So you’re starting a business or launching a new product and now you are ready to create your logo. If you are not a graphic designer, then you may have considered using one of the do-it-yourself logo factories on-line. I discuss in another article what you need to create a quality logo, but this article will focus on the pitfalls of do-it-yourself websites and what to look out for if you plan to use one.

You may be thinking, “What’s the big deal? There are many sites on the Internet where I can get a free logo or one for $99.” This is true; however, “you get what you pay for”! Not all on-line companies are bad, but there are things you should be aware of if you decide to use them.

The do-it-yourself logos and templates, while they may look easy and fast, do not create vector art or provide you with the original files. This means that you will be unable to change elements, colors or anything else on your logo. You’re stuck with it. Some may provide you with an EPS and JPG, telling you that the EPS is for print purposes and the JPG is for web. While this is true, they usually don’t tell you that the colors will not be accurate when you print your logo because the logo was not created using PMS colors (see How to Create Your Logo Right from the Start article for more details). You cannot change these graphics at all, and even though these would probably be okay for the web, they will not work for commercial printing.

To prove my point, a friend of mine downloaded a logo template for Photoshop that she liked. It seemed reasonable to think that she would end up with a high-quality logo but because the document was created in 72 dpi resolution – resolution meant for web use, not printing – that was not the case. What does this mean? Isn’t it just a matter of changing the resolution to a higher resolution? Absolutely not! You cannot change the resolution without losing clarity and sharpness when making the images and text smaller. You can always convert a document or image to a lower resolution, but you can NEVER increase it. This is why you must create your logo correctly the first time.

What do you need to have a quality logo? Here are some tips from my Non-Designers article:

• Your logo created as vector art in color (using PMS colors)
• Your logo created as vector art in black & white (for use in b/w ads and for submission to printers for one-color print jobs)
• Your logo should be at a resolution of at least 600 dpi
• Your logo should be converted into the following formats:
• EPS, text to curves or outlines, to use for print purposes in DTP software
• JPG, to use for the Web at 72 dpi
• GIF, to use for the Web at 72 dpi, and if you want a transparent background
• TIF, to use for print purposes if you are including your logo in a MS Windows document, like MS Word
• Know your PMS colors and use them religiously in documents prepared for printing, and use its CMYK and RGB counterpart percentages whenever possible in other media.
• Use easy to read fonts, not complicated scripts, condensed fonts, or fancy special effects.

So what does all this mean? You need to decide in the beginning what kind of image you want to portray. This is one of the most important steps in creating your identity and branding your business. If you are serious about it, but you cannot create the logo yourself using the tips I mention in my article, How to Create Your Logo Right from the Start, I highly recommend hiring a professional designer to do it for you. A good designer will be able to listen to what you want, make suggestions, and create a quality logo within a few hours without breaking your bank. Wouldn’t you rather have a quality logo you can be proud of? Remember, you will be looking at it for years to come.

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WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can as long as you include this with it: Connie McVicker is owner of Signature Worx, LLC, a member of the of the International Virtual Women’s Chamber of Commerce, a VAN Virtuoso in Graphic Design, and founding President of Team Women Jackson.

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