What Most Designers Don’t Consider With Logo Design


A logo for a business is a critical component for branding and every business, no matter how small, needs to brand themselves. You may only brand yourself locally, or you may brand your business regionally, nationally, or internationally, however, your logo is a vital part of your company image. Therefore, a lot of thought should go into this process. Logo Design is not slapping your business name under a piece of clipart. Clipart should never be used in a logo, as everything should be completely custom and unique. There are many “graphic designers” who claim to be designers with years of experience; however, many only have what I call tinkering experience. They have played around with Adobe Photoshop or Illustrator and think they are now graphic designers. That would be like a nurse who has a few years of experience saying, I think I’m going to be a doctor tomorrow. You will know amateur designers if they offer some kind of ridiculously low rate such as $100 for 5 designs or anything unreasonably cheap. With these cases, you will get regurgitated designs which either use stock clipart or rejected designs from past clients. Just know that great design and effective ad layouts take time.

When designing a logo there are many aspects such as color combination, to keep in mind to create a visually appealing logo and most experienced graphic designers can do a decent job with this. However, I want to make light of a few key areas that most inexperienced graphic designers fail to take into consideration when designing logos for companies, which can cost the client dearly in the future with increased or ineffective printing costs.

Key Logo Design Elements That Most Graphic Designers Fail To Consider

  1. Height and Width of Logo – You have to think of how logos are used for business. Logos are printed on apparel, letterhead, business cards, promotional products, brochures, postcards, etc. In my days the the graphic design business, I have seen many logos that are very wide or very high. And while they may look great on the computer screen, don’t forget to think about the practicability of that height/width aspect. When doing printing on most items, there is a maximum imprint area and if your logo maxes out on width way before it maxes out on height, it will print very small. Sticking with a square, circular, or small rectangle, will help to make sure the proportions of the logo print well on most media.
  2. Logo Colors – You can get really crazy with colors in a logo and use many different color that make the logo look great. However, is this the practical thing to do? When printing on paper products such as business cards, letterhead, brochures, and postcards, full color is always an option. But what about printing newspaper ads or printing on promotional items? Full color is not always an option, and if it is an option, it can be much more costly. If you choose to have a full color logo design, make sure you have a version designed that can also be used to print in a spot color form as well as a black/white version.
  3. Small Details – Logos can be designed with great detail and look amazing; however, what happens to those details when your shrink the logo down in size. If you plan on printing your logo on products such as promotional pens or other promotional products, will your logo lose detail at small sizes? Really detailed logos will actually bleed together when pad printed or screen printed if they are printed too small. So really think about the long term aspect of your logo. Ideally, the simpler the logo the better. Look at some of the big brands such as Apple, McDonalds, or Nike. All of their logos are incredibly simple, yet very powerful.

During the logo design process, I urge you to think about all of the future issues you might have with actually printing your logo. Will the shape of your logo fit on most items that you will print in the future? Are you willing to pay more in printing costs should your logo be full color? Will your logo print well at small sizes? Good designers can design nice looking logos, but only great designers can create both beautiful logos AND practical designs.

If you want great Logo Design, check out some of the packages below:

Basic Logo Design Package

$195 Basic Logo Design Package -3 Unique Designs-Up to 2 Revisions of Selected Design-Supplied in 5 Popular formats (.eps, .ai, .pdf, low res .jpg, high res .jpg)-1 artist working on your project

Bronze Logo Design Package

$295 Bronze Logo Design Package -4 Unique Designs-Up to 2 Revisions of Selected Design-Supplied in 5 Popular formats (.eps, .ai, .pdf, low res .jpg, high res .jpg)-Business Card Design with your new logo-Black/White version of logo-2 or more artists working on your project

Gold Logo Design Package
$495                                      Gold Logo Design Package      -6 Unique Designs
-Up to 2 Revisions of Selected Design
-Supplied in 5 Popular formats (.eps, .ai, .pdf, low res .jpg, high res .jpg)
-Business Card Design with  1000 full color business cards
-Letterhead Design
-Envelope Design
-Black/White version of logo
-Style Guide
-2 or more artists working on your project





















The Other Day I Was Drinking and Driving


Whenever you want to put out a product that has your business name on it, you should always think it through thoroughly. You should always think about how your customers and potential customers will view them. You have to put aside your knowledge of your specific industry jargon and think like a customer. In a way you have to dumb down your thinking, because in most cases, your customers don’t know nearly as much about what you are selling or offering as you do. Design is one of the most important factors for any marketing piece. It doesn’t matter if you are thinking about business cards, brochures, banners, promotional products, newspaper ads, posters, or a new logo design, you should always have a layout that is both visually appealing AND effective. Both must be present for it to work. Your small investment in graphic design will pay off big dividends over a poorly designed ad.
Design of Pepsi Max Bottle
Now, this isn’t necessarily graphic design, but it is a form of design. I needed a little pick-me-up a few days ago, so I stopped at a convenient store and bought a Pepsi Max. They have a fair amount of caffeine in them, and that is just what I needed on that particular evening. So at first I didn’t really think anything about it until I pull into my kids school and I’m taking a drink and notice that people are staring at me. Then it dawns on me that this bottle looks just like a beer. So there are now several of my kids parents who now think that I go around drinking and driving. As I thought more about this scenario, I started thinking about how often I pass by police officers, Sheriff deputies, and State Troopers. What are the chances that they mistake this bottle as a beer? Drinking from that bottle just made me a bit self-conscious while driving. At home or work, it wouldn’t be a big deal.

The above story is just a real life example of how you have to think about your design. In this case, it was the design of a bottle. In the case of most day-to-day business applications, it would deal with graphic design. Make sure you have professional designs on all of your business literature and giveaways. Your business image is extremely important for the success of your business and that is one area that you should not be cheap.

Elections – It’s All About Name Recognition

Full Color Yard Signs

Full Color Yard Signs

Well, as the GOP Primary Debates go on, we get closer and closer to that big November election. Not only will there be the presidential election, but many other political positions tag along on this ballot. I talk to a lot of people in my daily course of business activities. This include business owners that I meet at the Chamber of Commerce, clients, friends, and church members. I don’t talk politics a lot, but when the topic is steered that way, I will engage. I have noticed that a large amount of the people voting don’t really know a whole lot about any of the candidates. In many instances, it comes down to name recognition. If you are running for a political office, how many people will recognize your name on the ballot over the competition? It’s a sad truth, but I believe it to be true.

Vanderbilt University actually did a study about Campaign Signs and used the fictitious name, Ben Griffin, as a candidate. This name was printed on a few political signs and placed in the yard of a few homes that were near a local elementary school. They had determined that about half of all school traffic would pass by these signs with the fictitious candidate. Three days after the signs were posted, a survey was conducted with the parents at the elementary school in which they were asked to select their top 3 choices for the county’s council seats. Five of the choices were real candidates and 2 were fictitious. The 2nd fictitious candidate was not advertised in any way and used as a control group. Approximately 24% of survey respondents selected Ben Griffin in their top 3 choices, while only 14% selected the non-advertised candidate. This 10% difference is huge when it comes to elections, particularly those with more than two candidates.

So imagine the effectiveness of political yard signs if you saturated your zone with signs with your name on them? For a bigger impact, think about using FULL COLOR Yard Signs and stand out from the competition. Bumper stickers are another really inexpensive way to have your name shown all over town. Don’t forget about using vinyl banners. They are inexpensive and make a big impact. It’s all about name recognition for many people, so make sure you get your name out there.

Give Perfect Imprints a call at 1-800-773-9472 for all of your political campaign items. We are experts in marketing and we can certainly market your name and help you to be elected or re-elected.

Branding Checklist For Small Business



So some people ask, “What is Branding?” Steering clear of any cattle, branding in business simply means the identity of a business or product. A well know example would be Kleenex. Kleenex has done such a great job of branding that many people don’t say, “I need a tissue,” but they say, “I need a Kleenex.” Kleenex is the name of the product; but it is now interchangeable with the type of product it is.

A top priority for any business should be to create a unique branded image and protect that image at all times. This means that any time you print business cards, brochures, promotional products, produce videos, post on social media, create custom apparel, or do any other forms of marketing, you should stay consistent with your brand. You have many competitors both locally and online that offer the exact same service, so how do you differ from them?

Below are 3 key points to use as a simple and easy checklist to make sure you are staying true to your branding when doing your marketing.

  1. Always use your logo. Think about how many people know the McDonald’s arches. Better yet, think about how many people DON’T know what the McDonald arches represent. While you may be a small business and your logo won’t be recognized nationwide, it will be recognized within your local business region if you brand it properly. Don’t skew the proportions of your logo and don’t change the colors. Sometimes you have to print black/white and that is okay. The ultimate goal is for people to be able to recognize your logo without having the business name printed below it. That’s successful branding!
  2. Stay true to your company colors. Most companies have certain colors used with their logo and their marketing theme, which is great. When possible, always use the color combination in both your marketing products and when printing your logo. This consistency of color branding reinforces your brand.
  3. Develop a tagline that highlights why your company is different from competitors OR a tagline that is catchy or funny and represents the mood of your company. Always use your tagline on any printed products.

Overall, the main theme to remember in branding is consistency. Always keep a uniform look and make sure your employees understand this as well so your branding comes across consistent in all forms of communication. Over the long term, your branding will pay off big time and your company will have a much better recognition with not only your current clients, but also with potential clients who have yet to use your products or services.

Meet The Perfect Imprints Team – David Dennis

David Dennis

David Dennis

David Dennis started with Perfect Imprints in July of 2012 and has fit in perfectly helping not only our existing clients but also new clients to take their marketing efforts to the next level.

David comes to us with a B.A.in Studio Art from the University of West Florida and has over 15 years of graphic design and illustration experience, along with extensive experience in sales and customer service. David’s background has prepared him to enrich the customer’s buying experience from first contact and art preparation, all the way through production and delivery.

He truly cares about the satisfaction of his clients and has a desire for all of their marketing campaigns to be as successful as possible. Not only does he bring a unique creativity, but he has a strong work ethic and goes above and beyond to service his clients.