You should know in advance that I am The Logo Handler and not a logo designer. I have designed a few logos in the past, but it isn’t my forte. Consumers entrust their logo if you ask me for printing and marketing purposes. While I cannot design you a glorious emblem, I can tell you immediately if the logo will probably cause you troubles along the way. I’ve spent the major part of my career working with corporate logos. Some logos are excellent and others certainly are a problem. brandbook design They might be pleasing to the eye, however they pose an array of printing issues.

One critical mistake persons make at the beginning would be to offer their designer little to no direction. They find a designer, give them the business name and tell them to create a logo. In many instances no further direction is given. Possibly some preferred colors or a suggestion or two on symbolic that could be used, but that’s it. The business owner assumes that the custom made understands the requirements and parameters of company logo. From my experience, about 50% of the logos I encounter are centered on aesthetics only. While a watch pleasing logo is important there are numerous other things to consider which will play an important roll down the road.


While it may be tempting to use a friend or family member who dabbles in graphic design (and are usually very cheap as well as free) the logo usually eventually ends up costing you later on. You are more likely to encounter problems with design egos and have to deal with time delays. They could also not have the technical expertise (bitmaps vs. vector, bleeds etc.). That is less of a concern for logo design but could cause major issues on other jobs. However, don’t discredit these people. I’ve seen some great work result from aspiring designers and those who design as a spare time activity.

Regardless of where you discover your logo designer, be sure you review their portfolio and then confirm these two criteria:

1. Find a designer which will supply you with a vector logo. If they can’t, get another designer. Should 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 logo design was designed in.

– A (vector).pdf of the logo design.

– A (vector).eps of the emblem.

– Three high resolution.jpg’s of the logo, one 2″ wide, one 12″ wide and one 24″ wide.

While your computer probably does not have a program that can open the first three files, be sure you keep these things on a disc in your workplace and stored away on your pc. Future printers and designers will need these files. See Images 101 for additional information on vector vs bitmap.


In addition to a logo that looks excellent and makes sense for your business, make sure your designer follows these recommendations. You as well should run their patterns through these considerations (color, decoration):


Colors play an important role in a logo. Ideally you need to keep colors to a minimum, avoid shading and keep colorings separated. When printing full color digital graphics you probably won’t run into any issues. Digital printers print graphics just like your color inkjet or laser printer. In general, digital printing is pricey and is not always designed for non-paper items.

Keeping colors to the very least can cut costs. Printing applications for outfits, signage and promotional products will definitely cost more for every color. Promotional products normally have a set-up charge and a run charge per color. Screen printing will also cost more for each color. Design a logo with a couple of colors or have a release that can be used as a single color.

Tight color registration can cause issues. If your shades are touching that’s considered limited registration. Text that has an outline around it is just a good example. Promotional items which happen to be silk screened or pad imprinted can’t always accomplish that. Tight registration can also become a problem should you be photocopying something in black and white. Two completely different colors can look like exactly the same color and become a big dark-colored blob when photocopied. Avoid limited registration or have a release of the logo that doesn’t have tight registration for these circumstances.

Color fading/shading can’t continually be printed. Most non-digital printing applications print solid colors. Assuming you have a solid color that fades or tones into a darker color or another colour you will need a modified version of one’s logo.

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