Logos are everywhere from business cards and signs to clothing and vehicles. A logo/brand gives your business or product an identity. Your customers will remember your company not just because of what you do but how you represent it.
What’s a Vector?
Vector graphics (also known as paths or strokes) is based on mathematical expression to represent images on the computer. Vectors are controlled by points that define the direction of the line. A graphic is built with these points using lines and curves to make a shape. These shapes can be filled and/or outlined to complete a design.
The advantage to using a vector format rather than pixel is the quality is not compromised when increasing or decreasing the scale of the image. You may have heard the term “pixelated” before? With pixels once your image is created at a specific size it will become lose the sharp edges and curves when resized. This format is not recommended for logo design and limits your range of sizes and media formats.
Do your research!
Before deciding on who creates a logo for, do your homework. Follow the rule “You Get What You Pay For”. If you ask for a designer to create you a professional logo and he or she only charges you $50 bucks for it watch out you may end up with a useless .jpg that you can’t do anything with except post on Facebook. A logo design is an investment that shouldn’t cut corners when designed.
A professional graphic artist will build a logo in a vector graphics program such as Adobe Illustrator or Corel Draw. Make sure the artist provides you with a working file format like .eps or .pdf with layers. This file is what you will send to your sign, print, and embroidery shop. The equipment used in these shops requires a vector image in order to function. The machines read the points, lines and curves as mentioned earlier to read the image. If you send the sign company a .jpg, .bmp or .png the machine will only see a box with no information inside. At that point they may request to redesign your logo in a format they can use.
Review several artists’ portfolios, check referrals and customer feedback. Do not judge the person based of whether or not they have a degree either. Some of the best artists in this industry have not college degree but years of experience. The portfolio will reflect this. A good artist will take your needs and wants in mind, make suggestions on how to make the logo represent that but in a more marketable way. Watch out for the “graphic designers” who use outsourcing as a way to design your logo. You may end up with something that is meaningless and more or less clipart.