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When designing a Logo, the media it will be used in should be taken into account. Designing for a Web page is not the same as designing for a newspaper, as well as designing something to be printed a thousand times is not the same as designing something to be printed a hundred thousand times. If you choose to use your Logo on different sites (and it is the best choice), the designer should be told about this, so that he can give in his design in different ways, allowing a different use for each of them.

Different uses for a design are clearly noticed if we think about it in this way. Let’s assume you order a Logo for your company and want to use it in personal cards and staff uniforms. It is clear that the quality and resolution of the Logo will be incomparably better on the cards than on the uniforms: we all know paper is much better than cloth to be printed on; in fact, paper was created for this and clothes were created to warm us up and not to be printed on.

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As regards fabric and paper and its different potential to be printed on, somebody could say this is a platitude and that, on making him read these things, we are wasting his time. However, there are many cases in which customers get very angry when noticing their Logo looks different in different places. The classic example in this sense is the difference between printed and digital material. There is always somebody saying “the Logo you designed for me looks different on my personal cards and on my Web site". The answer the designer will provide is “yes, it looks different because it is different". It will be impossible to avoid this difference: if he looks carefully, he will even notice it on the Coca Cola Logo; that is to say, even if he has all the money in the world to invest on design, prevent this from happening will be impossible. The difference you notice on colors, tones and texture between printed and digital designs is because the color palette the former uses is different from the one the later uses. Graphic designers work on their computers and use the RGB color palette (red, green and blue), that is the one reproduced on monitors and TVs. On the contrary, printers can print the CMYK color palette (cyan, magenta, yellow and black). The RGB color palette is fairly wider than CMYK, so, designers are forced to convert their designs from RGB to CMYK. This conversion implies losing information because the target palette does not have as many color ranges as the source palette and an approximation needs to be made. That is why it is impossible to avoid the difference between printed and digital designs. However, the difference is usually imperceptible, unless somebody is trying to find how similar they are.

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Company Logo Design | What is a Logo | Logo and Corporate Identity | Types of Logos | Slogan and Logo | Typography | Logo as Sales Generator | Use of the Logo


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