If you’re starting a business or if you’re thinking about rebranding your current enterprise, a topic of conversation that will quickly bubble to the top is logo creation. Designing a logo can feel like an overwhelming task, even when you work with a professional designer.
Our creative team from Amsterdam Printing has addressed the basics in this article regarding logo design in easy-to-understand language. We have six designers on our team, including our creative manager. We are responsible for creation of all marketing materials, both print and digital. We do our own in-house photography of our promotional products, and we create catalogs, emails, website designs, and other marketing collateral.
Start with Logo Basics
A logo should be easily recognizable as the symbol of recognizing your business from others offering the same thing. Let’s say someone is starting a small business. The logo should use the company colors and perhaps a graphic that relates to the business. The graphic can be included in or outside of the typography.
When evaluating different logo designs, keep in mind reproduction quality is perhaps the most important aspect of logo design. You want to keep logos simple so that they can be reproduced easily on a variety of materials. Logos for custom imprints on things like mugs, T-shirts, and other promotional products should have these attributes:
- Simple design
- Single color (ideally) or as few colors as possible
- Vector artwork
Keep in mind that your logo may be reduced in size to fit on a pen or enlarged to be screen printed on a T-shirt. A simple design will allow your logo to look good on multiple products, big or small, imprinted vertically and horizontally.
A logo that uses fewer colors is easier to laser engrave on a pen or screen print on a T-shirt using one signature color. Most of the largest companies in the world have a very simple, recognizable logo using single color. Apple, IBM, Nike, and Verizon are good examples of simple, well known logos. When it comes to logo design, less is better.
As for the artwork, here’s what you need to know: Vector art (e.g. EPS) is made up of nodes or control points and the lines or paths between the points. This is all based on mathematical calculation to create vectors. This type of artwork can be scaled with no loss of quality.
This is unlike rasterized art (e.g. TIFF or JPEG) that is solely dependent on resolution or dpi of the file. If your logo is in a raster format, the higher the resolution or dpi the better (600 or 1200 dpi are great resolutions for logo art). The dimensions of a logo are also a factor when it comes to raster art. As raster art is scaled to a larger dimension, resolution will decrease.