Winning Strategies for Online Success!
When you have your logo designed by a graphic artist, request an EPS (Encapsulated PostScript) version of your logo along with color and font details. Having an EPS file will allow your web developer to manipulate your logo in ways that a jpg or gif file will not. For example, a logo that is resized to fit a particular web design will be a better quality image if it is created from the original eps file. Details of what to ask from your graphic designer are listed below:
Knowing which fonts were used in the logo will allow your web developer to match fonts in other areas of the web design. An exact font match versus "sort of close" can be the difference between a professional looking website and an "okay" design. Request the typefaces (font family names) and the specific fonts used including size and style i.e. regular, bold, italic.
Having the font files available for your web designer is a time saver and facilitates a well-coordinated website. These files can be purchased online at a later time, however, fonts can have slight variations and it is better to have the same one used by the graphic designer.
CMYK (Cyan, Magenta, Yellow, Black) and PMS (Pantone Matching System) colors are used for printed materials such as brochures, flyers, and letterhead, while computer monitors display RGB (Red, Green, Blue) colors. Your graphic artist may choose either CMYK or PMS colors depending upon the printed project. CMYK and RGB colors are not an exact match because CMYK is ink on paper and RGB is light shining in your eyes. Your graphic designer may choose RGB colors for you or your web designer can translate the CMYK colors into the closest RGB colors available for your website.
Ask your graphic designer to include two versions of your logo. One with the type intact and one with the type turned into outlines. The version with the type intact allows the user to change the name on the logo, should that need arise in the future. The outline version can be used without having the fonts installed on the computer. In Adobe Illustrator, "Create Outlines" can be found under the "Type" dropdown menu.
If your budget allows, request a style guide as part of the graphic artist's services... in pdf format. This guide typically indicates the logo fonts, styles, colors as mentioned above plus grayscale and black and white usages, acceptable logo variations and incorrect logo usage. Present this guide to your web designer as part of the initial instructions so they know upfront if logo variations such as adding drop shadows or colored backgrounds are permitted or not. This style guide may also include layouts for letterhead, envelopes, business cards, etc.
Although many graphic designers already include these items as part of their logo services, some will only give you jpg or gif files for use with your website. Having these items in writing prior to starting the work is a good idea. And remember to store the files where they can be accessed easily at a later date.
Posted on July 10, 2009 | Permalink | Join email list
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