How you can create a logo. FAQ Part 2.

Continued from Frequently Asked Questions.

Q: How is my new logo delivered?

A: You can download your logo (once finished) directly from your Client Area Factory Floor page. We then send different logo design file formats and applications to you by e-mail. CD versions can be sent to you by Federal Express (if applicable - USA and International clients may require an additional S/H fee). ALL files are delivered in cross-platform disks for complete compatibility for third party service providers (i.e.: film/art service bureaus and/or printers). Files can also be e-mailed to you (for larger files TLF may use Stuffit or .ZIP compression), and your files can be downloaded at your leisure from your Client Area page.

Q: What is the difference between text, iconic, graphical and illustrative logos?

A: While there are an infinite number of variables that are possible when it comes to creating a logo, and there are no real absolutes, our designers have found that most logotypes, or 'graphic treatments', will fall into four major categories; Illustrative, Iconic, Graphical and Text Based. Briefly, here's a short description of each -

Logo fonts are the simplest (and favored by Fortune 500 corporations) but can be enormously difficult to design - the designer is limited in the 'tricks of the trade' that are available, so the design requires someone with a 'mature' design level.

Icon design identities generally feature highly simplified graphics (symbols) that reflect an aspect of the company and/or product portrayed. They can be used solo, or with text. This form of logo is the most common, yet often the most difficult to design.

Graphical design logo marks are, in the practical sense, somewhere between an iconic and illustrative logo. These logos are very visually appealing - detailed enough to be recognizable, yet linear enough to translate into most media usages.

Illustrations as logos usually feature a treatment that is more complex than iconic, and are a pictorial (illustration) representation of some aspect of the company or product portrayed. This can be the name, the business concept or a character/mascot

Each has it's merits, while others have disadvantages. The type of logo can also influence the cost, with more complex logos requiring more design stages and designer time. Also, by being familiar with the different versions, and their strengths and weaknesses, you can make an educated decision on which logo type is more suited to your requirements. See here for a detailed look at the various types of logos. For assistance on selecting the correct type of logo for your project contact The Logo Factory.

Q: What do I get - what formats is my logo supplied in?

A: This can vary depending on usage and the design package you have selected, but an Entry Level package generally consists of the following (For more information on file formats, please visit our design help centre for a variety of technical articles):

(your job).EPS - The artwork in Encapsulated Postscript format (.EPS). This Vector based logo format is readable by both PC and Macintosh (Apple) desktop and publishing software. This is the file you would require for traditional reproduction (printing). It is both scalable (can be re-sized without any degradation in quality) and editable. It can be utilized by most commercial printers and software packages. This file contains all your new logo fonts, colors (Pantone Matching System) that will assure uniform colour accuracy in all future uses.

(your job).GIF - Your artwork as it appeared on your client page. (72 dpi 216 index colour). This Pixel based logo format is suitable for web or other low-rez reproduction. Non-platform. This file will be optimized in web-safe colors for rapid download on the web, as well as true colour accuracy on all platforms and browsers. As this file is non-scalable (cannot be re-sized without image degradation) we supply several pixel width sizes which can all be imported into web pages 'size-is' for maximum image quality, resolution and colour accuracy.

(Your job).JPG - A hi-rez .JPG version of your logo artwork. This high-resolution file (300 dpi - dots per inch) can be converted and imported into most desktop publishing and word processing software that supports the tiff and/or .JPG format. This file can be re-sized (down) and be used as monitor friendly (RGB) or print friendly (CMYK). This pixel-based image can also be imported in popular image-manipulation programs like Adobe Photoshop for special effects. For more on files, formats, uses and possible conversions see our conversion charts in our logo design articles area.

Other formats available and included in premium and professional packages:

(your job).linear.EPS - A one tone (black) version of your new logo for use on faxes, invoices and other low-reproduction quality media. This logo is redrawn with this use in mind rather than simply converted in to a grayscale from the original source files. This enables the most-effective representation of your logo in a low-resolution, black and white use. This is also a Vector Based Logo with all the advantages that entails.

(your job).greyscale.EPS - A halftone (black) version of your new logo. This logo is recreated with tonal differences in mind. Sometimes, colors that contrast vividly with their neighbors, blend together when simply converted to black and white. Only through care full conversion can the original colour integrity of your logo be maintained in halftone.

Other Formats available at no additional charge: (your job).BMP, (your job).TIF, (your job).PDF, (your job).PNG. Please advise your TLF designer of format requirements at completion of your logo and we would be happy to supply these in addition to the formats listed above (some service charges may apply).

Other Formats available at minimal charge: (some are included in premium packages): The Logo Factory can also supply .SWF files (flat colour-matched Macromedia Flash format for rapid import into Macromedia Flash logo animations), fully layered .FLA. files (layered, separated and labeled colour-matched Flash source files that can be quickly animated using Macromedia Flash - All Flash formats are vector based and scalable for sizing on the web. The Logo Factory can also create Flash intro animation that can be used on websites and as screensavers.), animated .GIF files for non plug-in animation of the web. Charges for these formats depend on the complexity of your logo (contact our customer service department upon completion of your work for a detailed quote).

Q: Is this logo ready to use? Can I import it into various applications?

A: You will receive various formats that are ready to plug in to various applications, as well as deliver to service bureaus and/or printers for digital output and/or printing. Our designers and client support personnel are file-format experts, so any compatibility issues can be dealt with right away. (Certain file format creation may require additional production charges – please check with your designer).

Q: Once I have my final artwork, can I edit or modify it myself?

A: Yes. IF you have the correct software. All our logo artwork is created in Adobe Illustrator so if you have access to this software, you can, in theory, edit your own files once you've received them. Other vector based drawing software like Corel Draw will also perform adequately. Professional design software is expensive however, and there may be some technical issues that you may not be aware of. If you wish to edit your own files, we suggest that you consult with your designer or work with someone experienced using the required applications. You can read about our staff logo software picks here.

Q: What happens if I lose my files and/or artwork?

A: We archive ALL our design work, so we can always retrieve your designs should you lose your material. There is a $75 un-archiving fee for this service, so we highly recommend TLF clients purchase back-up CDs and/or purchase an online storage contract from our sister company The Logo Mechanics. For an initial modest investment, you can be assured of instant access to ALL your file formats from any browser.

Q: What is the procedure should I not 'click' with my designer, or they cannot seem to deliver designs that match my 'vision'?

A: In the unlikely event that the designer assigned to your project cannot create a logo that you feel is appropriate we simply assign another of our logo designers. While each of our on-staff designers is fully experienced in logos of ALL types, they also have very unique personal styles and vision. Because of the diversity of our designer's styles, we can usually form an effective 'match'. Our client support personnel are also available to assist any clients with matters due to billing, scheduling and delivery of your final material. TLF Creative Director Steve Douglas, is available to consult with any clients at any phase of the project. Of course, during the initial phase of the design process, you can rely on our Logo Design Service Guarantee.

Q: I noticed that some design firms on the net offer faster delivery than The Logo Factory. Why can't you deliver my logo in a shorter period of time?

A: Not sure why spending less time to create a logo is used as a sales pitch. Doesn't matter how super-duper anyone claims their designers are. Design still takes time. We offer faster turnaround on our premium packages (Professional Package , Professional Plus, Gold Bundle and Platinum Bundle), as these packages permit us to add more staff and studio resources to a project in order to get it completed in a quicker time frame. With our less expensive packages (Entry, Entry Plus), we still spend the same amount of overall time, but the project is scheduled into the normal ebb and flow of our studio. If we wanted to tackle your project as a 'competitive sport' we could speed it up. We could accomplish this by spending less concept and design time on your project. Or, we could farm out your project to freelance designers. It's just that with all aspects of design - faster is not necessarily better (in fact, it usually isn't). Our premium packages do feature faster turnaround times, but in order to spend the adequate amount of concept and design time, we have to juggle schedules and allocate studio time right away. On our Entry Level packages, we still spend appropriate concept and design time on your project - it's just spread out over a longer overall calendar period, and scheduled into the normal ebb and flow of our studio and designer schedules.

If we were to try and shorten our delivery time, like our competitors, we'd be trying to rush the creative process (a bad idea) or, recycling previously rejected designs created for previous clients (much worse idea), or utilizing a network of freelancers who'll 'compete' for your project. When a company you utilize uses anonymous freelancers, you are NOT assured of even the most basic copyright protection (if the service you're using and the designer have a falling out, your logos and any design work may become the collateral damage of their squabble). During an internet squabble a few years ago, it was revealed that one of the largest logo companies has passed off other people's logos (including the Xerox 'X' trademark) as their own. Their reason? Because they are 'so big' and move through client's projects 'so fast'. They claimed that they "didn't know" they were selling other people's property as theirs. Not sure the clients who had purchased these icons would be understanding.

Too, because you really don't know WHO you are working with, anonymity means that your designer cannot be tracked down, should design or (shudder) trademark problems arise in the future You may even realize the designer has sold your nifty new logo to someone else, or horror of horrors, sold you a logo that belongs to another company. Lawyers love that stuff. All designers at The Logo Factory are contract, in-house staff, so TLF can, and does, transfer ALL ownership rights to you once the project is finished For more information, see our McLogo article.

Q: Some design sites advertise 'unlimited revisions' to my choice of logo. The Logo Factory does not advertise this feature. Why?

A: Anyone who advertises 'unlimited revisions' is is being a little disingenuous, promising you the moon, to get you to sign on the dotted line. (Read about The Myth of Unlimited Logo Design Revisions). What does unlimited revisions mean - 100 revisions? (no, more) 1000 revisions? (no, more) - it means just that - unlimited. They promise that you can change this logo from now till doomsday. Your grand kids can be altering this logo concept - trying to get it right. Sounds kind of goofy, doesn't it? (not to mention, a promise that's impossible to keep). With our Gold and Platinum packages we simply tell clients that we'll revise any logo project 'within reason'. This concept has served is well since 1996, and everybody tends to know what 'within reason' means. Besides, if a logo isn't working after a tweak here and there, it's never going to be forced into a form that you like. Regardless of how many revisions. Better to start again, with a true professional. And obtain a logo that can be altered into a acceptable form in two, or three revisions.

Q: Some sites offer a money-back guarantee. I didn't notice that on your site?

A: The Logo Factory offers a limited logo design service guarantee. We just don't trumpet it in a gold starburst on our home page, hoping you won't notice the fine print. And let's take a look at the 'fine print' of another company's '100% money back guarantee'.

One the home page:
We guarantee your full satisfaction or your money back.
The Fine Print:
There is a $75 administration fee for all the refunds.
The refund policy will not take effect:
1) If you purchased a "Special Package"
2) If you have approved your logo.
3) If we have began working on one of your samples and made more then 3 changes for you.
4) If the company we are making the logo for closes, changes their name, or their activity.
5) If we do not hear back from you for more then 6 months".

Pretty well the same as our limited guarantee but like always, The Logo Factory is up front about everything regarding our company, and our services. Under certain conditions we will issue full refunds, in certain cases we can't. Just like everybody else. For all the details, visit our terms & conditions page.

Q: Does The Logo Factory use 'Clip-Art'?

A: Absolutely not! The use of clip-art is forbidden in The Logo Factory studios with ANY design project - in fact we boast a strict Clip Art free zone. We also do not use so-called what are often referred to as 'Pre Made' logos, Recycled logos (rejects from previous design projects) or DIY logo generator software. All our projects feature custom logo development and are built, by hand, from the ground up. Other companies that you may find on the internet may not be so original.

Q: Can I purchase a logo that's featured in your design galleries?

A: Generally speaking no. The majority of logo samples featured in our graphic design portfolio are examples of logos that we've created for past and current clients, belong to them, and are protected as copyright, trade or service marks. Occasionally, we'll feature logos that are available for purchase and they will be denoted as such. Once these logos are purchased, their availability will be changed, or removed from our galleries completely. We also offer a selection of free logos in our Morgue Files that you can download (though it's not recommended that you use any of this art as a final logo without some heavy-duty customization, as our free artwork has been downloaded by thousands of other people).

Q: Does The Logo Factory use logo templates?

A: No. Logo templates are an exceptionally bad idea (read how we ended up purchasing a logo that we designed from an online logo template site). The idea of using the same logo that other companies are also using runs contrary to the very idea of an effective logo design and identity. This also applies to any so-called logo generator websites who will actually claim things such as No clip art (that's EXACTLY what it is), 'Over 5,000 unique logos' (it's a library of second rate logo rejects and there is NOTHING unique about any of them. In fact, they can and/or have been downloaded for multiple companies). The simple truth is that these 'solutions' are woefully inadequate for any type of professional presence.

Q: How many revisions and edits to my preliminary designs are allowed?

A: The Logo Factory is committed to providing you with the best possible company logo, as well as design experience to our clients. In order to make the design process as stress-free as possible, there is no fixed amount to the amount of design revisions and edits we, and our logo designers, will commit to in our Gold and Platinum level packages. We simply tell clients that we will continue to edit and revise 'within reason' until we create the logo desired. On certain graphic design projects we can create the 'perfect' logo in the first round, while others will take longer. This allows us to spend more time on the more difficult projects. With our extensive experience in creating corporate logos, our team can generally guide clients through the design process without this ever becoming an issue. Due to the Entry Level economic pricing there are design caps and certain design restrictions, but generally speaking this never becomes an issue.

Q: Can I purchase one of more of the logos created during the design process (in addition to the logo I finalized)?

A: Yes. Many of our clients often purchase one (or more) of the preliminary designs originally proposed. The purchase price of one of these other designs is $150.00 and includes file format setups and ownership transfer.

Q: If I choose to hire The Logo Factory, I still want to keep my business concept under wraps. Does TLF sign NDA's (Non-Disclosure Agreements)?

A: Yes. Many of our corporate logo design projects are undertaken for large corporations who plan product and company launches months in advance. In order to work on their design projects, The Logo Factory sometimes needs access to proprietary information which our clients wish to keep as trade secrets. Accordingly, when we're asked, we're more than happy to sign client-supplied non-disclosure agreements or similar contracts. Amazingly, many other design companies will not sign NDAs as farming you details out to their freelance designers is part of their business and they cannot agree to keep your details private.

Q: I run a small web design firm and would like to offer logo services to my clients. Does The Logo Factory work with our design studios?

A: Absolutely. Since our inception The Logo Factory has worked on corporate logo projects for graphic design studios, web design companies and small business marketing agencies under a reseller arrangement. When you're a member of our Team TLF program, we can work on your logodesign projects for your clients while remaining completely transparent in the background. It's almost as if you have a virtual art studio without the expense and overhead of starting one up. Under our Team TLF program, qualified resellers can resell our services at whatever rates they wish, while receiving discounted pricing and expedited scheduling at the studio. See our Team TLF design reseller area for more information.

Q: Does The Logo Factory perform other design services?

A: Absolutely. Integrated corporate identity is our primary business philosophy and extends to brochure design, presentation folders and flash logo animation. Many of our clients use our other services because of our rates, experience, and familiarity of their logo and/or requirements (read about our graphic design services here. Your logo will also be stored in our archives so it is a snap for us to create other artwork without any conversion and/or compatibility problems. Once clients become accustomed to our Factory Floor client page in-progress review sections, this is the most convenient and time-saving method of dealing with designers. We often have returning clients who have taken their digital files to local printers, or other design firms, and been disappointed in quality and/or service and enlist The Logo Factory once again to finish the task.

Q: I'm interested in having The Logo Factory perform some design work but don't see a 'service' listed that describes my project. Can I get a custom quote?

A: Absolutely. Send us some information via our custom design quote form and a representative will get back to you as soon as humanly possible.