Logo design: problem solved

Logo design: problem solved


Recently, I was approached to create a logo for a sports team. This client, (I will call him Bob), was happy to work with me as I was recommended to him by a mutual friend. Our friend connected Bob and I via Facebook. We messaged one another then Bob shared with me his problem.

Problem and pain

Bob wanted a logo design that he could then print on his team’s uniform. They had found an image on the internet which they really liked. Excited, they then approached a screen printer about printing the logo on their uniform.

The screen printer explained that the file they sourced from the internet was not suitable for screen printing. What you see on screen is not necessarily suitable for print. The file and image size of the logo was too small. Bob needed to supply them a high quality, high resolution logo.

Bob admitted to me he wasn’t an expert when it came to graphics and logos, so he sought out a graphic designer who had experience producing digital artwork for the printing process.

Brainstorming a solution

I was happy to help solve his problem. However, I explained that it was not a good idea using an image from the internet for his logo. Using someones else’s image would be breaching copyright. We would need to design and create a new logo that would achieve the look he was after. I suggested we could perhaps take an existing font that he liked and we could adapt it from there.

Bob mentioned he was paying for the logo out of his own pocket, so was conscious of cost. I suggested he could save on my artwork costs by sending me a final sketch of what he wanted. I would then trace the sketch and turn it into a vector file using Adobe Illustrator. The reason being, that it produces the best results and meets the screen printers requirements. Illustrator is an industry standard software so is used and accepted by all print houses.

Bob wanted to know whether the finished logo was available to him for other purposes other than screen printing. I told him I usually create a master file that can be adapted for different purposes. I would send him varied versions of the logo including black & white and colour as well as different file formats like jpeg or png for onscreen websites etc. For high quality printing I would supply pdf, tiffs, ai or vector files.

He was happy to leave it with me to talk the lingo and liaise with the print house. Bob also mentioned his screen printer was in another district (a couple of hours away from where I lived). He wanted to know if that was a problem for me. I replied that with todays technology and communication the whole design process can all be done via email if he so desired.

Problem Solved

Once we were both happy to proceed, I touched base with his screen printer about how they wanted the files supplied. The logo included a glow behind the type so I needed to make sure that I created the file in such a way as not to cause them problems later down the track.

Bob went away and then emailed me a couple of weeks later with a scanned sketch of his new logo. He told me he had a tattoo artist create it for him. It was so well crafted I told him it was a piece of art!

I proceeded to trace the sketch then emailed the first proof back to Bob to get his thoughts. After a few emails and checking back with his team, Bob signed off on a colour concept he was really happy with. I then prepared the file ready to send off to his screen printer.

Bob was very happy with the outcome and thought it was fun doing this by long distance. I did too.

Do you have problems dealing with the print process? What are your pains?


Heather Lee

Heather Lee

Heather has had many years experience as a graphic designer in both the advertising and publishing industry. She enjoys helping others by providing solutions to visual problems for print and the web.
Heather Lee

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