Logo Guidance - Business Logo Pro


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Logo Guidance: What should you

do to design a logo?

Stationary designs included! on selected packages

This section is designed to make you learn about the graphic concepts and technical terms that we use in the logo and graphic designing.

A logo serves as a label and conveys a message about the spirit and quality of the product or an organization. To shape the marketing strategy of any product, logo plays a significant part to show what potential the product has and what message the manufacturer wants to convey to his customers. Logo explains and conveys the psychology of an organization if it’s a logo of an organization. If it’s a logo of any product, it conveys the manufacturer’s message to his customers and attracts its potential customers. It addresses to the customer of certain group that who should go for it. Lets suppose if you enter into any sports shop and you are looking for a pair of shoes and you had nothing in your mind before you left home that what brand of shoes you have to buy then you are letting yourself to the presentation of the brand. Of course there is a competitive market out there and you are going to see the different brand names when you are going to shop. First thing that represents the product is its logo. Now you can feel the importance of logo. A potential customer will look for the brand that will suit his need. As we have mentioned before that logo conveys the information about the brand whether it is affordable to the potential customer or not, whether it is going to fit into his budget or not, whether he can use it in a long run or not. Taking these things into account a customer goes for a product. These things are processed very quickly through the brain of human being and the first thing that represents your product or organization is your logo presentation.

What should you do to design a logo?
As being an Owner of the company and you are launching your product in the market or being a representative of any organization and you are going to start it, the first thing that should strike your mind is that how your logo should look like. Do you have any idea in your mind? Let us help you what should you tell a designer to design your logo. Before doing that let us give you some knowledge about the types of logo.

Logos and Symbols
Every logo has a concept and idea of its product or organization behind it. A visualizer can convey your message or motive through many ways via logo but it’s really up to you to finalize it. A visualizer can use Logo Type, Initials, Pictorial Visual, Abstract Visual or a Combination of any of the types mentioned. Now let us give a little hint what does they mean.

» Logo Type: In this type of logo, a visualizer spells out the product or organization’s name in unique hand crafted typography and uses his personal skills to convey the client’s message and concept.

» Initials: A graphic designer uses the initials of the client’s product or organization’s name to make it the sound of the client.

» Pictorial Visual: A designer use graphics through lines and curves to convey the message and concept.

» Combination: A graphic designer can use any of the above types in combination to convey the message, concept, motive or trend of the product, service or organization.

Criteria that should meet client needs
Before you design a logo, client should be clear in his mind that what he wants to address to his potential customers because not every one going to buy his product or use the service. Potential customers are the one who are going to buy or use the product or service and that comes in the marketing section. A client should tell the designer in his notes that what color scheme he wants in his logo designing and whether it is going to be Abstract, Pictorial, Initial or a Combination of the types mentioned above. Now the turn of the designer that how he goes about it. Following are the points that should meet the criteria of logo.

1. A logo should be unique, memorable, pleasing and recognizable at glance.
2. A logo should become synonymous with the product or service it represents.
3. A logo should work for all applications of the firm or an organization.

Different applications for logo
Usually logos are used for a long span of time because they show the trend of the firm, company, service or organization. A logo should be designed in a way that can be used by the different applications easily in a long run without any hassle. A logo should work for all applications. There are different applications for logo like:

1. Packaging
2. Stationery ( letter head, business card, envelope )
3. Signage
4. Advertisement
5. Clothing
6. Posters
7. Shopping bags
8. Menus
9. Forms
10. Covers etc

Look for a designing concept
We all gather information when we see some thing and create a virtual image of the information in our mind. It takes a millionth part of a second when we gather these information and it takes not much time before it vanishes from the memory of our brain. A good designer is one who can keep these information a bit longer than a normal brain can because it’s all the information that a designer use to design a logo. If he’s been given a task to design a logo of any FABRIC company which is just about to start then after analyzing the information that he has received from the client he will use his information to design a concept and it could be any thing he experienced in his routine life or his intuition or an idea he perceived from his dream. It’s not an easy task because a design should convey the message of the product, service or organization it represents. This professional accuracy develops gradually with the passage of time in a designer. Even a complex message can be conveyed by the designer by using a basic concept of two-dimensional graphics in Lines, Texture, and Color which are the building block of patterns and images and its up to the designer’s skill and capability. So before you finalize your logo you should look for a designing concept whether it is conveying the message you want to convey to your potential customers or not.

Test your logo
Before you finalize your logo you should make sure that your logo design is clear and has a legible type. It should have a distinctive look and express the service or product it represents. It should possess a good positive shape and should be memorable in glance. Client should also make sure that his logo works well in black and white color reproduction. Now after all these designing concepts let us give you a little knowledge over images, colors and file formats that will help you to place your order if you don’t know the technical terms we use in the field of graphics.

Images
Computer graphics is categorized into two main types and they are:
1. Bitmap (bitmap)
2. Vector (postscript)

Bitmap: Bitmap images are technically called raster images. They use grid of colors known as pixels to represent images. Each pixel is assigned a specific location and color value. Bitmap images are the most common electronic medium for continuous-tone images, such as photographs or digital paintings, because they can represent subtle gradations of shades and color. Bitmap images are resolution dependent that is, they contain a fixed number of pixels. As a result, they can loose detail and appear jagged if they are scaled on-screen or if they are printed at a lower resolution when they were created for.

Vector: Vector graphics are made up of lines and curves defined by mathematical objects called vectors. Vectors describe an image according to its geometric characteristics. Vector graphics are resolution independent that is, they can be scaled to any size and printed at any resolution without losing detail or clarity. As a result, vector graphics are the best choice for representing bold graphics that must retain crisp lines when scaled to various sizes.

Color Mode
Probably you won’t have much knowledge about computer generated colors and its proper usage that which color mode we have to use in different sections of the media.

Basically there are three main types of color modes that we work in when we design a logo. They are
1. CMYK (Cyan, Magenta, Yellow, Black)
2. RGB (Red, Green, Blue)
3. Grayscale (based on shades of gray and no extra color)

CMYK: By the combination of cyan, magenta, yellow and black, we can get any desired color we wish. In CMYK mode, each pixel is assigned a percentage value for each of the process inks. The lightest (highlight) colors are assigned small percentages of process ink colors, the darker (shadow) colors higher percentages. Although CMYK is a standard color model, the exact range of colors represented can vary, depending on the press and printing conditions.

RGB: RGB mode uses the RGB model, assigning an intensity value to each pixel ranging from 0 (black) to 255 (white) for each of the RGB components in a color image. When the values of all three components are equal, the result is a shade of neutral gray. When the value of all components is 255, the result is pure white; when the value is 0, pure black. RGB images use three colors, to reproduce up to 16.7 million colors on-screen; the three channels translate to 24 (8 x 3) bits of color information per pixel. (In 16-bit-per-channel images, this translates to 48 bits per pixel, with the ability to reproduce many more colors). Although RGB is a standard color model, the exact range of colors represented can vary, depending on the application or display device.

Grayscale: This mode uses up to 256 shades of gray. Every pixel of a grayscale image has a brightness value ranging from 0 (black) to 255 (white). Grayscale values can also be measured as percentages of black ink coverage (0% is equal to white, 100% to black). Images produced using black-and-white or grayscale scanners typically are displayed in Grayscale mode. Now that you have learnt about the modes of colors, you would need to know about the tones of colors.

Color Tones
When we talk about the color tones then we should know whether we are working in 1 color or 2 color job. We use maximum 4 colors job in which all colors would be involved like CMYK (full color image). But the printing cost increases as well it’s all up to the client that what he/she wants and in solid color images no colors are allow to blend each other and the printing cost is also very low depends on the color variations. We use two types of terms when we talk about color tones and they are

1. Half Tone (Shaded Color)

2. Full Tone (Solid Color)

Similarly we can work with the combination of these color tones, jobs and color modes to create a desired design.

After all these information we are now left with the different file formats that we use when we design a logo. Now let’s have a look at the different file formats and their details and why we use different file formats.

File Formats
As we have mentioned before that we can use different file formats depending on our requirement when we work with the graphics and they are.

PSD Format: Photoshop format (PSD) is the default file format and the only format that supports all Photoshop features. When saving a PSD file for use in a previous version of Photoshop or ImageReady, you can set a preference to maximize file compatibility.

BMP format: It’s a standard Windows image format on DOS and Windows-compatible computers. BMP format supports RGB, Indexed Color, Grayscale, and Bitmap color modes.

EPS format: Encapsulated PostScript (EPS) language file format can contain both vector and bitmap graphics and is supported by virtually all graphic, illustration, and page-layout programs. EPS format supports Lab, CMYK, RGB, Indexed Color, Duotone, Grayscale, and Bitmap color modes.

GIF format: Graphics Interchange Format (GIF) is the file format commonly used to display indexed-color graphics and images in hypertext markup language (HTML) documents over the World Wide Web and other online services.

JPEG format: Joint Photographic Experts Group (JPEG) format is commonly used to display photographs and other continuous-tone images in hypertext markup language (HTML) documents over the World Wide Web and other online services. JPEG format supports CMYK, RGB, and Grayscale color modes.

PDF format: Portable Document Format (PDF) is a flexible, cross-platform, cross-application file format. Based on the PostScript imaging model, PDF files accurately display and preserve fonts, page layouts, and both vector and bitmap graphics.

PNG format: Portable Network Graphics (PNG) format is used for loss less compression and for display of images on the World Wide Web. Unlike GIF, PNG supports 24-bit images and produces background transparency without jagged edges; however, some Web browsers do not support PNG images. PNG format supports RGB, indexed-color, grayscale, and Bitmap-mode images without alpha channels. PNG preserves transparency in grayscale and RGB images.

TIFF format: Tagged-Image File Format (TIFF) is used to exchange files between applications and computer platforms. TIFF is a flexible bitmap image format supported by virtually all paint, image-editing, and page-layout applications.

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