Reproducibility
It is essential that logos are created with versatility in mind. As the main component of a company’s identity, the logo acts as the cornerstone of the visual brand. This means it must be reproducible using a wide variety of formats and processes while maintaining the integrity of the logo. Logos may be printed on anything, business cards, coffee mugs, pens all the way up to to extremely large billboards and signage. Logos need to work well using traditional print methods like offset lithography and screen printing for T-Shirts, as well as other things the customer may need like rubber stamps, stickers and embroidered golf shirts. Of course, it must also look fabulous on screen for use on websites and other pixel based media. It’s a good idea to test your logo file at a monitor resolution of 72 ppi at an inch wide to see what issues may pop up when the logo is taken really small.
Here are some things to watch out for to keep your logo design from ending up on top of the reject pile:
— Consider carefully how much detail to add to your logo design. Avoid lots of small shapes and skinny lines. They could disappear or print poorly when reduced to small sizes, and usually do not embroider well.
— White space, or negative space, between shapes should be consistent and not too close together or they may fill in, causing a loss in the definition of objects.
— Gradients and shading should be used selectively, creatively, and only when they enhance the design. At one end, if tints are too light, they can disappear when printed and only show up as white. Conversely, dark tints can fill in to solids causing the logo to look muddy and unclear. Gradients often do not work well in thread or with reproduction processes that can not use continuous tone.
— The shape of the logo must be practical. It is likely to appear on business cards, letterhead, shirts, signs and maybe promotional products like coffee mugs. How does it work on the store window?
— It’s easy to get carried away with the design by adding tons of fun and interesting things, like drop shadows and maybe even textures. The bottom line is it has to reproduce really, really well. In the end, ask yourself, “Does this help or hinder the design?” If the logo communicates the intended message just as well (or better) without it, take it out.
