PHILTECH INSTITUTE OF ARTS AND TECHNOLOGY INC.

SUBJECT: MULTIMEDIA PUBLISHING

MIDTERM

LESSON 4: DEVELOPING DESIGN FOR A LOGO

TOPICS: Developing Design for a Logo

Learning Outcomes:
At the end of this session, you will be able to:
 Familiar with different types of logo
 Familiar with the nature of design composition of different types of logo
 Familiar with the elements of the logo
 Determine the parts of the logo
 Understand the principles of logo design

LET’S START:

Understanding Logo Types

A logo is a symbol made up of text and images that identifies a business. A good logo shows what a
company does and what the brand values. Logo design is all about creating the perfect visual brand mark for a
company. Depending on the type, a logo usually consists of a symbol or brand mark and a logotype, along with
a tagline.

ELEMENTS OF LOGO

Typography - When it comes to form, a logo will usually contain some kind of typographic
element. This can range from a monogram-style single letter, to an abbreviation or the full
title of the business.

Imagery - Sometimes typography is accompanied by symbols or icons. These can be

representative or composed of abstract geometric elements. In certain instances, logos also
include decorative elements such as line work or visual punctuations—such as small stars or
dotted lines—that don’t necessarily create a specific, standalone image.

Color - Logos can be black and white, monochrome or multi-colored. Multi-colored logos
often have palettes that are either analogous, meaning colors of similar hue, or
complementary, meaning colors of distant or opposite hue.

Context - In some instances, a logo is also defined by the context in which it is used.
TYPES OF LOGO

Pictorial or Symbol - They are iconographic images that are easily recognizable and
represent your brand with an image. You can choose something simplistic or more complex,
but make sure to pick a symbol that creates a unique connection to your brand.

Letter Mark - Letter mark logos can be great to streamline your company logo, especially if
your name is very long or hard to remember. Lots of businesses choose to go by their
initials, just think of HP, CNN or H&M. These monograms can be great for minimalist logos,
but remember that they are not very good at expressing what your business is about.

Word Mark - Similar to a letter mark, a word mark or logotype is a font-based logo that
focuses on a business’ name alone. Think Visa and Coca-Cola. Word mark logo will work
really well when a company has a succinct and distinct name. Google’s logo is a great
example of this. The name itself is catchy and memorable so, when combined with strong
typography, the logo helps create strong brand recognition.

Mascots - Mascot logos are logos that involve an illustrated character. Often colorful,
sometimes cartoonish, and most always fun, the mascot logo is a great way to create your
very own brand spokesperson or character.

Combination - A combination mark is a logo comprised of a combined word mark or letter

mark and a pictorial mark, abstract mark, or mascot. The picture and text can be laid out
side-by-side, stacked on top of each other, or integrated together to create an image. Some
well-known combination mark logos include Doritos, Burger King and Lacoste.

Emblem - An emblem logo consists of font inside a symbol or an icon; think badges, seals
and crests. These logos tend to have a traditional appearance about them that can make a
striking impact, thus they are often the go-to choice for many schools, organizations or
government agencies. The auto industry is also very fond of emblem logos. While they have a
classic style, some companies have effectively modernized the traditional emblem look with
a logo designs fit for the 21st century (think of Starbucks’ iconic mermaid emblem, or
Harley-Davidson’s famous crest).

Parts of a logo

A logo is generally divided into 3 parts which sets the overall visual message of any logo design. This parts are
the Brand Mark (image appearance), Brand Name (name of company) and the Strapline (tagline).

Brand Mark

This is the graphic element of your logo. It’s usually an abstract or stylized shape. It should be
striking and easily recognizable.
Brand Name

This is the main text element of a logo and is normally a shortened version of your company
name. It should be no more than 2 words; one word is even better. There needs to be a
common thread that runs through your brand name, company name and website address.

Strapline

The strapline is a short phrase that appears underneath the brand name. It’s useful to add
more detail to the brand name and it usually consists of the ‘how’ or the ‘what’ a company
offers.

FIVE PRINCIPLES OF LOGO DESIGN

The whole idea of a logo is to communicate with the viewer and create something that resonates and is
memorable. When you design a logo it needs to define who you are as a practice. Here are 5 ways to design and
achieve a great logo that will stand the test of time.
1. Simple
Your logo needs to be easily identifiable at a glance. Allow for changes of size and colour. Good logos
deliver something unexpected and are unique without being complicated.
Starbucks, this logo is universally recognised worldwide. The story behind the Starbucks logo gives it a
very unique quality among its contemporaries. Can you think of any other globally known coffee company that
has an identity as unique as the Starbucks logo where the story and values permeate the identity in a simplistic
way? The execution of the logo is clean symmetrical and its application into multipurpose usage backs up how
simple the visual representation is.
2. Memorable
An effective logo should be memorable. Keep it simple and appropriate to the nature of the
business. The Audi logo has a global presence. Children from a very young age play games in memorising what
cars they recognise via their identity.

3. Timeless
An effective logo should be timeless and should avoid trends. It should last the test of time. How will your
logo look in 10 years time?
The London underground logo is timeless. The identity is over 100 years old and has worldwide iconic
status, it’s application of use is still going strong.

4. Versatile
A good logo can be used in a variety of sizes and colours. Your logo should have the versatility to appear
on collateral for a pen to a plane. This dramatic physical scale in usage demonstrates how an identity needs to
work across a wide scope of collateral.

5. Appropriate
A professional logo should be fit for purpose. The logo should be appropriate for the intended audience.
For example a logo for a toyshop could be colourful and playful in its execution however, the same wouldn’t
apply to a law firm.
 PHILTECH INSTITUTE OF ARTS AND TECHNOLOGY INC.
SUBJECT: MULTIMEDIA PUBLISHING
MIDTERM

LESSON 5: RECEIVE AND INTERPRET THE LOGO DESIGN BRIEF

TOPICS: Receive and Interpret the Logo Design Brief

Learning Outcomes:
At the end of this session, you will be able to:
 Familiar on color combinations, color schemes, mood colors and their respective application.
 Familiar on the elements of design and how it can be used for an artwork.
 Understand raster and vector file
LET’S START:

KNOWLEDGE ON COLOR WHEEL AND COLOR MOODS

Understanding Colors Wheel

The color wheel is design so that virtually any colors you pick from it will look good together. The 12-
color color wheel based on RYB color model is the most common version.

Colors

Primary Colors – At the core of this relationship there are the three primary pigment
colors – Red, Yellow and Blue which cannot be mixed from other color elements.

Secondary Colors – Primary colors can be mixed together to provide three secondary
colors – Orange, Green and Violet

Tertiary Color – The remaining six colors on the wheel are known as tertiary colors, namely
Red-Orange, Yellow-Orange, Yellow-Green, Blue-Green, Blue-Violet and Red-Violet. These
are created by mixing a secondary color with the primary color and this is why the hue is
formed of two-word name.

Color Schemes or Harmonies

Color schemes are created using symmetrical shapes around the wheel; they make combinations that
are balanced and harmonious.

Monochromatic – color schemes that are based on only one color and that color respective
hues.

Analgous – a color scheme that uses three to five colors that are adjacent to each other on
the color wheel. Providing a very harmonious and sophisticated look.

Complementary – A color scheme made up of two colors that are directly opposite of each
other on the color wheel – these color contrasts each other in the most extreme way and
help to make each color more vibrant and bright.
 Dual Complementary – made up of two colors side by side and their complementary colors
opposite to them on the wheel.

Near Complementary – combining starting color with the color to the right or left of its
complement producing a more interesting two color combination.

Split Complementary – use a color plus the two colors adjacent to its complementary color.
This scheme combines the effect of the powerful complementary scheme with a variation on
the analogous scheme.

Multi Color – scheme us matching values from each color around the wheel, so twelve
colors are in unison.

Neutral – scheme that uses shades of browns and tans. The color is neutralized by mixing it
with its complement.

Warm Colors – warm colors such as red, orange and yellow are part of the mood color
family and are considered exciting, vivid and has the tendency to look tighter and to appear
larger.

Cool Colors – Cool colors such as green and blue are calm and restful. They have a tendency
to look more dispersed and to appear smaller next to a warm color. They often work well as
a background color.

Elements of Design

Design elements have an impact on how a piece of work is perceived, executed, and used—and are present in
design regardless of skill, taste, or style.

Shape - When lines come together, they form shape | Shapes have two dimensions length
and width | Shapes that are man-made and mathematical are called geometric shapes. |
Shapes that are free flowing and curvilinear are based on nature and are called organic
shapes.

Forms - Form differs from shape in that it has three dimensions such as Length, width and
Depth | All forms have Shape.

Texture - refers to the surface quality of a work of art.

Space - refers to the area an object takes up in the picture plane.

Color - refers to the specific hues used in a work of art.

Value refers to the difference between light and darkness of a color in a work of art
Raster and Vector File

What is a Raster Image?

The Raster images are made of pixels. A pixel is a single point or the smallest individual element in a
display device. If you zoom in to a raster image, you may start to see a lot of little tiny squares.

Raster images are made up of tiny squares of colors or shades of black called pixels. When magnified
enough, you can see the individual pixels of the image and that each one is a single color. When all those pixels
are viewed as a whole, they work together to form a vibrant, detailed image with intricate color variations and
soft gradients.

Digital photographs you see on a website, pictures you take with your phone or digital camera, or
scanned artwork are all raster images. Because of the amount of digital information contained in a raster image
in all those little pixels, file sizes tend to be larger than those of vector graphics.
Common raster file types:
 .png
 .jpg or .jpeg
 .gif
 .tif
 .psd

Popular raster-based image editors:

 Adobe Photoshop

What is a Vector Image?

Vector images are mathematical calculations from one point to another that form lines and shapes. If
you zoom into a vector graphic, it will always look the same.

Vector graphics are built mathematically and are made up of points and paths. Generally, vector
graphics are less detailed, containing fewer gradients and less diversity of color. And, even though they can be
used to form nearly photo-realistic graphics, they tend to be used in building graphics with more uniform, solid
colors and fewer details.

Vector graphics are commonly used to produce logos and other simpler graphics that may need to be
used at different sizes and have the benefit of maintaining crisp, sharp edges, even when they are significantly
enlarged.

Common vector file types:

 .eps
 .ai
 .pdf
 .svg
 .sketch

Popular vector-based image editors:

 Adobe Illustrator
 Sketch
  CorelDRAW

Image File Extension

Image File Formats by File Extension
A file extension, sometimes called a file suffix or a filename extension. It is the character or group of
characters after the period that makes up an entire file name.
The file extension helps an operating system, like Windows or macOS, determine which program on
your computer the file is associated with.
There are many different image file extensions and image file format that can be used when creating
and saving images on the computer. Below is a list of the most common image file extensions.
 .ai - Adobe Illustrator file
 .bmp - Bitmap image
 .gif - GIF image
 .ico - Icon file
 .jpeg or .jpg - JPEG image
 .png - PNG image
 .ps - PostScript file
 .psd - PSD image
 .svg - Scalable Vector Graphics file
 .tif or .tiff - TIFF image
 PHILTECH INSTITUTE OF ARTS AND TECHNOLOGY INC.
SUBJECT: MULTIMEDIA PUBLISHING
MIDTERM

LESSON 6: PROCESS OF DEVELOPING A LOGO

TOPICS: Process of Developing a Logo

Learning Outcomes:
At the end of this session, you will be able to:
 Familiar with the logo design process
 Understand raster and vector objects
 Familiar with the vector and raster tools

LET’S START:

The Logo Design Process: A Guide to Professional Logo Development

The logo design process can be hard to define outright: every graphic designer has their own approach
to logo development. For some, it’s methodical and disciplined—60 minutes of concept development followed
by 90 minutes of execution, all while listening to their favorite album to boost creativity.
Below are the 7 basic steps to logo development, complete with examples that show the process in
action.

Step 1. Evaluate the brand

Your first step in the logo design process is to understand what the brand embodies and what the
business’s goals are. This is known as the Client Discovery phase. There’s no one-size-fits-all for logo design—
a logo is only as good as its representation of a business, so it won’t be effective unless you first know what
kind of impression the brand is aiming for.
A lot of the information you’ll need should be in the design brief. But there are always clients who can’t
articulate what they want or don’t know themselves, and it is up to the designer to draw this information out.
Here are just a few general questions you can start with to kick off your client research:
 Why are you getting a logo design? What problem are you trying to solve?
 If your brand were a person, what adjectives would you use to describe it? (clever, prudent, etc.)
 What is your brand voice? (eloquent & formal, jokey with slang, etc.)
 Which beliefs and values are important to your brand?
 What is your unique value proposition? What does your company offer that your competitors don’t?
 How do you want your customers to describe your brand to their friends?
At the end of this step, you should have your own well-informed take on the brand (supported by plenty
of notes). From here, you can start brainstorming to distill this information into key words and phrases. One
popular brainstorming technique is mind mapping, in which designers take their overall brand impressions
and expand them into related ideas.

Step 2. Research the industry

No brand exists in a vacuum. Every company has to contend with the standards of their industry, even if
they are doing everything to stand out.
So the next step in the logo design process is to research what kind of logos competitors and industry
leaders have. This is referred to as the Industry Discovery phase, and it can mean the difference between a
logo that is generic and one that is too far out of left field.
From other logos in your industry you can glean:
 what logo techniques work for your industry, i.e., brand colors or particular shapes
 what logo techniques are overused, to the extent that they lose personality
 what logo techniques are ignored, which might inspire ways to stand out
 what kind of customers dominate your industry (or which customers your rivals prefer to target)
For example, most logos in the tech industry use the color blue. With this information, you can either (1.)
also use blue because the data suggests it works best, or (2.) use another color in order to stand out from the
sea of blue logos. There’s no right or wrong answer, it depends on how much of a priority standing out is to
your branding strategy. But either way, you won’t even know there’s a choice to make unless you research
other logos in your industry first.
Step 3. Make a list of where the logo will be used
Just like the brand strategy, the physical or digital space the logo will occupy should also inform your
design choices. Research where the logo will be used—this is known as the Application Discovery phase.
Although you may not yet have a complete list, the earlier you can predict how your logo will be used, the
better for logo development. Where you need your logo might determine the color model, the shape or even
design software used.
For example, if you want your logo on large billboards, you can design more detailed, larger-scale logos.
If it’s going to be situated in the corner of a mobile app, you should opt for simplicity and smaller scales. If
social media will play a heavy role, the logo should sit comfortably in both circular and square avatars and be
adaptable to larger cover images. If you want to stand out in video or digital platforms, you can even have
an eye-catching animated logo. More often than not, a designer will want to plan for all of these scenarios.
These are some common use cases for logo design:
 Website icons
 Signs and banners
 Product packaging
 Advertisements
 Social media profiles and banners
 Business cards
 Company letterheads (invoices, internal documents)
 Email marketing campaigns
 Marketing swag (pens, shirts, mugs, etc.)

Step 4. Sketch a variety of logo concepts

If you already have some logo ideas, you might be tempted to jump ahead into logo design software. But
before you start zeroing in on your final design, take some time to sketch plenty of ideas. Sketching is cheap,
easy and fast, but most importantly, it’s an effective brainstorming tool.
Sketch out a bunch of different logo ideas to see how they look outside your head. For one thing, the act
of sketching alone can get the creative juices flowing. But more to the point, sketching a wide variety of
concepts lets you see what works and what doesn’t. You’ll start to notice certain threads or themes you like,
and you can mix and match different elements until you settle on the perfect one.
Even if you’re almost certain you have an idea you like, sketch other ideas. You might surprise yourself
with something you like better, and if nothing else, this will give you some backups in case the client ends up
not liking the direction of your initial concept.
Once you’ve settled on your preferred concept, try sketching some variations on it, adding or removing
elements, changing minor details, and beginning typography explorations.

Step 5. Create digital drafts in vector software

By now, you should have a messy smorgasbord of logo sketches as well as a better sense of what you
want the final logo to look like. Of those sketches, take around 3 of your best ones and recreate them in your
design software. This is where your final logo really starts taking shape.
Now you can make all those crucial design decisions you couldn’t in the sketch phase. In your digital
draft, you can experiment with logo colors as well as typography.
Once you have a solid draft, go the extra mile to create a presentation to showcase your logo. This
involves presenting the flat logo along with any variations, an overlay with brand imagery, and mockups of the
logo out in the real world. The goal is to communicate your vision of the brand with a persuasive, knockout
logo presentation.

Step 6. Refine your logo design with feedback

Here’s something you don’t need to be a designer to appreciate: everyone’s a critic! No matter how
perfect you think your logo design is, chances are someone, somewhere, is going to request changes.
That’s not always a bad thing. When you work on the same image for hours or days (or weeks, or months), you
tend to mistake the forest for the trees. A fresh set of eyes on the final product can reveal some room for
improvement you hadn’t noticed before.
Getting feedback on your design is the easy part. The real challenge lies in interpreting and acting on
client feedback. Ask follow-up questions and use your best judgment to decide what feedback is most valuable.
Step 7. Prepare and deliver the final logo files
With your logo finalized, it’s time to deliver your final files! You should determine what design files your
client needs at the start of the process (in case they have any special requirements). But in general, it is best to
include:
 Layered source vector files, such as AI
 Layered EPS/PDF files (for clients using different vector programs)
 High resolution raster files for web, including PNGs with transparent backgrounds

Understanding Raster and Vector Objects

Vector files are images that are built by mathematical formulas that establish points on a grid. Raster
files are composed of the colored blocks commonly referred to as pixels. Because they can infinitely adjust in
size without losing resolution, vector files are more versatile for certain types of tasks than raster files.

Image Format

Image format represents an image output file you produce from an design. There are
different types of images format that we use to save projects when developing designs in
Adobe Photoshop, some of them are PSD, JPEG, BMP and PNG.

.PSD Format

This file format is output file format that can be optionally selected when saving a
Photoshop design work canvas. PSD file is a kind of file format that preserve the layers and
other filters and styles together with the other object used to create the design thus; it is a
Photoshop editable file.

.PNG Format

PNG format and other file format like .JPEG and .BMP file that will transform the editable
Photoshop output object into a single raster object output.

.JPEG Format

JPEG format is a commonly used method of lossy compression for digital images,
particularly for those images produced by digital photography. The degree of compression
can be adjusted, allowing a selectable tradeoff between storage size and image quality.

.BMP Format

BMP format, also known as bitmap image file or device independent bitmap file format or
simply a bitmap, is a raster graphics image file format used to store bitmap digital images,
independently of the display device. The BMP file format is capable of storing two-
dimensional digital images both monochrome and color, in various color depths, and
optionally with data compression, alpha channels, and color profiles.

.ai Format

.ai: Short for Adobe Illustrator, this file is commonly used in print media and digital
graphics, such as logos.

.eps Format
 .eps: Encapsulated PostScript is an older type of vector graphics file. .eps files don’t
support transparency in the way more modern file formats like .ai do.

.pdf Format
.pdf: The Portable Document Format is built for the exchange of documents across
platforms and it is editable in Adobe Acrobat.

.svg Format
.svg: The Scalable Vector Graphics format is based in XML (a markup language used widely
across the Internet that's readable by both machines and humans). It’s useful for the web,
where it can be indexed, searched, and scripted.

Knowledge on Vector Creation Tools

Graphic Editing Software

ADOBE ILLUSTRATOR
Illustrator —part of the Adobe Creative Suite—remains the kingpin of graphic design
software and for good reason. It packs a punch with a host of features that give you control
over every aspect of your logo design.
ADOBE PHOTOSHOP
Adobe Photoshop is a software application for image editing and photo retouching for use
on Windows or MacOS computers. Photoshop offers users the ability to create, enhance, or
otherwise edit images, artwork, and illustrations, creating image compositions, website
mock-ups, and adding affects. Digital or scanned images can be edited for use online or in-
print. Website layouts can be created within Photoshop; their designs can be finalized before
developers move on to the coding stage.

CORELDRAW
CorelDRAW is vector-based designing software that is used for creating logos, flexes,
brochures, invitation cards and any kind of vector designing based on the lining.
CorelDRAW® Graphics Suite provides everything you need to create an array of logos for
every type of client — from a distinguished corporate logo to a clever word mark or custom
t-shirt logo. CorelDRAW brings innovative logo design tools to users of all levels.

Adobe Photoshop

Adobe Photoshop is software that is extensively used for raster image editing, vector creation, graphic
design and digital art. It makes use of layering to allow for depth and flexibility in the design and editing
process, as well as provide powerful editing tools.

The shape tools - allow you to add graphic shapes in the form of a filled layer with a vector
mask, a solid fill, or as a path outline. Using the shape tools you can draw rectangular,
rounded rectangular, elliptical, polygon, line or custom shapes.
Shape Layer - When you draw a shape with this mode, a new layer will be created (shape
layer). You can move and manipulate this layer independently. By double clicking on the
color thumbnail in the layer you can change the color of the object/shape.

Path - With path mode, a vector path is created on the selected layer. A path cannot be
printed unless its properties are changed. You can apply fill and stroke to the path. By
pressing Ctrl+Enter the path can be converted to a selection.

The pen tool is a path creator. You can create smooth paths that you can stroke with a brush
or turn to a selection. This tool is effective for designing, selecting smooth surfaces, or
layout. The paths can also be used in Adobe illustrator when the document is edited in
Adobe illustrator or adobe photoshop if edited with adobe photoshop. The paths themselves
are not raster based.

The Type Tool creates and edits vector-based text in a separate layer.

Smart Objects - are layers that contain image data from raster or vector images, such as
Photoshop or Illustrator files. Smart Objects preserve an image's source content with all its
original characteristics, enabling you to perform non-destructive editing to the layer.
 PHILTECH INSTITUTE OF ARTS AND TECHNOLOGY INC.
SUBJECT: MULTIMEDIA PUBLISHING
MIDTERM

LESSON 7: INTERPRET AND ANALYZE THE PRINT MEDIA DESIGN BRIEF

TOPICS: Interpret and Analyze the Print Media Design Brief

Learning Outcomes:
At the end of this session, you will be able to:
 Familiar on different types of print media and their different purposes.
 Familiar on different types of printing methods
 Familiar on the different elements of design brief and understand client’s need and expectations.

LET’S START:

What is Print Media?

A medium that disseminates printed matter. Any written or pictorial form of communication produced
mechanically or electronically using printing, photocopying, or digital methods.
Print Media include such form as:
 Newspapers
 Magazines
 Books
 Newsletter
 Brochures
 Memos
 Business form, etc.

Print Media are traditional mass media published on paper. It represents the oldest and the most
widespread type of mass media because as opposed to electronic media, it does not require an elaborate
technical infrastructure on the part of the user.

History of Print Media

Advertising, and media itself, would not exist without print media.
In the beginning, all media was print. Before then, we all just
communicated messages orally. When we learned how to print and
distribute information, and when the printing press was able to
standardize printed material, the world was forever changed.
It all began in China with the invention of paper by Ts’ai Lun in A.D.
105. Just 40 years later, Pi Sheng would invent the first moveable type.
And, then, hundreds of years later, in 1276, printing finally came to
Europe.
Another 200 hundred years would pass before Johannes Gutenburg
would revolutionise printing with his famous printing press. Years would pass before refinements to the basic
printing press were developed. And, it was Nicolas Jensen who gave up readable “Roman” typefaces which
looked neater and were easier to read than Gutenburg’s original font.
But, the developments wouldn’t stop. You see, even with the invention of the press, you still could only
print text – no images. That all changed in 1880 when halftone was introduced. Now, printing presses could be
used to turn out pages with multiple shades, black and white, grey and everything in-between.
 Lord Stanhope’s cast-iron version of the printing press also dramatically reduced manual labour costs
as well as increased the size of paper that could be used in the press.
Of course, this motivated people to start publishing some of the first tabloids and gave birth to the
modern “celebrity.” Tabloids, like the New York Daily News, and the New York Daily Mirror would routinely
publish photo spreads of stars like Rudolph Valentino.
Art Nouveau, which began in 1890, was popularised by companies like Liberty & Co (Liberty of
London). Joseph Pulitzer and William Randolph Hearst made names for themselves as journalists and
advertisers.
By 1935, the printing press was showing its age, and there was a silent revolution brewing in the
invention of the first electric typewriter.
Today, we have an almost unlimited number of print options, but this is thanks to companies like IBM,
who spearheaded the computer revolution. Apple and Microsoft both contributed to computers as well,
specifically in software development.
But, it was Steve Jobs, and his company Apple, that made great headway in refining fonts and typefaces
for Apple computers.
Printers, which are modern-day versions of Gutenburg’s original press, have freed practically everyone
from the restraints of large media companies.
And, the market is huge. Companies, like Stinky Ink sell replacement ink cartridges, companies like HP
and Dell, Epson and Lexmark, sell the hardware.
Indeed, today, almost everyone who has a computer owns a printer. They’ve almost become throw-
away hardware devices. And, it’s only getting better.

Advantages and Disadvantages of Print Media

ADVANTAGES
• Appeal to visual learners
Flashy images in magazines get the attention of many magazine readers. Thus if you have a killer
ad design, the results are always promising.
• Still gives a higher Return of Investments (ROI) than digital ads
There is a high tendency for print media to keep at homes and re-read and shared. Newspapers
and magazines at the doctor's office, the library or public places, have a long shelf life which increases
your ad's exposure. Following gives print ads higher chances to stick than digital ads which forget
instantly.
• Loyal customer base
Print media has a large loyal customer base that buys the publication on a weekly or monthly
basis for months, maybe even for years. Thus you are assured of massive exposure for your
advertisement with print media.
• Flexible
Print media advertising comes with many options. From features, full-page ads to small ad
listings it gives you the flexibility in selecting the type of ad to fit your requirements and budget.
• Establish trust
Researches shows that print media is one of the most trusted media outlets out there. Since
people purchase from those who they trust, advertising on print media can attract you more sales than
any other media outlets.
• Reach multiple generations
Consumers of newspapers and magazines can range from teens, young adults to senior citizens,
enabling you to target a wide range of audience easily.
• Best for local targeting

DISADVANTAGES
• Not for a global audience
Print media is not the best method to get the word out about your business if you are targeting a
global audience as it's very rare to find print publications that read globally.
• Requires a lot of planning
Getting published on print media is quite a process. You will have to plan your ad, write an ad
copy, hire someone to design it for you and submit the ad copy to the publication and process the
payment. The process can be time-consuming and complex.
• Hard to target a specific audience
With print media, it's hard to target specific audiences. For example, targeting people who want
to buy a camera is not possible with print media like weekly newspapers.
• Might not stand out
 There's always a chance that your ad to get disappear among other ads as print media publish a
lot of advisement per edition even if you pay for a full-page advertisement.
• Higher cost
Getting published on print media can be highly expensive.

Different Types of Print Media

Common Types of Print Media
1. Business Card
Business cards are a vital part of communicating and promoting
your company’s brand. You can easily showcase your logo, business
name, address, phone number, website, and any social media links.
Business cards are the perfect networking tool to have in your pocket,
both literally and figuratively. Business cards are a simple and
undervalued way of sharing your basic company information with
others.

2. Brochures
It is handy to have print brochures to physically hand out to customers. Customers want to know the
types of products and services your business sells. You can include
specific details such as price, varieties, and hours available. The beauty
of having brochures is that they essentially self-market your company.
You don’t need to be physically present explaining your products or
services. Your clients can read about them at their leisure.
Print media, like brochures, encourage customers to read or
interact with the material almost immediately. For a business owner,
this is preferable. Digital marketing media such as website links or
emails can be easily ignored or sent directly to the spam folder. The
more times your customer interacts with your brand, the more likely
they are to buy from you.

3. Flyers
One of the most versatile and affordable ways to pass messages to
your customers are flyers. Flyers have numerous outlets to reach
customers, including in-person distribution, direct mail, and in-store
distribution. They are easy to read and simple to distribute. You can
easily get high-quality prints at a low price.
You can share information about upcoming sales, events,
promotional offers, or announcements. Depending on whether you have a
business-to-business (B2B) company or business-to-consumer (B2C), you
might consider different information you would put on your flyers.

4. Postcards
Postcards are a great marketing investment. Postcards are extremely versatile and cost-effective, plus
they can be used to target a specific area. Like flyers, responses and returns
can be measured.
Postcards are attention grabbers since people can read them without
having to open an envelope. Postcards immediately offer an impression since
they aren’t hidden inside an envelope. Since they are small, compared to
other types of mail, it’s likely they will be placed at the top of the stack,
leading to a higher probability that it will be viewed amongst the first few
pieces of mail.

5. Posters
Posters are a timeless print marketing tool to cover wall or window
space while simultaneously advertising to a large audience. Everyone who
passes a poster or mini poster has the potential to see it. While a flyer or
brochure may be read once and possibly discarded, posters provide continuous and repetitive exposure until
they are taken down. The longer the posters are up, the greater the chances are that the poster will drive the
message home.
Posters can promote events, advertise products, or feature your company’s values and vision for the
future. They can be hung almost anywhere (check with your city or local ordinances before hanging posters out
in public). Posters are size and shape flexible -you can print mini posters for bulletin board announcements or
full-size posters for gaining exposure in the community. While both sizes of posters have high visibility, for
times when you need a greater visual impact, a larger poster would be more suited.

6. Banners
Banners are another inexpensive and effective print marketing
tool that every business should have in their collection. They are easily
reusable and durable. They can be used both indoors and outdoors, thus,
reaching a wider audience than posters might.
Companies sponsoring local events, participating in community
activities, or appearing at trade shows will get a lot of use from banners.
They are light-weight and flexible, making them easy to transport. With
just a small amount of string, banners can easily hang from trees, posts,
or poles. When not in use, banners can be rolled up to save space. Just like with posters, banners can
repetitively reach the same customers over and over again.

Printing Methods
There are many different types of printing methods available and they're continuing to evolve. Each
type is suited to a different need, meaning that businesses can choose a printing technique that best highlights
their products or service. So what are the different types of printing and how do they vary from each other?

Printing is something that's been around since before 220AD. The oldest known printing technique is
known as woodcut and involves carving an image onto a wooden surface.

Printing has evolved a lot since then - instead of manual wood carving, you can choose from a wide
range of technologically advanced methods.

Common Types of Printing Methods

Offset Lithography
Often used for:
Rough-surfaced media e.g. wood, canvas and cloth

Versatile method so can also be used for books, paper, stationery and
more.
Also known as offset printing or litho, offset lithography is a very popular
method of mass-production printing. It involves printing plates, usually made
from aluminium which each hold an image of the content that needs to be
printed.
These plates are then transferred (offset) onto rollers or rubber blankets
before going onto the print media, which can be any type of paper you want. The
print media doesn't come into contact with the metal plates, which extends the life of the plates. As well as this,
the flexible material of the rollers or rubber blankets means offset lithography can be used on any media with
rough surfaces.

Flexography
Often used for:
Packaging and labels, anything with continuous patterns e.g. wallpaper and gift wrap

Flexographic printing is the modern version of letterpress

printing and is commonly used for printing on uneven surfaces. This
style of printing uses quick-drying, semi-liquid inks and can be used for
high volume jobs.
 Flexible photopolymer printing plates wrapped around rotating cylinders on a web press are used.
These inked plates have a slightly raised image of the content on them and are rotated at high speeds to
transfer the image onto the print media.
Flexography is a popular choice for its high press speeds, suitability for long runs and ability to print on
a huge range of media including plastic, cellophane and metallic film.

Digital Printing
Often used for:
Posters and signage, labels, newsletters, menus and letters

Digital printing is a modern method that covers a variety of

different techniques including inkjet printing and laser. In digital printing,
images are sent directly to the printer using digital files such as PDFs. This
eliminates the need for a printing plate, which is used in other types of
printing such as lithography, and can save time and money (unless you're
printing in larger numbers).
Digital printing allows for quick turnaround and allows businesses
to print on demand. It's also great for small run jobs - requests can be made
for as little as one print. If you choose digital printing for the right job, it
can make for a cost-effective method that still produces high quality prints
similar to that of the other, bigger-scale options.

Large Format
Often used for:
Large signage e.g. billboards, posters, vinyl banners Wallpaper and murals, Floor graphics, Laminating
As the name might suggest, large format printing exists to produce maximum print roll width. Perfect

for traditional advertising mediums and businesses who are looking to make a huge impact on their customers,
this printing method gifts you with a much bigger area to work on, as opposed to the other methods such as
digital printing.
Rather than printing onto individual sheets, large format printing uses rolls of prints that are fed
incrementally to produce one large sheet.
For large print media such as building wraps, billboards, banners and murals, large format printing is
the best option. The other printing methods will not be able to produce as large a material. Most businesses
choose large format media to produce flat items which can be hung on a wall, but they can also be folded or
made to stand freely.

Screen Printing
Often used for:
Printing logos and graphics onto clothes, fabric banners, posters

Screen printing is a printing technique where fine material or mesh is used to transfer an image onto
another material. The mesh is stretched out so it creates a screen and ink is pressed against it in order to
successfully print the image. Popularly used to print graphics onto
clothes and other pieces of fabric, screen printing can also be used
for paper and metal.
There's a lot of setting up required with screen printing, so
it's best used for printing repeat items in bulk. It's not very cost-
effective for small number orders. But if you need a lot of the same
image, it's a highly cost-effective method of printing.
3D Printing
Often used for:
Promotion and marketing freebies, novelty items, display items, toy figurines

Since the 1980s, 3D printing has allowed us to print three-

dimensional objects, which can be a great way to make an impact
on your audience. The desired objects of various shapes and sizes
are created using digital model data from 3D models or electronic
sources such as an Additive Manufacturing file (AMF). Additive
compound mixtures are then fused together to produce this 3D
object.
3D printers have continued to get more and more
sophisticated. Today, even items with interior moving parts can
be printed. After the details have been worked out on a computer
programme such as CAD, miniscule layers are printed on top of
each other using a special plastic substance.

LED UV
Often used for:
Newsletters, posters and leaflets, magazines, catalogues, brochures and prospectuses, stationery

LED UV printing is a method that's becoming increasingly

popular among businesses due to its extremely high quality prints
and quick turnaround times.
It's a form of digital printing that uses UV (ultraviolet) lights
to dry the ink as it's being printed. The drying process, also known as
UV curing, is unique and sets it apart from the other printing
methods because it's instantaneous and prevents the ink from
sinking into the materials.
The results? You no longer have to wait for the ink to dry,
which saves time and the colours come out looking much sharper
and clearer.
LED UV is eco-friendly as it uses less power than traditional print machines and unlike many of the
other methods; it's not limited to the type of stock (printing materials) or to certain print jobs.
Its versatility means it's ideal for a wide range of projects including brochures, catalogues, prospectuses
and posters. Because of its ability to instantly dry ink and produce bright, vivid colours, it can turn an ordinary
product into a luxury, high quality product that is attention grabbing.

DESIGN BRIEF AND REQUIREMENTS

A design brief is an important document that outlines your design project so that you and your client
understand exactly what to expect in terms of deliverables and project workflow. It’s a key project
management tool that also helps you manage client expectations, so it’s important to learn how to write one to
keep your web design projects on track.
A design brief, also known as a creative brief, is a project management document that allows you to
identify the scope, scale, and core details of your upcoming design project. It is similar to a proposal or
statement of work with the key difference being that in a design brief, your client has already decided that they
want to work with you—you’ve already closed the deal, now it’s time to lay out the details.
Importance of Design Brief
Why is the Design Brief important?
First and foremost, a good design brief will save you lots of time in pointless emails, calls and meetings.
It will also help you get more quotes to compare from different designers and agencies, as they’re much more
likely to provide you with a specific proposal if they see a specific brief.
From a designer’s point of view, a comprehensive design brief shows that the client has a clear vision
what they need and are motivated about the project. Many people won’t even reply if they see that you don’t
have a clear idea what you want, because they know that the project won’t happen in the near future and might
see you as a potential “time waster”. The time that designers and agencies spend in acquiring new clients is not
billable, so they always prioritise clients that are very clear with what they need. And the reality is that if you’re
really serious about your project, you surely wouldn’t mind spending an hour or two to describe it.
A design brief to a graphic designer is similar to what a blueprint is to an architect. Without a design
brief, your graphic designer will be left guessing what it is exactly that you require which can then result to a
design which is far from what you want or expected. The design brief will ensure that your graphic designer
will be able to come up with the right design the first time. In addition, design briefs also serve as a point of
reference not only for the graphic designer but for the client as well. The design brief is a great point to come
back to say the project go over a few months and we get off track as to what our main goals are. This is a great
example too of when both client and designer would need to refer back to the brief.

Elements of Design Brief

Although different campaigns may be in need of different creative deliverables, all of your briefs will
look relatively similar. We’ve broken down a standard format for you to follow to ensure no details are left out.
Some specific elements will vary slightly depending on whether you’re employing internal or external
support, but most creative briefs should include the following items:
1. Your company’s background, ethos, or mission
2. An explanation of the project, and how this request for creative fits into the overall strategy of the
campaign
3. Audience information, including the markets you’re targeting and any pertinent demographic or
psychographic profiles
4. Your “big idea,” or the objective you’re hoping to achieve with the creative deliverables
5. The voice and messaging of your brand
6. Your competition, and any challenges or push back you anticipate
7. Logistical details including your budget and the time frame in which you need the project completed
Here’s a more detailed look at what to include, as well as some top tips on how to create a quality
creative brief.
1. Your company’s background
To begin the brief, you want to present the core elements of your business so that an external agency
can understand your brand. If you have a specific point of view or set of values, or are mission-driven, this is
the place in which you want to communicate that. Of course, this part might be left out if you’re working with
someone internally.
Pro tip: Jargon and flashy marketing words aren’t helpful here — you want to be as direct as possible in order
to get your message across.
2. Your project
This section will help creative understand what you’re looking for in terms of their deliverables. For
instance, you’ll explain whether you’re requesting a 30-second commercial to help raise awareness of your
newest product launch, a 6-week podcast to spread the word about the high-profile clients you’ve engaged, or
perhaps a new website to refresh your branding.
Pro tip: In this section, it’s vital not only to let your creative know what you’re looking to accomplish, but also
how it fits into a specific integrated marketing campaign and the larger strategy for your company.
3. Your target audience
The more you understand about your audience, the better your creative team will be able to nail your
request. Here, you’ll include who you’re looking to target with this specific campaign and the details you have
about their behaviors and desires that can be relevant to helping creative execute effectively.
4. Your objective
What are you looking for beyond the actual assets? Are you hoping to potentially reach new customers,
or realign your brand with another demographic, for example? Providing your desired outcome to creatives
will help them visualize the most effective execution.
Pro Tip: Include the mission statement of your overall campaign, which will provide a concise definition of the
campaign’s goals.
5. Your voice
Think of this as a highly distilled style guide (feel free to share your complete messaging guide with an
external agency.) Do you have a specific tone of voice that you always communicate in? Is there messaging you
need to hammer home? This should reflect your brand and speak to your target audience.
Pro tip: Is there a specific word(s) that needs to be included in the creative? Add it into your brief.
6. Your competition
Including your competition isn’t a must, but doing so enables your creative team to see who you’re up
against so they can uniquely position you in the market. Define competitive companies, products, or even
specific campaigns — whichever is most relevant.
Pro tip: If you have any particular elements (whether similar to, or in contrast with your competitors’
campaigns) that you want to include in your creative, note it in this section.
7. Your scope
Finally, you may want to include exactly what you’re looking for, the budget you have, and deliverable
due dates. This will be part of a larger conversation, of course, but providing this information in a creative brief
can help your creative partner make sure they are aligned — and so you don’t overspend if you’re employing
an outside firm.
Pro Tip: If you’re using an external agency for the first time, make sure you have background information on
their price range and turnaround time to avoid unnecessary roadblocks.

CLIENT’S NEEDS AND EXPECTATIONS

Common types of Customer Needs
Product Needs
1. Functionality
Customers need your product or service to function the way they need in order to solve their problem or
desire.
2. Price
Customers have unique budgets with which they can purchase a product or service.
3. Convenience
Your product or service needs to be a convenient solution to the function your customers are trying to meet.
4. Experience
The experience using your product or service needs to be easy -- or at least clear -- so as not to create more
work for your customers.
5. Design
Along the lines of experience, the product or service needs a slick design to make it relatively easy and
intuitive to use.
6. Reliability
The product or service needs to reliably function as advertised every time the customer wants to use it.
7. Performance
The product or service needs to perform correctly so the customer can achieve their goals.
8. Efficiency
The product or service needs to be efficient for the customer by streamlining an otherwise time-consuming
process.
9. Compatibility
The product or service needs to be compatible with other products your customer is already using.
Service Needs
10. Empathy
When your customers get in touch with customer service, they want empathy and understanding from the
people assisting them.
11. Fairness
From pricing to terms of service to contract length, customers expect fairness from a company.
12. Transparency
Customers expect transparency from a company they're doing business with. Service outages, pricing changes,
and things breaking happen, and customers deserve openness from the businesses they give money to.
13. Control
Customers need to feel like they're in control of the business interaction from start to finish and beyond, and
customer empowerment shouldn't end with the sale. Make it easy for them to return products, change
subscriptions, adjust terms, etc.
14. Options
Customers need options when they're getting ready to make a purchase from a company. Offer a variety of
product, subscription, and payment options to provide that freedom of choice.
15. Information
Customers need information, from the moment they start interacting with your brand to days and months
after making a purchase. Business should invest in educational blog content, instructional knowledge base
content, and regular communication so customers have the information they need to successfully use a
product or service.
16. Accessibility
Customers need to be able to access your service and support teams. This means providing multiple channels
for customer service.