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© Truly Ace 2013
so you need a company logo?
brand isn't just a company logo, a brand is the combined set of
impressions that a customer gains as a result of their
interactions with your company, and its products and services,
in fact everything you say and do establishes your brand identity.
first step in your quest to create a brand identity for your company
is to commission a company logo design - this should be developed by a professional logo designer if you want it to play an effective role in your marketing. It needs to represent the business well and it's ethos (brand), and do so in a way this is ideally very different to your competitors. It is then your responsibility
to ensure that you uphold that brand, establishing and
cementing it over time.
Once your company logo designer begins to present you with design concepts, it's important to consider a couple of practicalities before making a choice, and to understand how to get the best out of your logo design in terms of print quality.
"I like pale blue and I also like red"
designer has presented you with your company logo via email and
you love it, you love the look of it, and the colour too,
all you need to do now is send it to the commercial printers
and it'll print out the same. Wrong.
"So How Do I Get The Colour I Want?"
you take your logo to a commercial printer you will be
given a choice of two printing methods:
this method can mean that when printing many copies of
the same artwork, as is common with business cards and
other forms of stationary, some areas of colour may not
appear completely consistent, consistency is affected
by ink density, temperature, paper quality, and when using
CMYK the colour can differ between printing companies.
There are a few spot colour systems available, but the industry standard is the Pantone Matching System, each Pantone colour has a code - for example PANTONE DS 221 - 8U is a pale blue colour; colours can be selected from swatch books that display these colours and list the codes for each one, then these colours can be applied to your logo by your designer.
that when looking at a Pantone colour on a computer monitor
it can look different from when printed, only by viewing
a 'swatch book' can you see the actual colour as it will
"My designer gave me my company logo and it looks great on my website, but when I try to print it, it looks blurry, what's going on?"
are a multitude of different file types available for
your logo, and a professional designer should be able
to provide them all if requested, it doesn't cost your
designer any more to provide more than one file type,
the same way it doesn't cost your designer any more to
provide a logo made up of many different colours rather
than just one or two. There is a minimum of three file
types that you should ask for:
Low resolution Jpegs
High resolution Jpegs