Practical Logo Design Considerations
Practical logo design considerations extend beyond creating an attractive visual identity. 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.
Choosing a designer and agreeing files
A professional logo designer should understand production requirements, including bitmap and vector files, and agree clear timelines and a constructive review process. 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. Agree the deliverables before work begins: an editable vector master, suitable print files and exports for your website. PDF, SVG, EPS, PNG or JPEG may be appropriate depending on the intended use. Ask your printer which formats, colour settings and resolution they require. A file extension alone does not guarantee vector artwork or print quality, and fixed image widths will not suit every application.
Preparing the design brief
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.
Colour and print reproduction
There are a few guidelines when considering the colour of your logo. A limited palette can help with consistency and some production costs, but the printing method matters. With spot-colour printing, additional inks require additional plates; process printing combines CMYK inks. Adobe explains the distinction between spot and process colours. Gradients can be printed, although the result depends on the artwork and output process. A solid-colour alternative is useful for applications that cannot reproduce shading well. Ask your printer to confirm the colour specifications and provide a proof before production. Colours shown on a screen may differ from the printed result, so avoid relying on the display alone.
Size and readability
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. Test it at the actual sizes required; there is no single minimum size suitable for every logo or application.
Shape and white space
When considering the shape of your logo, consider the white space. White space is the empty space around and within the design. Allow enough clear space to keep the logo distinct from nearby text, images and contact details, and test the balance in the intended layout.
Versions for different uses
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.
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For help choosing the visual approach, explore the different types of logo design.