Let's Talk Logos

When you hear “Nike,” what is the first thing that comes to mind? The swoosh? How about McDonald's? The golden arches, right? Brand recognition is the reason many of the strongest brands implement significant efforts into making sure their logos are well-known.

Your logo is one of the most important parts of your brand. Creating one that will stand the test of time is a challenge. There are so many factors that come into play when designing a logo including fonts, colors and – most importantly – how it looks when printed. Your logo conveys who you are, what you do and why you do it. It connects you with your customers and is the symbol your super fans will wear proudly. The relevance of your logo to your product, business or brand is what makes you unique and sets you apart from others.

Some choose a mark or symbol to represent their brand, while others use a simple wordmark. You should consider all possibilities when defining who you are and how you want to be seen. Consider how you will connect with your audience and determine if your logo can stand alone or if a tagline or wordmark are necessary. Can your logo adapt to its surroundings? Does it look good in just one color?  Consider these factors before you start putting your brand on everything everywhere!

Here are three tips to ensure your logo will look good:

1. Ensure your logo is designed in a program that provides a “print-ready” file format. A vectored image file (eps, ai, pdf) is most commonly preferred, but if the file is saved in a high-resolution pixel-based format (tiff, jpg) that can sometimes work as well. The way your logo is packaged and delivered will make or break the quality of your printed materials.
2. Color Processing is not exact in some printing methods. If your logo requires 4 color process printing but has been designed with spot colors, you should check your colors with a Pantone color swatch book prior to printing to ensure you like the color you will actually see on output.
3. Always ask for a press proof. Paper stock may affect the way your logo looks. The finish (glossy or matte), texture, and weight can all affect how your color looks when printed. The color may need to be adjusted slightly to ensure an exact match across all materials.

If you need help determining if your logo file is ready for print, or would like to look at a color swatch book to ensure your color will match on the paper stock chosen, stop by the shop we would love to assist you.