File for Safe Keeping

What's the most important piece of advice I'd give to my clients? There are so many great ones

- Never settle for less than what you want. Your designer can't tell if you're not happy with the design unless you tell us. Even if it takes a week longer to achieve the perfect result. Rather delay a launch than have a less than perfect image.

- Take the time to understand the processes. Know what it is that you require from your designer and printer before you attempt to brief them. More often than not mistakes are caused by incomplete briefs. If you don't know, ask until you do understand and can visualise the completed project.

- Always protect your company's identity. Take every opportunity to further your brand's excellence. Always make sure that you follow your corporate identity. The correct font in the correct colour at the correct resolution. If your colour is royal blue, make sure that the printed colour is royal blue...not sky blue, darkish blueish blue, in between blue colour. Granted, with the various printing processes it's hard to get the colours spot on every single time. Spot on is always first prize. But 'as close as possible' is sometimes necessary.

Which brings me to the most important piece of advice - keep your files safe. Know the difference between your files. What am I on about? Well. You've commissioned a corporate identity. The full tooty. Logo, business card, letterhead, folder as well as a brochure! You've splashed out! The designs have been approved and your designer has emailed you the final versions of your artwork. They've probably sent you PDF's and JPEGS and GIFS and PNG's....probably more file types than you expected! And then there's the original artwork that you can't open because you don't have the design software installed on your computer. How do you know which file is for what purpose?


PDF'S: I call these the holy files. Hold onto them for dear life. If you own a safe - these are the files you want to burn and store in that safe! PDF is an acronym for Portable Document Format. Let's skip the technical stuff (maybe because I'm not sure I could explain it all!) and move onto the why and what for. PDF's are created from the original vector design files. They are
• the most convenient type of file for exchanging artwork because they are vector based files that retain a high quality for printing,
• able to be opened by a number of different design software programs, but are
• compressed to a convenient file size.

Ergo, PDF's are for printing. If your printer or new designer ever ask you for a logo, you should send these PDF's as they can then work with the highest quality from the get go. Whenever you're requested to send a logo for something to be printed, send the PDF.
As always, life is not always that straight forward. PDF's are not limited to only vector files. So some of your files might be JPEG's that have been saved as PDF's to save space...What I can tell you, is that PDF's are still the better option to send to anyone.


JPEG's: These are the files you'd most commonly use in-house. JPEG stands for Joint Photographic Experts Group....(which I just Googled because I didn't know) What I do know is that JPEG's or JPG's are flattened files. A JPEG is a standardised image compression mechanism. JPEG is designed for compressing either full-colour or grey-scale digital images of "natural" (real-world) scenes.
It works well on photographs, naturalistic artwork, and similar material; not so well on lettering, simple cartoons, or black-and-white line drawings (files come out very large). The awesome thing about JPEG's is that the degree of compression can be adjusted. The greater the compression the lower the quality of the file and the smaller the file. Therefore it's easy to judge the quality of the image by checking the file size....mostly. When you need to send a photographic image, you'll be sending a JPEG more often than not.
Imagine for a second that your logo was 3 overlapping red, pink and blue circles on a white background. When your logo is flattened/compressed as a JPEG there would no longer be 3 overlapping circles. It would be one flat file showing one image of these overlapping circles. Because the file no longer consists of separate components, the file is smaller due to compressing/flattening. This compressing reduces not only the size of the file, but the quality of the file too. Not great for logos.
When your designer asks for your logo, try not to send the jpeg. They'll be limited by the flatness and wouldn't have as much room to work within. Imagine that your flattened tri circle logo appears with a white background. If you only ever wanted the background to be white - no real problem as long as the file is as large as the medium you need it for. However, if you wanted to overlay your tri circles onto a yellow background, you'd be stuck with a logo in a white block on a yellow background. Sure, your designer is smart enough to know how to solve this problem but it'll take them time to fix the problem. Time equals money which you'll receive a bill for.
So what do you use the JPEG logo for? Online files - logos for your web designer, uploading your logo online, electronic letterheads that will only be emailed, electronic files that will only ever be viewed on a screen. Internal files that don't need to be the best quality....though that statement in itself should dissuade you from even considering it. Remember, your brand should always be the very best quality!


GIF's: GIF's are most commonly used online. GIF stands for Graphic Interchange File (I actually do remember this one!). Images can also be saved as GIF's though they are lower resolution. Because they're lower resolution, they are smaller in size which is perfect for websites which need to display quickly. Generally speaking, the fewer colours used in the image, the better the GIF would work. You could then capitalise on the small file size. I find that I usually create email signatures as GIF's.


PNG's: PNG stands for Portable Network Graphic. PNG is superior to GIF in that it has better compression and supports millions of colours. Whenever I want to create a small, flat file with a transparent background I save them as PNG's. Remember that hypothetical tri circle logo....this would be a solution should you want to overlay it onto that yellow background. However, I would only ever use them for electronic and online files.

Quite a mouthful? Yes, indeed....(another excuse to find a knowledgeable designer to help guide you through the uses) so in parting, I can tell you that a JPEG, GIF and PNG can easily be created from a PDF. A PDF and vector file can be created from the others but not quite as easily. Try to always use and send the PDF unless you are sending a photographic image or have specifically been requested to send that file type.

Don't try this at home...

Let's clear this up once and for all. There are many many things that I believe should be tried at home as personal DIY projects. And there are many many reasons why Logo Design and Graphic Design is not one of them...

I can't count the number of times I've been asked to use a poorly designed logo that was created in Word or PowerPoint and create a business card, brochure, website from it...Or have a DIY business card printed....Granted I could make a living out of the number of PowerPoint 'logos' and 'business cards' I've had to fix in a last resort to supply a print ready file to the printers.

But to save you time and the inevitable, here are a list of reasons why not to attempt your own logo or business card using PowerPoint, Word or less than basic Photoshop skills:

72 dpi

1. The image will need to be 300dpi - dots per inch. PowerPoint is primarily a presentation program which is viewed on screen at 72dpi. Word is a (oddly enough) word processing program that focusing on formatting words and letters. So think about it, why would you use a word processing program and a presentation program to create a visual identity? Don't do it.

2. Your image needs to be in CMYK (Cyan, Magenta, Yellow, Black) to be printed at a Litho (Lithographic) printers. Should you need 500 cards or more, Litho is more cost effective and is always the more accurate printing process when compared to instant Digital Printing. When printing on paper, you should stick to CMYK or Spot Colours. Screens are viewed as RGB (Red, Green, Blue). Ergo - a presentation is viewed on a screen and therefore your presentation program (PowerPoint) will use RGB. Word focuses on documents containing many many words...which are usually in black and white...no real concern for images or their colours...RGB. Word and PowerPoint work in RGB. Don't do it.

3. Unless your document has a generous amount of white space all around the edges, your document will need BLEED. After your business card is printed it will need to be cut....by a guillotine....that often doesn't cut completely straight. Imagine trying to cut a stack of 20 sheets with a pair of scissors - your cut pages will not be the same size. Guillotines are a million times better than scissors and reduce the error to a micromillimetres. Which might not seem like much, but when you were wanting a slick, elegant black business card you do not want white outlines to your cards. Word and PowerPoint don't give you the option of bleed. You could think out of the box and fake it but even after 10 years of experience - I don't have that kind of patience.

4. Just because you own a copy of Photoshop does not mean that you have 4 years of training and 10 years of experience in the ins and outs of the programs capabilities. Did you create a document at 300 dpi? Did you include at least 3mm of bleed? Will your text print as crisply as possible when you flatten and save it as a Jpeg? Don't do it.

5. And considering all of the above and quite a few secrets that are only ever learned through trial and error, you'd still like your logo or business card to be well designed with a professional look.

You could settle for a business card that looks like this


So what do you do? Invest in professional design programs at around R10k a pop, a basic 3 month course to learn to use the programs and wait for your printer to reject the design because they didn't cover pre press tricks and tips in your course.

Or you could hire an experienced designer who will put energy, focus, creativity and experience into designing a beautiful and appropriate logo, business card, flyer or brochure using the array of professional design programs at her disposal...and that are accepted by ALL printers around the world.

Save yourself time and money and focus on what you do best - running your business and selling your product.

And be proud to own a logo like this one for Alison Channing Architect




http://www.leolovesdesign.co.za

Design advice for your start up company and new business...

START UP COMPANIES AND NEW BUSINESSES.

So you have a BRILLIANT idea that just HAS to be done....I know that feeling very well. You've bounced the idea off of everyone you know and trust and they all agree that you have a winner? You've written your business plan and it still seems viable even after your marketing projections? You've secured the funding or have funded the idea yourself (it's that good an idea!)? Now what do you do?

WELL, LET'S START WITH A LOGO...

You're product needs a brand. Whether you're baking the best darned brownies Nigella will ever dream of, or built the next great social marketing site that will surpass Facebo..you know who; your product will need a brand. A visual representation of all that your company and product stand for and everything they hope to achieve. An instantly recognisable symbol emblazoned on every possible medium. Don't stop at just your business card. There's the letterhead, the company shirt, the car, the flyer, the back of the envelope, the website, brochure, billboard, aeroplane, cellular network, space travel...perhaps I'm getting ahead of myself.

Hire a professional designer who knows how to take your brief, understand your brief and interpret your brief correctly. A professional designer with tertiary education and years of experience in honing a fitting logo. A designer who has invested time and money on industry standard software that is accepted by all print houses. And lastly, a designer who is as excited about your product as you are.

AND THROW IN A BUSINESS CARD...

Using that logo as inspiration the same designer can create a unique and customised business card design for you. A business card is usually the first physical introduction to a company's corporate identity and brand. You want to be proud of that design. You also want to be able to take the artwork for the card and send it to any printer without any mishaps.

WE'RE GOING TO NEED A WEBSITE...

In this day and age can you afford not to be 'googled'? Websites are the easiest way to distribute your company's information too a large group of potential clients. Having a web presence exposes your company's services to anyone with internet access...and in this day and age that includes almost everone - mobile phones, internet cafes, work and ADSL at home. And the website is usually the first visual introduction to a company's identity. It lends credibility to your business and allows you a cost effective opportunity to update and share information about your company. If you don't already have an email address, the website will give you an opportunity to grab a few professional email addresses linked to your company (info@yourcompany.co.za)

And that's really what you need to get started. You can add on a letterhead, perhaps a flyer...

I really really want to win a pair of Converses...

because my old trustworthys are ...well....old and too trustworthy. Nothing like breaking in a new pair of Converses.....and I'm itching to deconstruct a pair!!!

So, the fabulous Kim Gray and Converse are giving away a pair of Blondie or Clash Converse sneakers - both so totally cool!!! And to enter I needed to blog about it.

See the awesomeness, but don't you dare enter (coz I can't stand any more competition) here..... http://www.kimgray.co.za/2010/04/12/last-chance-to-win-converse/

Cape Town Recruitment

A new logo and business card for Cape Town Recruitment. One of the members used to fly Red Arrows and the team was really inspired by the idea of aerobatics. Bearing this in mind, I created a logo that was inspired by the smoke trails of these aerobatic jets and their formations.

The logo on a white background and dark blue background:




The business card - front and back:

Something to be proud of!!!

I'm so stoked. Can't get over being in the top 5 when searching for 'freelance designer cape town' or 'freelance design cape town' or better yet 'freelance graphic design' and specify South Africa!!

Whoo hooo

This got me thinking about the way I do what I do...

http://markmaunder.com/2010/does-your-startup-pass-the-sleep-test/

...and since reading it a little idea has been revolving in the back of my head. How to earn revenue whilst I sleep like a baby. The first thought was to sell themes that can be edited by the client....but that goes against every designer instinct to create unique and tailored designs for the client. So how to create that revenue without having to do very much....which is what lead to the swirling thought that's still trying to clarify itself....creating websites that a paid for on an ongoing monthly basis rather than one singular lump sum....

I'll get back to this once the mist clears...

And the official 'Duck Billed Platypus' Award goes to....

"Please quote on 100 embossed business cards"!!

......I kid you not! I actually had this request yesterday! I took a deep breath, remembered that not everyone is familiar with print processes and typed a lengthy polite reply. Herewith, the not so polite reply

1. shall we start with the fact that EXCEL is NOT print ready artwork and instantly reflects the ignorance of request

2. wanting to emboss fine lettering is not impossible.....but it's pretty damned hard...and will piss your printer off so try to avoid it as much as possible

3. DO NOT have the audacity to assume that you, without training, without an ounce of design or creative flair, could be so bold as to 'design' your own business card....with embossing

4. 100 embossed business cards would probably cost the same amount of money and time as embossing 1000 business cards....either you have one big fat budget to waste....or,(refer to point 1.) perhaps you are truly ignorant to design and print processes.

A bit of a rant? Yes.

Deserved so though. The whipped cream on top of this ridiculous request is that the enquirer didn't even have the respect/know how to blind copy the 5 people he blatantly sent the request to....

The cherry on top of the whipped cream was that no acknowledgement of my insightful, helpful, six paragraph long reply was given. Perhaps one of the other 5 contenders was blessed with a 'thank you'.

And yet another day in the life of a freelancer complete....thank heavens once again for my loyal and wonderful existing clients. Everyday I appreciate you more and more. I can truly say that I enjoy working with each of you every day.

Even more recent work

The ever lovely Spa Bella. Here's what I can tell you about freelance clients: as nice as it is to have a new client knock on your day everyday, as exciting as it is to have a query in your inbox from a prospective new client everyday, as validating as it is to know that your basic marketing does work hence all the enquiries.....the majority of my business comes from repeat business from existing clients. And God Bless them in quiet times.....

Quiet times for me didn't necessarily mean quiet times for my clients - Spa Bella have just secured a contract for Vodacom. So a pricelist needed to be designed with fewer options. But before this could happen, we realised that perhaps a logo should finally be developed. (We all know the conversation - 'I'm happy with my logo just being in this Times New Roman Italics') So I created a quick fix, but possibly permanent logo. The initial ideas ......



Which resulted in the last logo being chosen - simple but effective......

Which meant I could finally get around to creating a business card. I like to give my clients added value. And since Spa Bella had initially requested a website, I offered them a free set of business cards to help start their business. Costs me hardly anything and I get too ensure that her business cards are of great quality and design.....plus repeat business when additional staff need their own cards!



Back to Vodacom and their needs....turned out that the Vodacom deal meant that both our lives were now dictated to by the cell phone giant....mmmm.....a pricelist was put together which....interestingly enough, was redesigned by Vodacom to match their own needs!



And they also needed a pull up banner...not my favourite project that's for sure...but nose to the grindstone... and I was pretty happy with this result....

Recent Work

Here's one that has been ongoing for a couple of months now. It's quite interesting to revisit a project after not paying it any attention for a few weeks. I'm starting to believe that, if only time and deadlines actually allowed for it, this might just be the best way to ascertain whether a design works or not. Case in point - Grand Protection Services. This project kicked off last year. I drew up a few sample logos and the ones that most appealed to both the client and myself were these below....



Granted, there was something about the idea...but after opening up again after 3 months....I realised that the answer was a definite NO! In fact, it was a 'what was I thinking'. 'Oh my hat!' followed shortly after.....

Which led to this....



Which made me MUCH MUCH happier. And the client too. So here's where we are 3 months down the line. There's still a website to follow....as well as a company profile. Mmm, perhaps in another 3 months this one will be done and dusted he he he....

PS - as terrible as it sounds to add this disclaimer, the delays do not lie on my side. I'm still waiting for the client to submit content for everything. I love him all the same lol

My 2010 New Year's Resolutions

Well, let's not call them resolutions....we all know what happens to New Year's Resolutions though I have to say I was fairly good these past two years.
2008: quit drinking sparkling wine - check.
2009: quit eating animals - check...sorta...well I lasted until October so I think I deserve half a brownie point for that

2010? No New Year's resolutions this year. Just goals...with defined deadlines. The list goes as follows

1. Finally get around to producing some business cards for Leo Loves Design! It's a bit wrong when you design business cards for clients all day long but don't have any for yourself. And this will count as a double check because business cards have been part on the marketing plan list since day dot.....

2. Finalise website - I've changed the design thrice already and feel that it's time to choose a design and stick with that design. Added incentive? Mailing everyone to let them know that my final website is up and running....finally.

3. Make lunch and eat lunch.....this one's an easy one coz I'm off to do that right now!

December was not just spent on the beach!

So contrary to my implied lazy lifestyle - I actually do work for a living. In fact, I worked throughout December to complete a few projects.

ManiMed - a truly lovely client who specialises in Medical Supplies to the South African medical industry required a website that would be up and running come 1st January 2010. Mission accomplished.




www.manimed.co.za

Integrated BioWorks - one of my favourite clients albeit I don't understand a word of the content. I was requested to design a logo, a Einstein-ish caricature, and layout of the data sheets for three products.





Ahhhh, and now for the beach!