Submitting Logo Files

Back in the Day… Printers and clients used to ask for an .eps or .ai file at the very minimum, but today they’re asking for a PDF file instead of an .eps file, in addition to other types of files. Here is the list of files that should be provided for project:

  • Editable Adobe PDF file (press quality): Color, and B/W
  • 1 Ea. JPG File: Color, B/W

As you can see, the industry expects a PDF file with very specific characteristics. No, they’re not just trying to add complexity to our lives — quite the opposite! This change addresses the fact that .eps files are becoming outdated and PDF files are becoming the standard universal file format. Need more pointers on submitting professional logo files?

Read all about it on 99

FYI, the instructions below also include web optimized files

Export Adobe PDF File
  1. Save your AI file
  2. Then File > Save As > enter the file name and then choose the format “Adobe PDF”Note: You may need to select “all pages” or a “Range”
  3. When the PDF Dialog box opens > Choose the Adobe PDF Preset: “Press Quality”and be sure that You have these items checked under Options: Preserve Illustrator Editing Capabilities Optimize for Fast Web View View PDF After Saving (for one last review)
  4. Save PDF & review before submitting
(optional) Optimize for Web
  1. Save your AI working Document.
  2. Choose the correct Artboard the go to File > Save for Web
  3. You may view single. 2-up, or 4-up examples of your art at different resolution
  4. Choose Jpg from the Presets
  5. We suggest using high or maximum quality
  6. Hit Save and name the file and choose its folder
  7. Save and repeat for each artboard
Export Logo Image (JPG, PNG etc.)
  1. Save your AI working Document.
  2. File > Export > Name the file and >Choose JPG from DropdownTo save time, check Use Artboards, and choose “All” > Hit Save
  3. In the dialog box choose, Quality = Maximum, and Resolution = High
  4. Your JPGs will appear in the folder you selected, numbered sequentially
  5. Rename the files to indicate which is color and which is Black and white FYI: Use this technique to export: JPGs, PSDs, SWF, TIFF, etc.
More about Save for Web More about AI Image Export

How to Submit: Place all in folder, entitled LOGO, zip and upload this file to Sakai in the appropriate assignment module.

Logo Design Comps

We’ve chosen our clients, completed the research, selected designs from our roughs to develop further, and set our color palettes. We’re following 5 rules of logo design to make these: simple,  memorable, versatile / timeless, simplicity leads to versatility, and audience appropriate. Here’s what we have so far:

Project: Logo and Identity

Use Adobe Illustrator to design a logo and identity package for a fictional client in one of three industries: bar/restaurant, retail bike seller, or commercial/residential architecture firm.

To complete this project:, we’ll first complete preliminary research on the selected industry, and fill out the online Client Creative Brief Worksheet, make and submit 10 preliminary logo design sketches for approval, and create a full identity package for this client (this includes a logo, business card, letterhead, and envelope).


  • Digital Design Skills: demonstrated use of AI type tool, shape tools, color options, and pathfinder
  • Typography Concepts: demonstrate balance, readability, contrast, alignment, and hierarchy.
  • Graphic Design Principles: contrast, alignment, repetition, and proximity


Gestalt Theory

Gestalt Theory is a psychological theory, which originated in Germany during the early 20th century and explains how the mind interprets and organizes visual information to create unity and meaning. A central concept of Gestalt Theory is that our mind seeks patterns and tends to group visual elements to establish a unified whole. According to this theory, when we see an image consisting of numerous elements, our mind forms an impression that is derived from the individual objects, but has a separate meaning based on the unified whole. This theory is the origin of the common phrase, “the whole is other than the sum of its parts.” (Ware, 2005)

Our brains are constantly seeking to make visual/spatial connections using Proximity, Continuation, Similarity, and Closure. Check it out:

Image Masks in PS

This quiz/practice activity allowed us to play around with layer masks and to create s simple postcard design, very quickly. Inspired by a Blythe doll board in Pinterest. Here’s how CMAT212 interpreted this activity:

Collage Drafts/Finals

We got a creative brief describing this project, design a narrative collage on a topic/subject/individual that interests us. The drafts are all hitting my inbox right now and it’s a series of impressive work for many PS newbies. We’ll share feedback and critique to tighten up the designs shortly. These are really exceptional pieces that should make their creators proud:

Peer Feedback Discussion Forum

The forums are now open for design conversations to begin. Be sure to upload web-optimized JPGs only– with dimensions of 800×600 or 600×800 pixels.

For those of you who have not used forums in Sakai before, Here are  instructions for adding to a discussion forum:

  1. Login to sakai and navigate to the appropriate class > Your feedback groups are posted in  Announcements
  2. In left-hand sidebar, select Discussion Froum
  3. When the page refreshes, choose your group
  4. Add a New Conversation: give it at title, and description, then upload your image.
  5. Hit Post.

To respond to a Conversation in your discussion group:

  1. Navigate to Discussion Forums and your group. Select the conversation from the list
  2. Read the introduction and review the posted design
  3. Hit “reply”  at the bottom of the post and enter your comments, and hit post

Here’s a video:

Add Multiple Images in Photoshop

When working on your Photoshop Collage project, you will combine multiple images to tell a story. Here are two strategies for adding multiple images to one Photoshop document, demonstrated in the video and described below.

Option 1:

  • With a blank document open in Photoshop,
  • go to File > Place and navigate to the file you want to add.

Option 2:

  • Go to File > Open to open multiple images in Photoshop.
  • Each will appear in its own frame, so separate the tabs, and
  • then drag the image from one frame into another.

Don’t forget, when setting up your project, you want to set dpi to 300 (instead of leaving the default 72 dpi setting)

Creating A Draft Collage…

From Sketches & 3 Images:

my draft collage, using 3 imagesThis actually worked our really well, and didn’t involve too many complex edits in Photoshop. The important thing I’d like to impart here is that editing each image separately BEFORE importing them into PS makes everything much easier. There are 3 photos used to create the final design: it’s almost exactly the sketch that I outlined in the research step of this process.The text used in the final design is also edited from the original 200+ word write up for this assignment.

This video show most of the process that I took in creating the above design. It’s about 10-minutes long–there’s a lot of speeding up, too:

Bicycle Photo Credit: dno1967b via Compfight cc