You should know up front that I am The Logo Handler and not a logo designer. I have designed a few logos in past times, but it is not my forte. Customers entrust their logo to me for printing and marketing functions. While I can’t design you a glorious logo, I can let you know immediately if the logo will cause you troubles on the way. I’ve spent the major section of my career dealing with corporate logos. Some logos are excellent and others are a problem. They might be pleasing to the eye, but they pose an array of printing issues.
One critical mistake individuals make at the beginning is to offer their designer little to no direction. They look for a designer, give them the company name and tell them to create a logo. Typically no further direction is given. Probably some preferred colors or a suggestion or two on a symbol that could be used, but that’s it. The business enterprise owner assumes that the creator understands the needs and parameters of logo design. From my experience, about 50% of the logos I encounter are devoted to aesthetics only. While an eye pleasing logo is important there are numerous other things to consider that will play an important roll later on.
SELECTING A DESIGNER
While it might be tempting to use a friend or family member who dabbles in graphical design (and are usually really cheap as well as free) the logo usually ends up costing you down the road. You are more likely to encounter problems with design egos and have to deal with time delays. They may also not need the technical expertise (bitmaps vs. vector, bleeds etc.). This is less of an issue for logo design but could cause major issues on other tasks. However, don’t discredit these folks. I’ve seen some great work come from aspiring designers and those who design as a hobby.
Regardless of where you find your logo designer, be sure you review their portfolio and then confirm these two criteria:
1. Find a designer that will supply you with a vector logo. Should they can’t, get another designer. If they don’t know just what a vector graphic is, do NOT hire them!
2. Make sure they will give you the following files:
– The original (vector) file from this program the emblem was designed in.
– A (vector).pdf of the logo design.
– A (vector).eps of the logo design.
– Three high res.jpg’s of the company logo, one 2″ wide, one 12″ wide and one 24″ wide.
psd website design While your computer probably doesn’t have a program that can open the first three files, make sure you keep these things on a disc in your workplace and stored away on your computer. Future printers and designers will require these files. See Images 101 for more information on vector vs bitmap.
LOGO DESIGN GUIDELINES
And a logo that looks good and is practical for your business, make sure your designer follows these rules. You as well should run their styles through these considerations (color, decoration):
Colors play an important role in a logo. Preferably you should keep colors to the very least, avoid shading and keep shades separated. When printing color digital graphics you almost certainly won’t come across any issues. Digital printers print graphics just like your color inkjet or laser printer. In general, digital printing is expensive and is not always designed for non-paper items.
Keeping colors to the very least can save money. Printing applications for apparel, signage and promotional products will cost more for every color. Promotional products typically have a set-up demand and a run fee per color. Screen printing will also cost more for every color. Design a logo with a couple of colors or have a version that can be used as a single color.
Tight color registration can cause issues. If your colours are touching that’s considered tight registration. Text which has an outline around this can be a good example. Promotional items which will be silk screened or pad printed can’t always accomplish that. Tight registration can also turn into a problem when you are photocopying something in black and white. Two completely different colors can look like the same color and become a big dark-colored blob when photocopied. Avoid limited registration or have a variant of the logo it doesn’t have tight registration for these circumstances.
Color fading/shading can’t always be printed. Most non-digital printing programs print solid colors. When you have a solid color that fades or tones into a darker color or another coloring you will need a modified version of one’s logo.