Logos :: logos :: signage :: print

Logos (or corporate identity, if you are not paying by the word) are fundamental to any operation, so it's always surprising how neglected an area this is often is, especially for new businesses. Quite often, too, a tired old logo has outlived its usefulness and should be put out to grass. Knowing what you want your corporate ID to do for you is the easy part - getting there can be a little harder. In essence, three general 'rules' can be applied to the process:
1. The logo should work in one or two colours, giving you flexibility without incurring unnecessary reproduction costs.
2. The logo should be designed as a vector graphic - in other words, eminently scaleable and sharp, unlike a bitmap
3. It should, ideally, pass the fax test - the logo may look smart on screen, but how does it fare when it's printed out at letterhead size and sent through the fax machine?
There are, of course, a myriad of other variables that come into play. In all cases, the client's needs are uppermost. Sketches are the starting point, and to maintain elements of the artwork that often spark the idea for the final design, artwork can be scanned and manipulated digitally.

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