Logo Portfolio Design

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Logo Portfolios

By Tom King, President/CEO

Website & Graphical Design Seminar

Hosted by the Art Institute of Houston

Presented April 19, 2011

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A logo is a single image that represents and communicates a company

brand. A logo portfolio includes five considerations: variations, orientations,

formats, resolutions, and treatments. These should be usable for print,

video, animation, web and mobile app usage. A solid logo portfolio from

Forward Marketing should last 5 years and costs $3,000 - $10,000.

What are the basic aspects of a Logo?

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What makes a good logo?

• Billboard or bumper sticker test: instantly recognizable

• Works in landscape and portrait orientations

• Icon is recognized as related to logo

• Communicates brand, if not goals of the brand

• Evokes an emotional response

• Use of “TM” symbol to protect intellectual property

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Logo Orientations

• Landscape

– Usually design in 1700 x 600 pixels

– Reduces perfectly to 88 x 31 official micro button dimensions

• Portrait

– Often this is square in dimension

– 600 x 600 pixels

• Follow Industry Dimensions

– http://www.iab.net/iab_products_and_industry_services/1421/1443/1452

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Logo Resolutions

• 600 dpi for both CMYK (TIFF) and RGB (PSD) files

• Perfect for billboards to business card

• You can always decrease image quality / resolution

• You can „t always increase image quality / resolution

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Logo Versions

• Stand alone logo

• With URL

• With Slogan

• With modifier (nametag, approved, branch location, subsidiary, etc.)

• Use multiple, named layers on the same image file to save effort

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Logo File Formats

• CMYK for hi-res print (usually in TIFF)

• RGB for hi-res web (.PSD) to convert to low-res (.gif, .jpg, .png)

• These require separate files that should be separated by folders, naming

• Can create in one format then convert to other

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Logo Treatments: 2D v. 3D

• Create both 2D and 3D versions

• 3D employs beveling, shading and gradients

• Applicable to video, animation, mobile apps and other unforeseen uses

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Folder Structure

• Structure folders as follows at the beginning of a project …

– cmyk

• 2d

– icons

– logos

• 3d

– resources

• fonts

• instructions

• presentation template

– rgb

• 2d

– icons

– logos

• 3d

– web

• 2d

– icons

– logos

• 3d

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Favicons v. Icons

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Custom icons sets

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Building icon into overall logo

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3D Beveling & Shading

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Multiple Orientations, Layouts

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It all starts with the icon / embrace motion

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Clean, Simple, Bold, Effective

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Don’t be afraid of different versions

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Embrace Emotion, Motion, or Industry

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Test Logos on Strangers and Clients!

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Logo Portfolios by Tom King, President/CEO

Ph: 713-449-2000

Email: tk@forwardm.com