Design Glossary - logo design terms & definitions.

You may be new to the logo design process, working with a designer on your new artwork. There may be some terms and design concepts that you're unfamiliar with. Not a problem. In this Design Glossary, we'll give you an overview of design phrases and terminology in layman's terms so that you can quickly understand our website, design pricing or design process. For more detailed look at the design process and logo design in general see our Library to read a series of logo design articles. You can also check out our new knowledge base.

Source File
The original logo artwork file, generally a Vector based image created in Adobe Illustrator (or other Vector based drawing software), from which all other image types, resolutions and formats can be created. Generally has the file extension of .eps or .ai. For maximum clarity and color accuracy when converting logo designs into various file formats, all TLF logo design projects utilize Vector based files as the starting point, or source file, for any Pixel based images. See our logo software picks for more information on required software.

Logotype
From wikipedia: A logo (Greek - logotipos) is a graphical element, (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo's design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority.[1] The logo is one aspect of a company's commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other, non-commercial entities.

EPS File Formats
Encapsulated Postscript (.eps) files are the Vector based source files of ANY logo design or logo repair projects at The Logo Factory. This is a editable and scalable version of your new logo from which we can create all other formats and image types. Editing of this file generally requires a Vector based software (Adobe Illustrator is the choice of The Logo Factory logo design experts) but an .eps file can be imported and printed by a variety of publishing and office applications. This file format has your logo Pantone Matching System (PMS) or CMYK color values embedded within so this is the file that your print shop will require. We consider this to be a professional file - one that requires a little knowledge and/or software to open and edit.

Outline Fonts
Whenever the artwork files for company logos (ie: .eps files) is opened in a computer graphics program such as Adobe Illustrator, the computer must have access to any fonts contained in the artwork. If the fonts are not available, the results can be unpredictable. In order to avoid this, any fonts that are contained in your logo are converted to vector based shapes. This allows anyone to open the artwork files, whether or not they have the fonts installed, and the logo artwork will remain consistent. Fonts converted to vectors based shapes are referred to as outlined fonts. Outlined fonts are not editable by typing new letters, but are only editable as artwork - like any vector based images. To properly edit the text in logo that features outlined fonts, your designer will have to replace the text completely. In order to do this, they will have to match the font, install that font, and then perform any editing required. This new text can then be outlined for maximum compatibility.

Vector Based Artwork
A Vector based image is the raw source file of your logodesign, created out of Vector shapes, which can be filled with accurate color through the Pantone Matching System. Vector based images are the format for ALL business logos and logo repair projects at The Logo Factory. A Vector can be thought of as a shape made up of rubber bands that are wrapped around nails (vector points) pushed into a peg board. If the nails (or in this case points) are moved, the shape will change. This allows designers to be able to edit artwork. Vector files are also resolution independent, meaning that they can are scalable to any size. Vector based logo formats can be printed as Spot Color (see illustration 1) OR Four Color Process depending on your requirements and the number of colors in your logo. Editing Vector based art may require the use of a professional-level vector drawing program such as Adobe Illustrator or Corel Draw. If you have a low-resolution pixel-based version of your logo, it is possible to create a pristine set of new artwork by 'hand-tracing' the image using Adobe Illustrator or similar Vector based drawing program. While it's true that there are some automated logo repair solutions, the results are often unpredictable (as the software 'guesses' how the image is supposed to look) and the result can be very low quality. Often, editing the results of an automated Vector conversion can take longer that doing it by hand which is itself a fairly labor intensive process. Vector based files are included with ALL our logo design packages featuring either Basic or Full format bundles.

Pixel (raster, bitmap) based artwork
A Pixel based image is made up from a grid of varying colored pixels that when viewed from a distance form the overall image details. Pixel based images can be CMYK or RGB color palettes. Pixel based images are resolution dependent and must be prepared specifically for the usage planned. A 72 dpi Pixel based image can be used in electronic media (web) while a 266 (or higher) dpi image is required for print. Due to the number of colors required to create images (even logos that appear to be spot color - see comparison of the same logo below) most Pixel based images will require Four color Process printing, rather than the much more economical (and accurate) Spot color printing. Pixel based files are included with ALL our logo design packages featuring either Full or Basic Format bundles.

Pantone Matching System (PMS)
The Pantone Matching System (PMS) is a universal color matching system that allows designers and printers to match colors accurately regardless of the printing job required. Using this method of color matching allows you to select colors for your overall corporate logo design using a series of pre-mixed ink color swatches (similar to paint chips at the local hardware store) using Pantone numbers (usually referred to as 3 or 4 digit number along with the PMS nomenclature ie: PMS 366). Pantone colors also have different types as colors react differently on different printing surfaces. Any Pantone number followed by a C indicates that this color can only be matched by printing on a 'Coated' (glossy) surface. A Pantone number followed by a 'U' refers to an 'Uncoated' or matte surface. By using PMS colors in a logo, you can be assured that colors are uniform throughout all applications. These colors are referred to as Spot colors and are also an economical way of reproducing business material such as business cards, letterheads and presentation folders. Pantone color swatches are usually available at your local print shop. Note: PMS colors do not necessarily have a corresponding RGB (the color system used by monitors) equivalent so careful color matching is required when converting a PMS color to a web-safe format.

Four Color Process logos (CMYK)
While monitors use RGB (Red Green Blue) to preview full-color images (so type of color is not an issue), traditional printing uses CMYK (Cyan, Magenta, Yellow, Black) also known as Four color Process printing (or simply Four color). In this method of printing, the design is set up so that it uses percentages of the 4 base inks. These percentages are created using varying sizes and densities of dots - most noticeable in the low resolution printing of most newspapers. When these varying amounts of the 4 base inks are printed one over the other, the resulting variations will print as new colors. Rather than having the color tones premixed like Spot color inks, we are basically having the inks mixed 'on the fly' on the press instead. Four color Reproduction is generally more expensive than Spot colors and color accuracy is largely dependant on the skill and professionalism of the shop printing your material. It should be noted that the colors created by 4 color Process printing are not solid colors at all, but rather a series of dots (see insert above). This is most noticeable in the photographs reproduced in your local newspaper. Four color reproduction can utilize either vector based or pixel based versions of your logo (as long as the image has adequate resolution).

Spot color logos
Using premixed ink swatches (such as the Pantone Matching System), a designer, client or printer is able to select the exact color tones desired in a particular logo. This is very similar to selecting swatches of premixed paint to go on your wall at home. Your printer will take the file, and output a metal plate for each color. These colors are referred to as Spot colors. The plates are applied to the press, inked up with the appropriate color, and then the paper is run though the press, with one impression for each color. What comes out at the other side is your completed image. When working with your logo design, your designer can still add the 'appearance' of more colors by adding screens and tones of a particular Spot Color (see illustration 3). If handled correctly, this should not be a concern - it will not increase the reproduction costs of your logo, while giving the appearance of more colors than we're actually using. Spot color reproduction is generally more economical than Four color Process printing which requires four sets of plates, film and usually a larger press. Spot color reproduction is also more accurate in terms of color matching as the color values are absolute. IMPORTANT - Spot color reproduction requires a vector based version of your logo. Spot color logos will require careful color matching to be accurately converted into Four color Process format - required by many discount print shops who 'gang up' several print jobs in order to offer cut-rate pricing.

RGB (Red, Green, Blue) Colors
The standard color palette of electronic media. Colors are made up from percentages of Red, Green and Blue (monitor colors). RGB colors may not translate into CMYK colors accurately

Greyscale (Grayscale)
A black and white greyscale version of your design is a version that is made up of tones which are in turn made up from varying sizes of black dots. A greyscale version of your custom logo is suitable for BW print reproduction, resolution permitting (for extremely low-resolution BW printing - FAX cover sheets, checks, etc - it's probably advisable to utilize a linear version). This format of your logo can be either vector based or pixel based with the usual pros and cons (unlike a color pixel based logo this logo can be reproduced using one color printing). This type of image is most common in BW newspaper photographs.

Black and White Linear
A black and white linear version of your logo is a version that is made up of solid black. There are no half-tones (screens) or greys. This is the best type of logo for use on low-resolution reproduction (FAX cover sheets, Check artwork, etc). This format of your logo can be either vector based or pixel based with the usual pros and cons (unlike a color pixel based logo this logo can be reproduced using one color printing). A linear version of your logo can be reproduced economically on silk-screen items such as T-shirts, premium incentives, etc. Linear versions of your logo can also be printed using a colored ink. (click here for the case study & color version of the Papa's logo)

Bleed Printing
When any artwork is placed on a printed piece, and the artwork is located on the absolute edge of the paper, it is said to 'bleed', referring to the artwork 'bleeding' off the edges of the page. In order to get images, color fields or artwork to place to 'bleed', we have to print the artwork on paper that is slightly larger than the desired size and then trim it back. This can add cost to a printing job. In terms of letterhead & stationery design, this can be important as many desktop printers cannot print 'bleeds' but rather need to place a margin (sometimes as large as 1/2" around the artwork).

Resolution
Resolution can be defined pretty simply - the number of dots (pixels) per inch of any image (referred to as DPI pronounced Dee Pee Eye). This is particularly important when using pixel based version of your logo, where Resolution is critical. In print, if the Resolution is too small (lower than 266 DPI) your logo will appear 'fuzzy' as the actual pixels that make up the image will begin to be visible. On the web, if the Resolution is too high (above 72 DPI) the image will not preview correctly, and the file size will be larger than necessary (slowing download time). In terms of Resolution, it is NOT critical when using vector based versions of your logo. These files (ie .EPS) output at the highest Resolution available on the device being used, so for all intents and purposes the Resolution of a vector based image is unlimited.

DPI (Dots Per Inch) and resolution
Applies to the number of dots/pixels per inch (DPI or PPI) of a particular image. Pronounced Dee Pee Eye. Computer monitor resolution (ie: web sites) is considered low resolution (72 DPI) while print (ie: glossy four color printing) requires high resolution (minimum 266 DPI). Some print reproduction (ie: newspaper and newsprint) require medium resolution of approx 150 DPI. In this context resolution refers to the number of pixels per inch in a bitmap image (.GIF, .JPG, etc.). In digital formats, resolution is also referred to as Pixels per Inch (PPI). Images prepped for monitor usage are generally 72 PPI. Images prepped for quality print should be a minimum of 266 DPI (higher is often preferred). Pixel images can be reduced to meet resolution requirements (i.e.: a 300 dpi image can be safely converted to a 72 DPI image) but cannot be enlarged without serious image degradation (the image will appear fuzzy or pixelated). A 72 DPI pixel based image cannot be re-sampled to a 300 dpi image without ruining the integrity of the image. To prepare a 300 DPI image or your logo design usually requires access to a vector version of the logo, which can then be rasterized into a high resolution image. DPI does generally not apply to vector versions of your logo (unless in terms of film output) as for all practical purposes, vector logo formats have unlimited resolution and can be converted to any DPI pixel based images.

Preliminary Designs
The Logo Factory design process follows a series of steps or 'design phases'. When our designers review your Client Design Brief, or consult with you via phone or e-mail, they will create a number of logos based on the information you've provided and present them on your Factory Floor page. These designs are the initial concepts and design proposals, and are referred to as Preliminary Designs. These Preliminary Designs are considered a 'starting point' on your project and may, or may not, be the logo that you finalize with (preliminary logo examples for Fairy Tale photos shown). If your project is an illustrative logo design, these preliminary designs may be in the form of sketches. From this point, you may request more unique versions (depending on the particular package you've purchased) or modify one of these Preliminary Designs by requesting design revisions.

Unique Versions
The Logo Factory design process follows a series of steps or 'design phases'. When our designers first present preliminary designs on our Factory Floor, these designs are considered a 'starting point' on your project and may, or may not, be the logo that you finalize with. If none of the preliminary designs are to your liking, you may request more Unique Versions (depending on the particular package you've purchased). A Unique Version can be considered an additional round of Preliminary Designs - a completely different series of concepts and design proposals (the number of new Unique Versions depends on the logo design package you've purchased). Rather than performing Design Revisions, your designer starts Unique Versions 'from scratch'.

Design Revisions

The Logo Factory design process follows a series of steps or 'design phases'. When our designers review your Client Design Brief, or consult with you via phone or e-mail, they will create a number of Preliminary Designs based on the information you've provided. Once you've selected either a Preliminary Design or a new Unique version as a logo design that's 'almost' what you had in mind, you can then request modifications (Design revisions) to that design (see examples).
You can ask for font changes, design changes, move elements around, or request colour changes. These modifications are referred to as Design revisions. The number of Design Revisions available is dependant on the logo design package you've purchased. Any time that a designer has to post revised images to your Factory Floor page is considered a Design revision. and a Revision 'Round'. In order to avoid unnecessary Design revisions, we suggest that your consult with your designer throughout the design process. Once we've revised your logo into the version that you're happy with, you can then Sign-Off on the project. Your designer will be happy to help you with any design revision requests. You can read about our step-by-step design process here.