Hardaway Design Group: Putting Your Image in Perspective

Logo Design

Should a logo be simple?

Yes. Simplicity is vital. A complex logo will be difficult to print and reproduce and may not fully engage your audience. Take a moment and think about brands that are successful and/or famous. Most likely, you've thought of companies like Nike, Apple, Volkswagen, Target, McDonald's, etc. What do they all have in common? They all have logo designs that are simple and easily recognized when printed by themselves, and when printed in solid black and white.

Should a logo be memorable?

Your logo does not always need to describe what your business does. Have you ever seen a car manufacturer with a picture of a car as their logo? How about a shoe manufacturer? It would look silly to have a picture of a shoe….on a shoe. When using icons in your logo, consider icons that could communicate your brand without the company name. (examples: Y! for Yahoo! or the Swoosh for NIKE). This will allow you to use the icon as a stand-alone image (on package graphics, for example). For a person to retain and identify with a mark (your icon), a little mental tennis match must be played with it. If an icon is too blatantly obvious or easy to 'read,' the viewer often feels no sense of discovery or personal equity with it. But remember that too much abstraction can be dangerous because your message can be lost.

Should a logo be timeless?

Trends are good but innovation is better. (And fads are often deadly). A logo should have a long life expectancy. It will evolve and change over time, but the longer it stays the same at its heart, the better brand recognition you will get over time. Examples: Coca-Cola, Dior, Rolex. A good logo design will have a sense of timelessness about it. A logo that feels anchored in a certain time period is more likely to feel outdated or need substantial repurposing fairly quickly. The best logos change very little yet feel fresh and vibrant every time. (Nike, IBM, Apple).

Should a logo be unique?

Will it stand out among the clutter and the crowd? Does the mark distinguish itself in a unique way from the competition, or is it predictable / default / bland — and thus unmemorable and ultimately invisible to the intended audience? With thousands upon thousands of fonts, billions of color combinations, and an infinite flow of design ideas, choose the logo that is most unique. Try to avoid common logo cliches like "swoops," "wooshes," and "pinwheels;" these techniques are perhaps the most commonly used practices in the logo industry (just look around your house, you'll see). Avoid clip art like the plague, unless it's significantly modified by the artist. It's quite disturbing when you start noticing your logo, and things that look like it on many other people's brands. That's the quickest way to look low-budget and second-rate.

How should a logo express your brand?

Don't compare the logo you will be choosing to already famous brands in the world. Those brands are famous not because of their logo, but because of the people/vision behind that logo. So, always remember that the branding behind the logo is very very important.

Should a logo be flexible?

A logo should be visible and distinguishable on a big billboard from 100 meters away or on stationery design from to 20 millimeters away. It should also work well in different size formats like for example on business cards, brochure, t-shirt design and other marketing materials such as embroidery, stamping, embossing, etc. A good logo will work well in many colors and in just one or two colors (yes, black is a color). A good logo will work well on light backgrounds as well as dark backgrounds, even on multicolored backgrounds. Many start-ups and smaller companies use their logo on a few marketing materials but use something else on other materials. Be sure that you use your logo consistently and be sure that your logo design allows you the flexibility to do so in multiple formats.

Are the colors in a logo important?

If you are looking for a color logo, consider the messaging that color sends to your customers. Do the colors reinforce and strengthen the intended core message/personality/mood you're trying to communicate through the logo, or do they distract or neutralize? For example, blue often communicates trust, loyalty and freshness. The color blue is common in banking or finance. Green represents life, nature and cleanliness. Also consider colors that work well with dark and white backgrounds. Because logos are often printed in black and white, chose a logo design that is viable and as strong or stronger in black and white. Although gradients provide an aesthetically-pleasing effect on computers, consider possible future uses of the logo such as on letterheads, business cards, and merchandise. Will the logo provide ease of printing and reproduction in and on all types of media? A logo for a web design or a band, or a one-off project can be more rasterized and colorful than something that's going to be printed in many different ways. Think twice about including more than 3 colors in a logo - too many colors will increase the cost of production when printing and may make the logo more difficult to reproduce. Although such costs have decreased considerably, this remains good advice.

How important is typography in a logo?

Typography, Typography, Typography. Ask yourself what you're trying to communicate. Depending on the type of application; typefaces with serifs convey a sense of dignity & power, sans serifs are often more clean looking and offer either a sense of stability or whimsy (depending on the character of the face). Will the face work with what you currently have? Can it be read at small sizes? Is the letterspacing/word spacing well adjusted? (the larger the wording gets, the more obvious the flaws will be) Typography is a craft in itself- it's the first voice of stating who you are. Beware that there are some truly horrible typefaces out there, make sure you're getting your money's worth.

Why should you ask for vector files?

Always request vector based graphics. It's often tempting to ask for complex illustrations in a logo. However, unless you plan on never using your logo outside of an on-screen/online application, a JPG or PSD isn't going to cut it. A properly drawn vector design will provide you with the ultimate flexibility.

Web Design

Why is web design important?

Today, businesses of all sizes, from one person start-ups to small and mid-size businesses to international conglomerates, need to have a presence on the Web. A good web site design can help a company to more effectively market its products or services to customers. Good web site design can also help individuals and businesses to promote their brands online, including on social networks such as Facebook, MySpace, Twitter, Classmates, Bebo, hi5, LinkedIn, and others.

I run a small/medium size business and want an online presence to promote my business in a professional manner to new customers and to provide a more professional image to existing customers. What do I need to achieve this?

You need a professionally developed website, a domain name, and hosting facilities for your website. You also need the website to be uploaded onto your hosting facilities and promoted to the search engines.

How long will it take for my web site to be designed?

The timescale of a website design project is often dictated by the client. If you have a deadline in mind we will endeavour to meet it for you. The most common delay in the creation and completion of a new website is waiting for content (text/images) to be sent to us by the client.

Will we need to have a meeting in connection with the website design?

In the majority of cases a meeting isn't necessary and most of our websites are generally completed with contact via email and telephone only. We place suggested website designs onto the Internet in a private place where only yourselves and us can view the content. We then liaise with you regularly to discuss the web designs in order that the website design and functionality is exactly as you wish.

Once my website design is completed -what aftersales service do you offer?

We fully support any website we design and are always available should you encounter any problems or require any enhancements. We offer web site maintenance so that your website need never get out of date.

In what format should I supply words and photographs about my business for my new website?

It is helpful to us if you are able to provide text and photographs in electronic form - for example, the files output by a digital camera and the words in MS word or similar format. If this is not possible, we can help get your information ready for use on the website.

Will my website design be" Search Engine" friendly?

All our websites are created with search engines in mind and the website design is compliant with search engine guidelines. It is a good idea for your website to be re-evaluated in time as over a period of time the search engines do alter their rules and algorithms and you will want to be certain that your website is kept up to date and complies with new rules etc.

Do I need a database on my website?

This will depend upon the amount of information you wish to be displayed on your website. If you have many products/services, then it may be advantageous to have a database incorporated into your website design. We will discuss this in detail with you and if a database is advised we will explain in detail exactly how this will work. We can tailor your website design to suit your specific requirements.

How do I update my website?

There are many different methods which can be used to update websites. The method you choose and the functionality we build into your website design is solely up to yourself although of course we will be glad to advise you which method will suit your needs.

If you have a small website consisting of just a few pages and will only wish to make changes very infrequently, then usually it is more cost effective simply to ask GCW to carry out these changes for you. Other methods which are frequently chosen are largely dependant upon how much data or information and pictures you have and how you store this information at present.

We can provide an on line content management system where you can either update individual products/ pages/services or particular sections of your website. e.g. company news. Alternatively we can provide functionality such that you can upload your entire product ranges to the website in one action using spreadsheets etc. We can also add databases if you wish.

Am I tied into HDG for any site maintenance or updates I wish to do once my website is designed?

No once your website is designed it belongs to you and you can commission anyone to update it for you - although of course we would like to think that you are happy with our services and will continue to use us for your website maintenance.

Will everyone see my web site the same?

Your website visitors will see some things differently depending on their browser, screen resolution setting and their individual computer settings and toolbars. We design sites with that in mind and preview them in several browser types and resolution settings before publishing. Obviously as technology alters then eventually all websites may need reevaluation.

Can I get e-mail with my website?

Yes you can have email and you will probably wish you set-up several email addressed e.g. sale@your- domain.com, info@your-domain.com, john.smith@your-domain.com

When can I update my website content?

If the website we have designed for you includes a Content Management System then you can access your administration areas from anywhere as long as you have an internet connection and make updates instantly as frequently as you wish. If your website is a smaller website and was designed without using this type of system and you don't have any html. skills, then we can update the website for you. Our charges are very reasonable.

How many pages can I have on my web site?

As many as you like. From a search engines point a view - The more the better!

I already have a website and I need it updating, can you help me?

Yes, we would be happy to look at you existing website and give you a quote for updating it.

Do you redesign existing websites?

Yes we do. We can redesign, retaining your company corporate style or we can redesign to give you a complete new image. Is your website up to date - let us provide you a Free of Charge Website Evaluation - we can redesign your website to take advantage of the latest web technologies.

Do you display any banners or pop-up ads on my website?

Absolutely not! - It's your website and you have total control over the contents and who advertises on it.

Package Design

What is packaging design?

Packaging design generally refers to the design of enclosures for distributing, storing, selling and using products. In its most basic form, packaging protects products from shock, breakage, temperature, etc. Packaging design can also secure items for shipment and distribution and can add convenience to display, sale, use and reuse. Most of what we buy comes in a package. Often, that package is itself in a package. For example, the toothpaste we use is an example of package design that is often intended to balance convenience and size (for storage, distribution, sale and use).

Why is packaging design important?

We see packaging design all around us – in magazines, advertisements, as part of product packaging, on the web, in newspapers, etc. As a result, businesses of all sizes, from one person start-ups to small and mid-size businesses to international conglomerates, need packaging design to help stand out from competitors. After all, packaging design can help a company to more effectively market its products or services to customers and can also reduce transportation costs. Packaging design can also help individuals and businesses to build their brands offline and online (think about the accolades Apple receives for the packaging design for its electronic products). The cost to buy packaging design varies widely among firms, designers, and also varies significantly by geography.

How important is the package size when used in package graphics design?

Size is very important because size impacts transportation costs, display on shelves, and many other factors.

Illustration

Why is illustration important?

Businesses of all sizes, from one person start-ups to small and mid-size businesses to international conglomerates, will benefit from using good illustrations online and offline. Illustrators can help a company to more effectively market its products or services to customers by providing graphical elements that reinforce the text on a webpage or the text on paper, such as in a magazine or newspaper, or in a marketing brochure. Studies show that regardless of whether the marketing materials are in print or online, people generally react better when words are accompanied by graphics and illustrations. Good illustrators can also help individuals and businesses to build their brands offline and online, including on social networks such as Facebook, MySpace, Twitter, Classmates, Bebo, hi5, LinkedIn, and others. Some of the best social media sites are illustrated by experienced freelance illustrators. When looking for freelance illustrators, price is one of the most important considerations. And although many graphics designers might consider themselves illustrators, keep in mind that not every graphic designer is an effective illustrator. Illustration requires special skills – and very different skills than, for example, logo design or web design.

I want an illustration. How do I commission you?

I'll give you a quote based on my rate guidelines. Once I get half down, I'll create a concept drawing. When you're happy with the drawing, I'll paint the image, scan it, and give you a high-resolution file of the final illustration.

What file formats can you provide?

We can provide any file format. TIF, PDF, PSD, BMP, JPG—whatever you're comfortable with.

What if I need the illustration right away?

We are happy to accommodate any schedule.

How long does it normally take?

Turnaround time is generally 1-2 weeks.

What happens if I don't like the concept drawing?

We can do a different drawing or make changes to what we already have. The purpose of the concept drawing phase is to hammer out something cool—something you do like.

What if I just want a few changes?

We can make any changes you want during the concept process.

Can I have the original art?

For a small fee you can have the original.

Do I have exclusive rights to the Illustration?

Yes. The illustration is yours. We ask your permission to retain the rights to showcase the art on ours site or in our promotional pieces.

I like one of the images you have already created. Is it cheaper if I use that?

Yes. If the art does not belong to another customer we frequently negotiate usage agreement with work in our portfolio.

Banner Ads

Why are banner ads important?

A good banner designer can help a company to more effectively advertise its products or services to customers. Good banner ad design can also help individuals and businesses to promote their brands online, including on social networks such as Facebook, MySpace, Twitter, Classmates, Bebo, hi5, LinkedIn, and others. A banner ad is designed to promote your brand and to attract traffic to your website. Banner ads sometimes use animation and sound. Banners are intended to work the same way as traditional advertisements. When consumers see banner ads, you want the banner ad to persuade the consumer why they should choose the product or service you are marketing.

Do banner ads come in different sizes?

Yes. Keep in mind that banner ad sizes have been standardized and there are multiple different size requirements, which depend on the websites where you'll advertise. For example, large rectangle banner ads are 336 by 280 pixels, leaderboard banner ads are 728 by 90 pixels, and standard skyscrapers are 160 by 600 pixels. Make sure you know what sizes you need for your banner ads before engaging a banner ad designer or design firm.

Designed & Maintained by © 2010 Hardaway Design Group