Recently we witnessed a business start offering design services including logo design. Whilst we aren’t against competition (competition makes the world go round, right?!), we thought we had to educate the business community on some people out there who are offering design services where the product is NOT SUITABLE to be used for the purpose they have created it for, in this case logo design.
BIG REVEAL #1
When a business commissions a professional graphic designer to design a logo for them, the logo needs to be in a vector format. No if, buts or excuses. If it’s not in a vector format, you should flat out ask for your money back. Like, right now.
How to spot a vector file. A vector file will have a file extension such as logo.ai, logo.eps and in some cases logo.pdf (but you still need to be careful as some unscrupulous ‘designers’ will save a raster image into one of the above file formats and pass it off as the real thing). If you aren’t sure, open the .pdf file and zoom in as far as you can, the line should be perfect. If it has a bumpy edge or pixels, it’s not a vector.
When it’s not a vector file, it’s a raster file. A raster file is a .jpg, .tif, .png, .bmp or a host of others. What’s the difference between a raster and a vector file? A raster file is made up of pixels. When you make the logo bigger than it was originally saved or created in, it becomes pixelated. A vector allows the logo to be infinitely resizable to suit the application. It uses lines and a colour code (to put it really simply) so when it resizes it stays perfectly clear. You could make it as big as a football field and it would be PERFECT.
A professional graphic designer WILL NEVER create a logo in a raster format. They may supply you with raster file types so you can put them into programs like MS Word but they will always supply you with the vector file for use by other designers, printers, signwriters etc.
BIG REVEAL #2
Did you know that a logo created in Canva CANNOT BE TRADEMARKED! This is because Canva uses ready-made elements available to anyone so the logo will not be exclusive to you if each element is not HEAVILY modified.
What’s the point in paying for a logo that you cannot trademark? It’s not yours if it’s everyone’s!
If you are seeking a graphic designer for any type of work and they use Canva to produce client work, I can 100% guarantee you they are not a graphic designer. Canva is a great program for non-designers to design their own social media or other bits and pieces but it should NEVER be charged out as a professional service.
You should look at their previous work completed and definitely check if they are a member of professional associations such as the Design Institute of Australia (DIA) (and even better if they are an Accredited Designer™ of the DIA) or the Australian Graphic Design Association (AGDA).
Stay tuned for an upcoming article revealing the websites that are for personal use only and should never be charged for!