As well as looking great, your logo and supporting designs must also be functional when it comes to printing. There are many different factors to consider based on how your logo will be printed and the techniques used to create the printed product.
For example; artwork created for screen printing will have different guidelines and parameters to artwork that is going to be printed on a car. Both printing processes have different colour and effect limitations, resolution settings and of course a completely different way the artwork is setup, printed and applied to the final product.
Before signing off on your chosen concepts, consideration should be given to how you plan to use your design to build your business image: Are you going to have the design embroidered or screen printed on apparel? Are you going to have signage on your car? Is your logo going to be put on your website? Do you intend to produce flyers and printed promotional material? These are just a few of the questions you need to ask yourself and discuss with your designer prior to the creation of your design.
A design is not what it looks like.
Design is how it works.”
– STEVE JOBS –
Whilst working in the printing industry, a major problem encountered on a daily basis was clients bringing in a copy of their logo from their Facebook page or a tiny JPEG they pulled from a word document, requesting that a high resolution print or a design on a bigger scale be produced. They were disappointed when the image they received was pixelated or blurry. (Pixels are the little squares of information that make up an image.)
The reason this happens is that when you downsize an image (whether it be scaling your image in a program or uploading a photo to the internet) the pixel count in the image reduces. Now, when you blow the same image back up – even to its original size, the image will become pixilated because the original image is now missing pixels and will not replace them.
The way to overcome this problem from the beginning is to supply your printer with a high resolution file to work with. All printers require a minimum 300dpi file to ensure a high quality print. If you have used a professional designer, they should have supplied you with the correct files to take to your printer. If in doubt, go back to your designer and ask them!
Article taken from my new book: Guide to Creating Your Business Image and Branding on Sale now!
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