What to Consider When Printing Your Logo

Is your logo ready for the printers? Transferring your business logo from the screen to a printed version is a great way to enhance your brand recognition, but it’s more complicated than you think.  Since your logo is a direct reflection of the company,  it’s very important that your logo be designed and perfected for the print medium. Here are a few important considerations when preparing your logo for print.

The Logo

Make sure this is the final version of the logo you want to print. Consider the purpose of your logo, where it will be printed, the size, the colors – everything.  Having to re-print a batch of business cards or posters because the logo was slightly off not only creates a bunch of paper waste, but also hurts the company wallet.

Printer Format

If you are working with a professional printer, you should talk to them about what formats they prefer to receive. Generally, PDF files (both vector and raster) are accepted and are of good-enough quality. Vector graphics are comprised of points, lines and curves that are all mathematically generated. They can be scaled from the size of a business card to the size of a billboard without losing any of the image quality or detail.

Raster graphics, on the other hand, should only be printer at 300 dpi. A 3” x 3” logo is equivalent to a 900px x 900px image, but if you stretch it to 6” x 6”x, the pixels double to 1800px x 1800px. Now your computer has to guess what to do with the 3,150,000 blank space created from the 6” x 6” image. This is done using a specific algorithm, but the image will still become blurry and lose detail as it’s stretched larger.

It’s also good to know what fonts your printer has on their machines. Whenever possible, you should embed fonts or create outlines of the text. Not doing so may lead to delays or ending up with the wrong prints.

Resolution

Images for web are usually 72 dpi (dots per inch), which is standard for screen resolution.  However, your logo resolution should be a minimum of 300 dpi for the actual print. Most commercial printers print at 300 dpi, though if yours can go higher it is a good rule of thumb to use the highest resolution possible.

Printing in low resolution will result in blurry images which will impress no one. However, if it is a vector file, you shouldn’t have much of a problem as long as it was saved properly.

Use CMYK

You need to use CMYK color format to create a logo. CMYK is designed specifically for accurate professional printing, unlike the RGB color format which is better suited for the web and on-screen publishing. Most printers use CMYK ink or toner cartridges to print your images and logos – converting from RGB to CMYK can cause the colors to become muted and washed out.

It is better to use true black (100K black) for small text to help keep it clean and crisp, and dark charcoal or grey shades for larger areas of black.

After checking everything, you should run some test prints. It may cost a little extra, but test prints allow you to see it as a tangible thing and then change any last minute details before sending a large order to the printers.

How to Conserve Ink In Your Business

There is no such thing as a business that isn’t looking to cut corners, at least in some capacity. This is thanks mostly due to the current wintry economic climate. Many American businesses are still struggling to shake off the detrimental effects of the global financial meltdown that started in September 2008. Businesses have to had to slash advertising costs, freeze payroll increases, and in worst case scenarios, lay off people who work for them. However, there are some costs that businesses need to maintain in order to function.

Business owners may have cut the budgets, sure, but obviously no business is in a position to thrive if they don’t continue to pay for some advertising, their payroll, and office supplies. In the case of purchasing office supplies, many businesses are looking for methods that will lead them to save money there as well.

It’s understandable, and there are indeed several ways to do so. One place businesses should look to cut costs is in the purchasing of ink. There are actually a few easy ways to reduce the use of ink while printing. This may not necessarily save your business from complete financial ruin, but every little bit helps, right?

A Genuine Draft Mode

Most printers will come with at least three modes, and usually more. No matter the printer, you will some variance on the following two modes: Normal and draft. Normal is the recommended setting for everyday use. Normal typically provides the best quality for the speed at which it runs, and is frequently the default mode. However, if you switch your printer to draft mode, you will save on the amount of ink that you use.

Normal mode will spray multiple coats of ink over the document you are printing, in order to embolden the text or image. If you feel that what you are printing is of little importance, and does not need to be distributed to customers or the general public at large, switch to draft mode.

On draft mode, the cartridge will only spray one coat of ink before moving onto the next line. Is it the most classy appearance? No, not really. But it will save you a surprising amount of ink. Save normal mode for when you need your print to have that special look; use draft mode the rest of the time.

A Lack of Color

Many businesses make the mistake of using only color cartridges for all printing. This is absolutely a mistake. Not only do color cartridges use more ink, but they cost more money to replace. Some things need to be printed in color; I’m not disputing that at all. Customers are frequently impressed by vivid colors. But let’s be honest: A large majority of what you print really doesn’t need to be colorful. Use black-and-white cartridges for documents and images that don’t need to be so eye-catching.

Or, Maybe Some Green Ink

I know this is contrary to what I just said, but using green ink is an effective way to save on ink usage. Correction: Using “green” ink is an effective way to save on ink usage. There is such a thing as eco-friendly ink. It’s called ecofont, and it is available for download.

When the ink is sprayed from the cartridge, there are small holes left in the letters. If the font is at size 11, a standard font size, these holes are invisible to the naked eye. But even though they can’t be spotted, these holes cut down on ink use by a staggering 20-25%. If, for whatever reason, you need to use larger font, this is clearly not the way to go. You’re print will not look at all professional. But the overwhelming amount of documents really don’t require font size over the standard, so why fill in all the holes?

So there really are interesting ways to cut down on the use of ink without interfering with the amount of things you need to print. This is surprising to most people. But as we well know, technology always has, and always will, have the capacity to surprise.