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A logo design is more valuable to a company than a single illustration. An illustration is normally used once or used for a limited campaign, whereas a logo is used for years and is placed on business cards, letterheads, envelopes, web sites, vehicles, buildings and products. It becomes the company's brand / corporate identity. The price includes the time spent to generate preliminary ideas, illustration, modifications, finalizing the logo and file preparation for each format. Beware of cheap logos, you may get what you pay for. Designing business cards, letterheads and compliment slips are normally a higher priced package. An individual or small company should be prepared to pay anywhere from £150 upwards for a top quality, professional logo design.

The most common file types needed are AI (Illustrator) and EPS for most professional print jobs. These should be in CMYK color mode and are vector files, which allow you to reduce or enlarge a design to any size without losing detail or clarity. For home use and some print jobs, you will need TIFF and BMP files. These are pixel files and should have a DPI (dots per inch) of at least 300. These lose their detail when enlarged but can be reduced. JPEG and GIF files are usually used for web design and should be in a RGB color mode at 72 dpi. Be aware that not all colors translate well on the Internet, especially gif files, where possible web safe colors should be used. If you do not want a white box around it when displayed on your page, it needs to be a transparent gif.

Figure a: Modernised logo for Optical Paradox

New logo