Why do web designers want to alter your existing logo?

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You contact the web and graphic designer to build a new website for yourself, business or organisation. They offer you an additional service to enhance your site, a new logo design for a more professional look. You are thinking: ‘A few hundred quid for a new logo! No need – I’ve got my own!’

You provide your designer with your own existing logo. Perhaps it is something you have created yourself using clipart or simply one copied from the internet.

Your web designer explains it not really suitable and tries to articulate the reasons why. The immediate thoughts that cross your mind: ‘Is this person just trying to get more £ out of me?’

No they are not. Here are a few reasons why your logo might not be suitable for your website:

Copyright

You cannot simply copy an image and place it on your site from the internet. It may be intellectual property protected (copyrighted) and thus you could be breaking the law.

The Colour Scheme

Often web designers use the primary colour from your logo and implement the same colour throughout your website. This gives a consistent/uniform ‘look’ and ‘feel’ to your site.
Your existing primary logo colour may not be suitable to be used through-out the site.
It’s become almost a rule of logo design to limit the colours of the logo to 2-3 colours at the most. Is this the case with your existing logo?
logo-design-too-many-colours

This was the original logo provided by one of our clients. As you can clearly see the logo has too many colours. In fact it has 6 colours in total! The primary colour (The roof) is a ‘salmon pink colour’ which would be (in this case) inappropriate to use throughout the site.

 

website: culture.plYou can see the 'pink used in the logo is used throughout different elements on the webpage
website: culture.pl
You can see the ‘pink used in the logo is used throughout different elements on the webpage

 

Scalability

Your existing logo is in the normal jpeg (.jpg) file format. That’s the norm for an image file? Not really. That is the standard (ie jpg) for photographic images but not for logos. Logos are usually in .png or even better .eps file format. Logos are mostly designed using vectors and not pixels (raster/bitmap). This means that they do lose any quality when being enlarged or reduced, unlike jpeg images.
Here’s a logo we designed for the AQS, Liverpool which demonstrates the point:

 

The Solution

Convert your logo into a vector, usually in a .eps or .ai file format. This often is not a simple procedure and should be tackled by a professional. Your web/graphic designer will take your existing jpg image and trace the image using lines and shapes using graphic vector software like Adobe illustrator or Corel Draw.

It may cost you a little extra, but it’s going to be worth it.

After which your designer will be able to alter the colours and thus you will have a pleasing uniform colour scheme throughout your site. Your designer will be also able to limit the number of colours used in logo conventions.

Then comes a bonus. As mentioned earlier the vector format will mean that your logo can be reduced and enlarged without any loss of quality. It means you can easily resize your logo for your website, for your business stationery, social media profile images and even for your signboard of your premises. It always will be crisp despite how large or how small the image.

So when your web/graphic designer advises you that you should re-design, create a new, or convert your existing logo into a vector format then it’s for the best possible reasons which will be so beneficial in both the short and long term.

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