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Page 1 www.forwardm.com
Logo Portfolios
By Tom King, President/CEO
Website & Graphical Design Seminar
Hosted by the Art Institute of Houston
Presented April 19, 2011
Page 2 www.forwardm.com
A logo is a single image that represents and communicates a company
brand. A logo portfolio includes five considerations: variations, orientations,
formats, resolutions, and treatments. These should be usable for print,
video, animation, web and mobile app usage. A solid logo portfolio from
Forward Marketing should last 5 years and costs $3,000 - $10,000.
What are the basic aspects of a Logo?
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What makes a good logo?
• Billboard or bumper sticker test: instantly recognizable
• Works in landscape and portrait orientations
• Icon is recognized as related to logo
• Communicates brand, if not goals of the brand
• Evokes an emotional response
• Use of “TM” symbol to protect intellectual property
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Logo Orientations
• Landscape
– Usually design in 1700 x 600 pixels
– Reduces perfectly to 88 x 31 official micro button dimensions
• Portrait
– Often this is square in dimension
– 600 x 600 pixels
• Follow Industry Dimensions
– http://www.iab.net/iab_products_and_industry_services/1421/1443/1452
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Logo Resolutions
• 600 dpi for both CMYK (TIFF) and RGB (PSD) files
• Perfect for billboards to business card
• You can always decrease image quality / resolution
• You can „t always increase image quality / resolution
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Logo Versions
• Stand alone logo
• With URL
• With Slogan
• With modifier (nametag, approved, branch location, subsidiary, etc.)
• Use multiple, named layers on the same image file to save effort
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Logo File Formats
• CMYK for hi-res print (usually in TIFF)
• RGB for hi-res web (.PSD) to convert to low-res (.gif, .jpg, .png)
• These require separate files that should be separated by folders, naming
• Can create in one format then convert to other
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Logo Treatments: 2D v. 3D
• Create both 2D and 3D versions
• 3D employs beveling, shading and gradients
• Applicable to video, animation, mobile apps and other unforeseen uses
Page 9 www.forwardm.com
Folder Structure
• Structure folders as follows at the beginning of a project …
– cmyk
• 2d
– icons
– logos
• 3d
– resources
• fonts
• instructions
• presentation template
– rgb
• 2d
– icons
– logos
• 3d
– web
• 2d
– icons
– logos
• 3d
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Favicons v. Icons
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Custom icons sets
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Building icon into overall logo
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3D Beveling & Shading
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Multiple Orientations, Layouts
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It all starts with the icon / embrace motion
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Clean, Simple, Bold, Effective
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Don’t be afraid of different versions
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Embrace Emotion, Motion, or Industry
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Test Logos on Strangers and Clients!
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Logo Portfolios by Tom King, President/CEO
Ph: 713-449-2000
Email: [email protected]