You Get What You Pay For

Posted on May 5, 2011 by Melissa Shimmin

I just had a long email dialog with a potential client who wanted a website developed along with ongoing maintenance. I finally got around to asking her what her budget was: $300-$400.

I just about fell out of my chair laughing.

$300 would just about get her a single templated page with no design, no SEO, no social networking integration. There might be time to slap together a banner with her logo on it. And perhaps a contact form to cut down on the spam. After that I would be working in the red.

Good design does not happen instantly. It’s a process.

There must be time for research: research about your market, your potential clients, your competitors.

There must be time to develop design concepts, and then thoughtfully edit and evolve them.

And then, once you have your concept (be it a logo or a website or a brochure) you go into production. Depending on the project, this can be the biggest block of time.

As we all know, time is money.

So you have to ask yourself: Is the company I plan to pour my heart and soul into only worth the $99 it cost for a pre-made logo that looks like everyone else’s (or $499 website) from one of those hack shops? Or does my company deserve a logo that shines, that sets it apart from the competition and wins new business?

And does my company need a website that helps it capture and connect with new clients? One that will grow and evolve as my business does?

You see, if you don’t invest now in the things that will build your brand and your business quickly, now, it’s unlikely you’ll survive. And if you do survive, you’ll find yourself having to spend even more money later fixing the mistakes you started with.

Who owns the copyrights to your logo?

Posted on August 25, 2009 by Melissa Shimmin

Did you know the artist or graphic designer who created your logo probably owns the copyrights to it?

Logo copyrights are secured automatically when the logo is created, or “fixed in a copy for the first time.” And the designer (or “author”) immediately becomes the owner of the design.

Unless your contract specifically states that copyrights are to be assigned to you, or unless you have a document drawn up that assigns copyrights at some later time, the copyrights to the logo you ordered up remain with the designer.

Many designers include verbiage in their contracts that assign copyrights, but just as many do not. I don’t normally include an assignment of copyrights for the logos I create. I like to know I have a little leverage if the client doesn’t pay their bill. I also like to have the right to use the logo on my website, or as part of my portfolio without special consent.

Of course, I do protect my clients’ logos as I would protect my own. And I happily assign rights at the request of any client, provided they have their lawyer draw up the necessary documents.

What exactly is a copyright?

The U.S. Copyright Office defines copyright as “a form of protection provided by the laws of the United States (title 17, U. S. Code) to the authors of “original works of authorship,” including literary, dramatic, musical, artistic, and certain other intellectual works.”

When it comes to design, copyrights aren’t just for logos. You’ll also want to secure the copyrights of any illustration or photography work created specifically for your company, as well the copyrights of your website’s design and any other printed materials.

For more information on copyrights, visit http://www.copyright.gov. Download Copyright Basics at http://www.copyright.gov/circs/circ1.pdf. For information on trademark law, visit http://www.uspto.gov/.

5 Great Ways to Extend Your Brand for Free

Posted on June 17, 2009 by Melissa Shimmin

So you just launched your new company, hired a designer to create a logo and business cards, and may even have built a website. Now what?

With the social media taking the internet by storm, you can build your brand the new-fashioned way.

Create a Facebook Page for your business. If you don’t already have an account, create one, then create a page for your business and upload that shiny new logo. Begin connecting to friends and family who might be (or know) potential customers. Post regularly to your business page. As your network grows, so will the reach of your brand.

Create a Twitter account and profile for your business. Create (or have your designer create) a custom background for your profile that utilizes your logo and upload it. Alternately, adjust the colors of your page to coordinate with your logo and/or website. Follow people who are potential customers, competitors and colleagues. Post regularly.

Create a blog. Hey, you’re here reading mine. Why not have someone read yours. Coordinate colors to your look and feel. Or have your web designer customize your blog and/or add your blog to your website. (Yes, I know, I’m just like the shoemaker whose children have no shoes! My blog should better coordinate with my identity. If I wasn’t spending so much time writing my blog, I might have time to design it!)

Everything old is new again.
Traditional ways to extend your brand can be applied to web marketing as well.

Write a press release. This isn’t new, but it’s still very effective, particularly when you’re looking to reach a highly targeted market. Send your press release along with photos of your products, your storefront, your logo and/or you to both online and traditional print media outlets. While you’re at it, add a press section to your website where you can post regular press releases along with downloadable photos and logos for the media to use.

Create a newsletter. Monthly email newsletters promote and extend your brand while keeping you connected to customers. Build a list via your website. Include informational content like ‘tips & tricks’ or promotional offers that are helpful or beneficial to your readers.

Understanding Logo File Formats

Posted on May 20, 2009 by Melissa Shimmin

OK, so your logo designer has sent over your final (digital) logo files (note the plural – you should be getting more than one file format) and there’s a bunch of them that you can’t open up or view. Whatever you do, don’t throw them away!

First, file them in a place where you know you’ll be able to find them later. Second, back them up some place else.

Basic Formats You’ll Want:

.ai
.eps
.gif
.jpg
.png

The right file format for the job
Some file formats are for print, some are for screen media (the web, powerpoint, etc.). For the best visual quality, you’ll need the right file format.

Print formats
An .ai file (Adobe Illustrator) or Illustrator .eps file is the first file format you’ll want. You’ll need this for your business cards, letterhead, print advertising and marketing materials, etc. These are vector file formats, which means it’s fully scaleable.

Not all .eps files are created equal
You can create .eps files in both Photoshop and Illustrator, but only Illustrator (vector) files in which the art is outlined may be scaled up. Scaling up a Photoshop .eps file will mean a loss of print quality. (Either may be scaled down with no loss of quality.)

Both .ai and .eps files may be imported into design programs like InDesign & Quark. .eps files can also be imported into Word docs with varying results.

.tif files may also be used for print, much as a Photoshop .eps file is used. .tif files are not vector-based and will lose quality if scaled up.

Web formats
On the web, use a .gif if your logo uses a lot of flat color; use a .jpg if your logo has gradients or shading of some kind, or lots of color. Use a .png (with a clear background) if you need your logo needs to overlay a background image.

The web, however, is less fussy than print, so if you only have a jpg, even though a .gif file might be more appropriate, go ahead and use it.

Other Media
Signage – your sign-maker will want a vector-based file for creating signage. Send him your .ai or Illustrator .eps file.
Banners – vinyl-cut banners also require vector-based files; for printed banners .ai or .eps files are recommended, but other file formats may also be used presuming they are high enough resolution.
Powerpoint – Use a .gif, .jpg, or .png file. Experiment to see what works best with your particular logo.
Word – .png files seem to cross platform the best, but you may find that an .eps file prints better. Make sure your .png file is high enough resolution, at least 200 dpi at full size.
Tee shirts – When silkscreening, you’ll want vector-based files (.ai or .eps); for digital printing on shirts (like those found at Café Press) you may need a .png or .jpg file, typically at least 200 dpi at full size.

Resolution
Hopefully your file formats will be delivered in the appropriate resolution. 300 dpi (at actual size) is recommended for offset printing. Digital printing may only require 200 dpi, although 300 dpi is better. Images for the web and other screen media should be 72 dpi.

Shimmin Design

graphic design + web design + branding

Tag Archives: logo

You Get What You Pay For

Who owns the copyrights to your logo?

5 Great Ways to Extend Your Brand for Free

Understanding Logo File Formats