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Tips on Logo Design:

Insist on Vector Graphics
When having your logo designed, it's very important to know what design program the artist is working in. For all practicle purposes, there are two types; vector and bitmap. When you logo original is designed in a vector program, you'll be able to enlarge it to virtually unlimited sizes without degradation in quality. Logos that are designed in bitmap design programs are limited in their scalability. Unless you are certain your logo will never be enlarged for signage, outdoor (billboards), vehicles, etc., always insist that you designer work with a vector program to complete your original design.

Vector files can often be converted to 1, 2, 3 colors for printing, silk screening or embroidery; while bitmap files are often limited to one color or 4-color process printing. From a vector file, your logo can be saved in any format you may require in the future; for the web, print media, screen printing, to really any application imaginable.

Worth Noting: a bitmap file cannot be converted to, or saved as, a vector file with 100% accuracy. A vector file can be converted to, or saved as, a bitmap file.

Keep it Simple, Make it Unique
To help decide on the image and style you want for you logo, we suggest you begin paying attention to all the logos you see around you on a daily basis. On billboards, vehicles, and television, in magazines and newspapers, on the web, everywhere! When you see a logo, ask yourself, "Do I trust this company? Would I buy from them or hire their services?"

You may find yourself answering 'yes' more often to companies that are more 'simplistic' in their design, than those that are more graphically complicated and 'over-designed'. While some of the complicated logos may be more interesting, 'interesting' doesn't necessarily equate to sales. It can equate to confusion. And confusion equates to loss of sales. Why? Because as consumers we trust simplicity more than we trust confusion. Big business knows this. So take a tip from years of research, and keep it simple.

Simple doesn't mean that your logo should not be unique. In fact, having a logo that is unique in design is as important as having a logo that is simple. When you combine the two, you'll have a logo that is adaptable, will produce well under all situations and will stand the test of time.

Let your marketing materials tell your story
The place to sell people on the virtues of your company is through your marketing materials rather than your logo design. We often see companies attempting to 'tell their story' in the design of their logo. Whether you're designing signage, letterhead, brochures, ads, billboards, menus, web pages, almost anything, utilize these opportunities to develop your company image and educate your customer. A well designed logo will be one that adapts well to all situations and applications.

How many colors should my logo be?
To decide what may best work for you, it will help to make a list of all possible applications. Will you logo be used for print media, on signage, billboards, vehicle graphics, wearing apparel, letterhead, the web, television, etc.? Consider every possible future use. Then talk to you designer about how and where you plan to use your logo. They can usually assist in helping you decide what will work best in your situation. Your designer should be familiar with the processes used in print media, signage, silk screening, web application, billboards, trade show displays, large format printing etc.

Worth Noting: Before approving a quote on your logo design, ask your designer to include a 'black only' grayscale version in the price. You may not foresee a need for this now, but chances are, you will sometime in the future.

Worth Noting: Remember, gradients, dropshadows and tints do not reproduce well under certain conditions such as embroidery, silk screening, and many types of signage.

Reduce it before you approve it!
This is probably the most overlooked aspect of the design process. When you designer provides you with your new layouts, ask them to include a reduced version of each concept along with the 'average' size version. About 1" - 1.5" on the longest side should be sufficient. Just like the 'black only' version, some day you'll need to use your 'very small' logo in a 'very small' space. If you wait to see how it reduces down until you've almost arrived at a final concept, you may find yourself disappointed and/or, starting over.

Formats you may need.
Ask your designer if the cost to provide a variety of file formats for your final logo is included in their design bid. You should request: EPS, TIFF, JPG, GIF, and PDF. These formats will cover any future applications including the web, print media, signage, outdoor, vehicle graphics, and internal documents.