Switching agencies without losing your brand files

Why files often stay with the agency

In most organisations, the agency manages the files. That’s convenient while the relationship lasts. You ask for a logo and you get it. But you don’t know exactly what there is, or where it’s kept.

When you switch, that suddenly comes to light. The old agency is no longer your top priority, and you’re no longer theirs. The better you know in advance what you need, the smoother it goes.

What to take with you

Make a list before you talk to your old agency. These are the items you almost always need:

• Logo files. All variants, as vector files (such as SVG, EPS or PDF) and as PNG.
• Source files. The working files for the logo, templates and standard materials, such as Illustrator or InDesign files.
• Typefaces. The files and, more importantly, information about the licence and whose name it’s in.
• Colours. All codes for screen and print, such as HEX, RGB, CMYK and Pantone.
• Guidelines. The brand manual or style guide, ideally also as an editable file.
• Images. Photos and illustrations made for you, with information about usage rights.

Check what your contract says

Look in your contract or quote at what was agreed about rights and source files. Sometimes it says you may use the logo but the working files stay with the agency. Sometimes they’re simply included. If it isn’t covered, ask politely.

Pay attention to images and typefaces too. A photo licence or font licence may be in the agency’s name. In that case you may not be allowed to simply pass the files on to the new agency. If you’re unsure about the legal side, get advice.

Make the handover a normal conversation

Switching doesn’t have to mean falling out. Thank the old agency for working together and send your list. Ask for the files via a download link, on a date that suits you both. Also ask whether they know anything that isn’t in the files, such as a special print setting or an arrangement with the printer.

Then check straight away that everything opens and is complete. Open the source files, see whether the typefaces work and whether all logo variants are there. Now it’s still easy to ask about something. In six months it’s harder.

Then give the new agency a calm start. Let them go through the files and the manual first, and ask what they’re missing. That way you hear early if anything is still missing, and you can still contact the old agency about it.

Keep your brand with you from now on

The most important lesson of a switch: keep your brand files yourself, in a place that belongs to your organisation. Give the new agency access to that place, rather than letting them keep their own copy. Agree that new or updated files go back there.

Then the next switch is no longer a treasure hunt. And the new agency starts right away with the correct, current files.

Would you like help with that? With MarkBase you send in what you have, such as a PDF, a folder or a cloud drive. It’s transferred into the portal for you. You then give agencies access only to the brands they work on.