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Today's issue contains a list of items to check before deciding your logo is complete and an explanation for why your logo prints a different color when you use different printers.
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Certain items must be accounted for before a new logo is complete. Run through this punch list before you go to print.
1. Does the image accurately reflect your company, its product and services and its people? Your logo is a visual representation of your company. Show your new logo to employees, clients and associates. What do they think? Be sure your new logo does the job before you spend hundreds or thousands of dollars printing stationery, making marketing collateral pieces and developing your website.
2. Does it photocopy? Put the new logo and stationery mock ups through the copier. If it doesn't photocopy well, then it won't fax well. Copying well is especially important if networking is a big part of your marketing. Many associations collect and photocopy attendees' business cards and distribute the list afterward.
3. Does it reproduce well in black and white as well as color? This is important for newspaper ads, magazine ads, posters, etc. As the most prominent part of your advertising materials, (at least it should be), your logo must look as good in black and white as it does in color.
4. How much will printing cost? One color is cheapest to print. Two colors is somewhat more. If you have three colors, you might as well go for four colors, because the price is about the same - expensive. Contact printers to find out how much your stationery printing will cost.
5. Is your logo unique or does it resemble your competitors or others? Branding is difficult if consumers confuse your logo with a dozen others. This can be seen in many of the dot com logos circa 1999, 2000 - swooshes and bubbles everywhere. Some designers also have a certain style that they like. That's nice for them, but bad for you. Your logo should represent your company, not someone's favorite design style.
6. Will it remain current? Your logo should last at least 10 years without looking out of date. Think teal in the 90's. Think swooshes and bubbles in 2000.
John Libonati is a partner at Ascension Design, a full service graphic design firm near Philadelphia. He can be reached at John@ascensiondesign.net or 215-591-1010.
So, you created a logo and it looked great on your first letterhead print run. Then, you had brochures printed at Kinkos and the color changed from deep blue to a kind of purple. Now, you've just received your new letterhead and the colors don't match your old business cards. What is going on?
CMYK (Cyan Magenta Yellow Black) is the system printers normally use to make different colors. CMYK printing is where printers will obtain a certain color by mixing the different colors cyan, magenta, yellow and black. The only problem with this system is when a logo or other mark has to be an exact color and you switch printers. Since each printer uses a slightly different process, the mix of CMYK at one printer can be different from the last printer. Depending on the new printer's skill and experience, you can receive a perfect match or something very different from the original.
A way to insure you always get the same color is to develop your logo using Pantone colors. The Pantone system of colors is a standard color system where every color is assigned a certain number. Every printer (and every competent graphic designer) uses his Pantone matching book to match his colors with the standard colors in the book. By using Pantone colors in your logo, you will be confident your logo will look the same whether you have it printed in New Jersey, California or Taiwan.
John Libonati is a partner at Ascension Design, a full service graphic design firm near Philadelphia. He can be reached at John@ascensiondesign.net or 215-591-1010.
Ascension Design Now Offers Interactive Email Marketing
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Compose a targeted and personalized text, HTML, or Rich Media email messages. Deliver high-volume email messages to opt-in, permission-based email lists. Collect and review customer interaction data, in real-time. Specifically measure, evaluate and improve future external and internal marketing efforts for an ever-growing Return on Investment (ROI).
Contact us today! Call 215.591.1010 or email us at john@ascensiondesign.net Read more about email marketing at www.ascensiondesign.net/email.asp
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