos should be at least 600 pixels and are often used in hero images, print, and video. We recommend using a PNG file type.
- Thumbnail – Like a square logo, a thumbnail logo will typically be 1 x 1; however, a thumbnail logo will be much, much smaller — only about 150 pixels. They are commonly used for obscure areas, like Favicons, and we recommend using a PNG or JPG file type for thumbnail logos.
#3. Use the right file type.
In a perfect world, you could create a logo in one image file that could be used for everything. But, unfortunately, that’s not the world we live in.
The reality of the situation is that different file formats have different functionality, and if you end up using the wrong one, you will end up degrading the quality of the image when you try to resize it for your needs.
After spending the time and money to get your logo exactly right, you want it to look as crisp and clear as possible, which means that you need to know which file type to use. Here are a few of the most common:
- PSD – This file type is a photoshop document, and it will usually include all of the layers of the logo. With this file type, modifications can be made to change the arrangement and colors of the logo.
- JPG – This is the most common file type. A logo that’s saved as a JPG will not be transparent, and you will not be able to change or resize it. It’s meant to be used as-is but can also be cropped.
- PNG – This is another incredibly common file format for logos, and it can be used for most applications. Typically, PNG logos will have a transparent background.
Branding is an important part of building trust and recognition in your brand, but when it comes to video marketing, that branding is often limited to a logo. That’s why it’s important to get it right and learn to make the most of it.