Good Logo Design
5 THINGS TO CONSIDER BEFORE CHOOSING A LOGO
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By Sandra O'Brien
When designing a logo an important consideration is how you plan to
use it. A logo created for a website or full color stationery
printing will be designed completely different than one designed for
faxing and imprinting on coffee mugs. Most companies desire to use
their logo for more than one application. Graphic designs that have
gradients, transparences, and special effect filters tend to cost
more to reproduce and often need to have an additional simplified
version created. While choosing a logo design consider how you want
to use it now and in the future.
IMAGE STYLE
A logo represents your company. How it looks tells potential
customers what kind of business you have. Make sure your logo
adequately represents you. For example if your business deals in
financing your logo should be conservative, contemporary, or even
high tech. Creating a whimsical design (although refreshing) could
instantly take away credibility. When choosing an image style you
should consider your company's philosophies and your customer/client
profile.
FORMAT
Make sure you have and use the proper format for the application.
Vector [AI] - Adobe Illustrator
This format is editable in both PC and MAC software.
PDF - Portable Document File
Format used by Adobe Acrobat, electronic publishing software for MAC
OS, Windows, and UNIX.
Vector [EPS]
This format can be used by most printing facilities. It contains font
and color information.
Gif - Graphics Interchange Format
This is a low resolution file used primarily for web pages and e-mail
templates.
JPG or JPEG - Joint Photographic Experts Group
This format allows for storing full color images with very high
compression ratios. This format is used primarily for photographs in
web pages.
BMP (300 dpi)
This format can be imported into most PC application software.
Tif or Tiff - Tagged Image File Format
This format can be imported into most PC and MAC software
applications. The file size is large and can be used for the full
color printing process.
ORIGINALITY
Your logo is a very important tool for branding your company. It
should have a uniqueness to it. The ultimate purpose is for people to
recognize your logo and associate you with it. When choosing a logo
design try to pick one that will stand out from a crowd. It should
immediately catch the eye and have more to offer when looked upon
longer.
APPEAL
Make sure you really like the logo before deciding on one. It will be
with you for as long as you're in business. As years go by you may
opt to update your logo but it should always have the same basic feel
to it. After all this is how people identify you. Try to pick colors
you know you'll love today and 20 years form now. The same holds true
for type fonts. Sure these nuances can be changed but often times
they are a very important part of the design so try to get it perfect
the first time.
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Sandra O'Brien owner of SKO Enterprise, LLC
An online logo design agency
Over 22 years experience in the graphic art field
www.skoenterprise.com
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