Create a moodboard:

A moodboard is a great way to visually organize all of your thoughts and ideas about your brand or logo. It is an essential part of the design process and can help you better express what you want to convey with your logo and branding in the earliest stages of development. A moodboard is an effective tool for keeping track of a broad range of designs and design elements that are important to you in one place. Colors, words that encapsulate the brand, fonts that you are debating, line art, design styles, symbols, inspirations, can all be helpful to best capture the life of your brand.

Brainstorm ideas:

There are no wrong ideas when brainstorming concepts, designing a logo can be fun. This is a great time for designers to just let their creative juices flow. At this stage, get your ideas out without worrying about the details. Whatever comes to mind put it on paper. After brainstorming, you can work on sketching more refined versions with multiple comps. Take a few pieces of paper and draw as many ideas that you can think of for your first stage of brainstorming ideas. Working with font ideas, line work, iconography, converge your ideas developed working on your moodboard.

Sketch some comps:

Take your best brainstorming ideas and refine them on paper. Sketching comps for logo designs is a good way to convey your ideas before moving to the computer. Refine as many ideas as you need to get to something you are happy with. Ideally, create a few comps that you can refine digitally.

Rough draft on design software:

Now that you have a comp this is the time to create your rough draft on the computer. Ideally you are using a vector format program to design your logo, e.g. Illustrator, Corel Draw, etc. So your logo will remain vector for best output for your designs at any size. Scan your best refined sketches from brainstorming ideas and make them a locked background on your design software. Create the unique elements per logo so you can swap elements if you need to in order to create variations for review. Then you can play with typography, color, styling and composition easily and your designs will be vector and easy to update if needed.

Review:

Once you have a few designs you are happy with, put them on a single art board/page and label them for easy reference (i.e. numbers, letters, etc.). If you are working on this for yourself, sleep on it, then review them after a break. If you pass these off to a client, communicate your thoughts and don’t take it personally if they have a critique or two of your logos.

Final comp:

Now with some sleep or feedback from your client, you are ready to take your logos to the last stage, the final comp. Take your approved logo and move to its own file. Make any changes you need to make to complete the logo and make sure to save it. Now combine any shape elements that are the same level and color. Make your fonts outlines. Remove any unnecessary layers or elements that won’t be in the final logo. Don’t save this over your original version, the one with editable type.

Output the different types of logos:

Now that you are outputting files make sure to label them for easy reference. I like to put OL (if fonts are outlines), color mode (RGB, CMYK, Pantone, BnW, BnW_Reverse, etc.), and size once you are outputting the raster versions of your logos for web or video. A file example would be: Logo_OL_BnW_1200w.jpg or Logo_OL_CMYK.eps. Make sure you output all the files that you may need and for easy retrieval when needed, organize them in folders. Don’t forget to output any icons if you need them too.

File Structure Example:
• Root Folder: Main Logo Files, Sketches, Moodboard etc.
• EPS Folder: Different color modes, and any icons or other outputs I may need, all OL and vector.
• SVG Folder: Same as above, if needed.
• PDF Folder: Same as above, if needed.
• JPG Folder: Different sizes that are needed for web or video (i.e. Extra Large, Large, Medium, Small (but readable), Square (may need to adjust negative space and sizing), the different color types (color, black and white, reverse black and white, and any solid color versions you may use, etc.). Compress them for web in most cases.
• GIF Folder: Same as above, but with a transparent background.
• PNG Folder: Same as above.

Every designer has their particular way to organize their files, so do what is easy for you to remember. Once you zip up your output files for your client, you can put a readme file in the zip folder for their reference as to the different uses of the files. Anything to help people understand your file structure and logo usage helps.

1. Define Your Brand:

Your brand is your reputation. It’s how your customers and target audience perceive your company, your products, and your services. It’s the feeling that is left in their minds when you’ve left the room. It’s how you want your customers to feel when they’re interacting with your brand.

2. Make It Simple:

Unless you are going for a certain style that reflects your brand, simplicity will help keep your logo memorable. Having a logo that is easy to remember and is readable small or far away is always a plus. You can put it on a vehicle wrap or sign and see it from a distance, or you can put it on business cards, pens or t-shirts and it will still be readable.

3. Colors Are Important:

While you can make a logo without understanding color theory, have as much meaning without taking the time to learn what colors look best together and how they relate to each other, your logo color, and brand. The science of colors and how they are applied can convey so much more than just a simple choice from the color palette. A logo designer has to consider what a color might mean to the company it represents, what it will look like on a variety of different mediums, the psychology of the colors used, and the science behind colors. The choice of colors isn’t one to rush, although if your client or brand is already using certain colors, that may be something you have to work with.

4. No Color Can Be Just As Important:

As powerful as colors are for a brand, making a logo that can convert to a black and white logo without losing its details is important.

5. Keep In Mind The Negative Space:

When designing a logo, the negative space can be used as something to create or draw the eye. A classic example is the FedEx logo, with the arrow in the negative space. You may not see it at first, but as a secondary element of the logo it is simple but creative. Brands that use negative space well can convey more than just what is obvious with their logo design.

6. Choose Your Fonts Thoughtfully:

When creating a logo design the readability and style can be made or broken with the font choice. Whether you go for formal and professional, or artsy and hand-drawn the font choice for a logo can really set the tone for the brand. You wouldn’t see a Microsoft with a bubbly hand-drawn gimmicky fonts, and it is unlikely you would see a kid’s cereal with a boring san-serif and no additional styling font. A logo’s typography is as important as its iconography and color theory. Logos convey so much and should capture the brand, the typography, although simple must be thought out.

7. Vector, vector, vector:

With a logo creating it in vector is so important. A logo may need to be scaled up; for a vehicle wrap, signage, billboards, etc. and in those cases a web file just won’t do. A vector file is created with math, whereas a bitmap (raster) file is created with pixels. So when sizing a bitmap file up they will lose quality. A vector logo on the other hand will look the same at any size, which is beautiful when printing in a large format. Designers should work in vector for things that need to be scaled up and utilized in many ways.

Below is a notecard you can use to keep the info on hand.

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What are my media options?

When picking a medium (paper, card stock, plastic, recycled, etc.), for a print job it is important to weigh your options to make sure you get the quality, price point, and look you want of your final project. If you are debating on whether you want matte, glossy, UV Coating, etc. Talk to your printer what they recommend and what you hope for your final product, and your budget, so you can get the best final piece you are trying to achieve.

What File Type?

Things to keep in mind: Whenever working, try your best to keep fonts, line-work/shapes and logos vector. Vector vs Raster (Bitmap): Raster art is created with pixels so when they are manipulated re-sizing them creates issues with quality (ex: photos, gifs, jpgs, etc.), whereas vector artwork is created with math, so when it is resized it doesn’t lose quality (ex: ai, eps, svg, etc.). PDFs can be vector but may also contain bitmap data if created with it. Most printers will want a PDF, don’t forget to ask…

What version of PDF? 

If they want a PDF make sure you ask their preferred PDF output settings. Standard, compatibility, compression settings, marks and bleeds, output, etc. Many printers will have a preferred Preset.

What resolution? 

This is key to get the sharpest bitmap graphics possible. If possible, keep type, line work, logos, and anything that was created vector, as vector objects. That leaves photos, and bitmap images that were created in programs like Photoshop. For these you will want to ask your printer their preferred resolution for their printer.

It may seem common sense that a vendor would want your bitmap images at something like 300dpi, however, some printers would prefer something that is best suited for their output. This may take into account the file size in comparison to the final output, and the resolution of the original artwork.

What color space do you want? 

Depending on your vendor’s printer and the type of project a different color space may be preferred. For instance, when doing traditional printing such as a business card, or brochure it is most likely the printer will want CMYK. If a vendor uses a digital press than they may prefer a RGB color space.

Not to mention if you want Pantone colors on your design, then that needs to be discussed so you can get the perfect output. Do your best to not mix color spaces on a file that will have a desired output, as it may affect the display (computer) to output (print) desired look when converting to the final exported color space.

Rich black vs 100% black? 

When working with print you will want to ask your vendor their preferred rich (processed) black, this will ensure the deepest black for their output medium. Rich black differs from 100%K (black) as it uses different percentages of CMYK to create a deeper and richer color upon output. For textual content and small line-work, you will most likely want to keep that at 100% black to ensure maximum sharpness.

If using Pantone colors ask the vendor their preferred black for your desired output, most times it will be process black, but better safe to ask.

Do you have a template? 

When doing a print of an envelope, business card, tri-fold, etc. it is best to ask your printer for their template. This will help you make sure you get the bleeds, crops, trim, and safe areas, all in the correct position and place your artwork appropriately. Keep an eye on the layers to ensure you are working on the artwork layer, and not the template guides.

If not, do you have a preferred file size? 

If the project you are working on is a custom print job, such as a vehicle wrap, die-cut business card, etc. The printer may want you to work at a preferred percentage in ratio to the final piece. For instance, if you are working on a vehicle wrap we would prefer you work with your output setting so when they are at 100% width to height ratio to the actual vehicle measurements, the file is at 100dpi, thus if you are working at 50% you would put your dpi at 200dpi, etc. This will make your artwork and file size in ratio to our preferred printer output.

For the die-cut business card example, you may need to have custom bleeds and cut areas. It would be best to create the custom template, then run that by your print vendor before creating the final artwork.

What is the safe area, creep, trim line, and bleed?

This will help you on the initial design and also the output of the file. Knowing the safe area, and other markings on a design project will allow you to make your best design and not lose valuable information. Many times a design may have textual information close to an edge, such as in a business card, and without the proper safe area you may cut a phone number or website in half.

If you want to have a graphic, or color that extends to the end of a project, it is good to know the bleed area so you can make sure your design extends enough outside the trim area to allow for cutting but not lose the effect you want.

Knowing the creep of something such as a bound booklet will allow you to account for the inside area and not lose valuable content after it has been bound.

File Output Tips:

Before outputting your file, make sure you check; the color space, resolution, file format, that your type is outlines (in most cases), if not, that you have provided the font, and that you have any assets included that may be needed.

We know that if you don’t work with graphic design software, this may be confusing and overwhelming, so another thing you may want to ask is if your printer has design services, or file setup services. At 1st Impressions Truck Lettering we can offer both, if you are printing with us please make sure to bring it up before creating your own design to ensure optimal output. We can work with you and your budget to make you happy and get your vision from your brain, to the computer, and in your hands (or installed on your vehicle or business).

Please feel free to download this note card. It is an interactive PDF which will allow you to fill it out, and then print it so you can create a quick reference for your job. Thank you for reading, and good luck with your project.
Blank printer flashcard (interactive PDF).

If you can think of any other questions to ask your printer before going to print, please shoot them to us and we would love to add them to our resource.

So how can you stand out from the crowd, and on the crowded roadway?

• Be Unique.
• Be clean, professional and easy to read.
• Give your audience a reason to want to look at your moving billboard.

Car Wrap Artwork Guidelines Video Overview.

Vehicle Graphic Preferred File Format:

File Type:	File Extension:	Notes:
Illustrator:	.Ai	Make as much of your file vector. You do not have to embed your bitmap artwork (place it). Make sure your placed files are the correct resolution and are included in your package when uploading.
Encapsulated Post Script	.Eps	If you are not using a program that can output as a Ai file then you may output as an Eps file. Make sure all your graphics and fonts are outlines, and that the color and file specs are accurate.
Photoshop	.Psd, .Psb	Leave Photoshop files layered so the items that are vector (e.g. fonts and smart objects) remain vector. Ensure your file is the correct resolution and color specs.
Corel Draw	.Cdr (Output as Eps see above, or if you must Tiff see below)	If you are using a Corel program such as Corel Draw or Painter, please make sure your fonts are outlines so they will not be changed when opened on another computer, then output as an Eps file.
Other Bitmap Program (e.g. Canva, Stencil, etc.)	.Tiff, .Png	If you are using a program that you can’t output your artwork as vector, but you know your file is the correct resolution. You can output your file as a Tiff. Please keep it as a layered Tiff if available. Some programs such as online editors will only output as a flat file. Make sure your artwork specs are accurate, or if your computer and application will allow work at double resolution so we can then size it and retain sharp fonts. Keep in mind if your fonts or shapes are not vector such as a bitmap file they will not be as sharp as a file that retains their vector quality.

Vehicle Graphic File Resolution:

We would much rather have as much of the car wrap to be vector for the highest quality. If you have a bitmap file to place in your document then below is the preferred resolution. We DO NOT recommend web files for bitmap files to be included on your wrap. If you must use a web file please talk to us so we can scale it up to the best possible ability. Thank You!

Make sure to check your artwork at scale before sending to print. Talk to us if you would like us to spot print for testing (additional charges for materials may apply if so).

File Color Space:

Please inform us of any brand related or essential colors before sending to print.

Media Type	Color Mode
Vehicle Graphic Artwork	RGB
Vinyl Lettering or Decals	Pantone Matching System (PMS) Coated

If you need help on how to change your color mode in Photoshop or Illustrator see our Color Mode Tutorial Here.

Tips to improve your artwork:

• All files must include a 2″ Bleed if at 100%, see above for more detail.
• Make sure all your fonts are outlines.
• Double check your color mode/profile.
• Zip all files for your artwork into one “package” for upload.
• Provide each design as a single file ready to go to print (unless otherwise specified, contact us if so).

Truck Lettering Artwork Guidelines Video Overview

Truck Lettering Preferred File Format:

File Type:	File Extension:	Notes:
Illustrator:	.Ai	Make all of your file vector. Truck lettering is cut with vinyl so please provide your file in spot color and vector format.
Encapsulated Post Script	.Eps	If you are not using a program that can output as a Ai file then you may output as an Eps file. Make sure all your graphics and fonts are outlines, and that the color and file specs are accurate.
Photoshop	.Psd, .Psb	Leave Photoshop files layered so the items that are vector (e.g. type and smart objects) remain vector. Ensure your file does not have bitmap elements.
Corel Draw	.Cdr (Output as Eps see above)	If you are using a Corel program such as Corel Draw or Painter, please make sure your fonts are outlines so they will not be changed when opened on another computer, then output as an Eps file.
Other Bitmap Program (e.g. Canva, Stencil, etc.)	.Tiff, .Png	If you are using a program that you can’t output your artwork as vector. You can output your file as a Tiff. Please keep it as a layered Tiff if available. Some programs such as online editors will only output as a flat file. If we cannot acquire vector and font information from your file such as if it flattened we may have to recreate your file, if so, there may be a charge. Please contact us for more information, we are happy to work with you.

File Resolution:

Vector preferred, unless type only then please provide your font. If your document is not vector then see “Other Bitmap Program” under the “Truck Lettering Artwork Requirements” table above for more information.

Size/Scale:	Resolution:	Bleed:
100% (Full Vehicle)	Vector (n/a)	2″ Bleed
100% (Partial Area)	Vector (n/a)	n/a

File Color Space:

Please inform us of any brand related or essential colors before sending to print. If you do not know the specific color in PMS we will do our best to closely match the color. Please inform us before hand so we can double check before output.

Media Type	Color Mode
Vinyl Lettering or Decals	Pantone Matching System (PMS) Coated

Tips to improve your artwork:

• For best results keep your artwork vector and fonts outlines before uploading.
• If you can’t flatten your type make sure to provide the font used.