Behind a successful business venture is always a good looking logo. However, a good logo design should not just be aesthetically pleasing to the eye. Practical factors should also be taken into consideration when designing such a logo. One of the main issues that occur when dealing with logo design, is whether it is printable. Your company logo does not just represent your business; it will be printed on various media such as promotional flyers and posters or on stationery sets. Therefore if you intend to work with a logo designer, it is very important that you find the right logo designer.
A professional logo designer will have technical knowledge (bitmaps vs. vector, bleeds etc.), be time specific and you will have less issues with design egos. These are important factors that will contribute to a healthy working relationship. Once you have selected your potential logo designer, you must take time to research the company; parties being on the same page with regards to artistic outlook and work ethic are more likely to produce a better logo design. Take time to review the designer’s portfolio. This is a good opportunity to decide whether the designer is capable of producing a logo that suits your personal requirements and your company needs. Also, bear in mind that a reliable logo designer should be able to provide you with a vector logo. The following files should also be provided to you; the original (vector) file from the program the logo was designed in, a (vector).pdf of the logo, a (vector).eps of the logo and three high resolution.jpg’s of the logo, one 2″ wide, one 12″ wide and one 24″ wide. Such files are needed not necessarily by you but by your future printers.
Once you have chosen your logo designer, a detailed design brief is your responsibility if you want a good successful logo. It is a common mistake, where people give a general idea of what they envisage their logo to look like; they assume the logo designer will know what the company requires. Within the design brief, consider the potential colour(s), size and shape of your logo design.
There are a few guidelines when considering the colour of your logo. The colour ideally should be kept to a minimum. This will help keep your printing costs low because printers can charge per colour when printing promotional products. Shading should be avoided and colours should be kept separate. This is because colour fading or shading cannot always be printed. Most non-digital printing applications print solid colours. If you have a solid colour that fades or shades into a darker colour or another colour, you will need a modified version of your logo. Choosing a standard colour for your logo opposed to custom colours will also save you money as printers will charge an extra fee to mix specific colours for you.
The size of your logo is important to take into consideration. Text or lines that are too small or thin are not effective and therefore can disappear when printed or simply fill-in. If your logo is large, make sure you can reduce the size without altering your design. One inch is approximately the smallest size you will print your logo on any media.
When considering the shape of your logo, consider the white space. White space are design elements that protrude too far away from the main design. Having too much white space in your logo design could prevent you from having important information such as contact details being printed.
The above three factors to consider in your design brief are just guidelines. Of course it cannot all be necessarily applicable if your logo design is for instance graffiti styled. Just ensure you have your logo designer produce modified versions that can be printed in single colour. It is wise to have variations of your logo design so you can adapt to different printed media.