Your logo represents you and your brand so it’s important to get it right from the start. Consider the following to create an effective logo.
Vector file vs raster file
Vector graphics are usually created with software such as Adobe Illustrator and are saved as .ai .eps or .pdf. The graphics are made of lines or paths. Vector files are usually saved in CMYK colour mode. CMYK refers to Cyan, Magenta, Yellow and Black, the colours used for printing. Pantone colours can also be used but if you are going to use a digital printer CMYK would be preferred.
- Can be scaled to any size without losing quality
- Can be used across a variety of media
- Are easier to edit than a raster file
- Can be saved as a raster (pixel-based) graphic
- Are primarily used for printing
- Have a transparent background
Raster graphics are pixel-based and can be created with software such as Adobe Photoshop. Raster files can be saved in RGB (Red, Green and Blue) colour mode for screens or CYMK for print. These files commonly have extensions such as .jpg .png .tiff .gif.
- Will look pixelated if enlarged more than the original size
- Used for print and screens
- Will need to be saved at a high resolution (300 dpi) for printing
- Can be difficult to edit
- Cannot be saved as a vector graphic
Ensure that your logo looks good when printed small. It’s usually best to keep the logo as simple as possible so that no details are lost.
Web safe colors
Colours will differ from screen to print. Consider the WEB-safe colors when creating your logo and use the CMYK match in your vector file.
Ensure that your logo has good contrast so that it is distinguishable and legible if it gets photocopied, faxed or converted to black and white.
Choose fonts that are legible when your logo is reduced. Avoid using too many different fonts. 2 font families should suffice.
Your logo will most likely be used across different medias so it might be useful to have 2 versions of a logo, one that is more vertical and another more horizontal.
Ask your graphic designer for a variety of formats such as:
- High resolution (300 dpi) jpg and png
- Low resolution (72 dpi) jpg and png
- The original vector file saved as an eps
The png and eps files will have a transparent background. The jpg will leave a white box around the logo which will not look good on a coloured background.
There are plenty of DIY logo options but as you can see it can be pretty technical. Please consider hiring a graphic design to create your logo. You will have a professional brand with less issues. Please contact me with any questions.