Evocative Logo Design
By Jamie Hood
''Color is used to enhance design by invoking a response that reinforces the designs intent, effectively leaving an influential impression in the mind of the viewer. Whether the design is a logo for a corporation, or an illustration for a magazine the use of color and it affects need to be carefully planned out and executed.
Time and time again logos are designed like an illustration. This approach frequently leads to future problems. When designing an effective logo, often overlooked are the ways it could possibly be reproduced. Can it be printed on a black and white laser copier? Can it be printed on a billboard or put on something as small as a postage stamp? Does it need to be an EPS (encapsulated postscript file) or a TIFF (Tagged Image File Format)? Can it be cut onto vinyl? Can it be reproduced in 1, 2, 3 or 4 colors? Creating a logo with out understanding all the ways it may be viewed, could lead to sacrifices in its impact and impression, when redesigning for unforeseen media.''