“I Know Photoshop” is not a qualification for a logo designer.
The proliferation of computers in daily life has given millions of people access to software that was once the province of trained professionals.
Video editing, music production, word processing and of course, graphic design programs are as common as games like Solitaire for today’s computer user.
Photoshop is one of the most commonly used programs by everyone from soccer moms and church groups, to students, ad agencies and Hollywood.
It is truly the gold standard of photo editing software, replete with an arsenal of effects that can be quite easy to use with a little familiarity. So easy in fact, even a novice can create a drop shadow, a bevel, posterizing effects, a radiant glow, etc., all with a couple of clicks of the mouse.
The typography tool allows the user to quickly add text to a photograph – something that used to require a team of professionals and a lot of time to do – photo production staff, typographers and layout artists would spend hours, even days, combining type and photos for printed pieces and ad campaigns.
In contrast, Photoshop is almost a complete art department from the past, operated by a single person. In the hands of a professional graphic designer, it can produce stunning effects and seamless alterations that can fool anyone short of an expert in photographic manipulation.
Today, average people just Google an image, download it, open it in Photoshop, add some text, a couple effects and boom! Band flyer, church bulletin, lost dog – something that used to require a college degree can be done in minutes by the average person. The proliferation of internet memes – for good and ill – is a direct result of the Photoshop revolution.
Even if you don’t use computers at all, chances are you have a niece, nephew or friend who uses Photoshop and will help with your flyer.
So by now you might be wondering, what does all this have to do with logo design?
No professional graphic designer would ever use Photoshop to create a logo.
They may use it in the development phase of creating a rough concept, but the creation of a logo for professional use requires knowledge of software that the general public is not nearly as familiar with, not to mention training and experience with the various processes involved in production, media types, image resolution, color reproduction and the multitude of potential applications a professional designer is trained to account for in the initial design phase.
A rule of thumb in graphics that all designers know:
What looks good on the screen may not look nearly as good in print.
More importantly, a logo is not a collection of common baseline effects added to a really cool font. It’s definitely not a photograph, or even an “image” in the classic sense.
It is a scalable, vector based graphic, commonly converted to an encapsulated post script format file, which is unaffected by problems such as rasterization, incorrect color balance and other reproduction issues that often occur in commonly used image file formats like .jpg, .gif, .tif, etc.
The majority of people reading this probably have no idea what that all means, which is totally understandable. This is why people go to college and spend years developing their skills, whether it’s a doctor, attorney, a scientist or a graphic designer.
If your logo looks amateurish, then so will your business.
When you want professional results, go to a professional. But that doesn’t mean you have to break the bank to do it.
The Logo Company offers the professional experience and service you need at a price you can afford.
Your logo is your identity, your greeting, your invitation to take a look your way, to give your product or service a try. It’s a visual appeal to potential customers, one that should be professionally designed to create a lasting image in people’s minds while being completely functional.
And that’s what we do.
Take a look at our portfolio, or start working with our professional logo designers now!