QUESTION: What’s a vector file? (And why do I need one of my logo?) Short Answer: There are two kinds of digital images—raster and vector. Raster images are made of pixels. Vector images, on the other hand, are built from mathematical formulas that establish points on a grid, which means they can be adjusted in size infinitely without losing quality. That last part is really the key to the whole thing, so I’m going to […]
QUESTION: Can you whip up a logo for me tonight? I have $20. Short Answer: No. (Sorry.) For the longer answer, we need to agree about what a logo is and what its purpose is. And also a little bit about branding. In its simplest terms, a logo is text, a graphic, or a combination of both that represents something else. Over my 15 years as a designer, I’ve developed dozens of logos for companies, […]
QUESTION: Why do the colors in my printed logo look different from the colors I see on my computer screen? Short answer: Well… there isn’t really a good “short” answer. Discrepancies in the way colors display on a screen versus the way they appear in print are typical because you are comparing different color spaces. For the long answer, let’s start by talking about colors—RGB, CMYK, and PMS. RGB color mixing (light) RGB should be used […]
