No one told me this was an issue?
Of course I selected this image. We’re fans.
I’ve been meaning to blog about this for some time. creativebits discussed using gradients in logos, well, almost a year ago. It never occurred to me that staying current with technology was an issue.
Sure, when I learned about Graphic Design full color printing was an expensive and complex process. Spot color or the use of two or three Pantone colors, sometimes with tints, was generally the way to go. However, full color or process printing has been very affordable for many years. Even newspapers are printed in full color.
One of the major expenses of full color printing was the cost of creating the color separations so that the inks could mix to photographic clarity. With contemporary computer processing power and software, that is no longer an issue.
creativebits lays out a similar history and old arguments for not using anything but solid colors in logos. I have always believed that if the client is educated and willing we as designers and clients as businesses should embrace the most current technology; colors, gradients, transparency, whatever works best for the images being created.
Enjoy the gallery at creativebits. Remember that when creating ‘period’ looks for film or theatre, one has to research printing methods available in the specific time. A Victorian gradient is likely a product of poor research.
There still needs to be a black and white version of any logo image. Probably not for long.
2 Comments
When I was in my 30s, as exec vp and associate publisher of an art book publishing company, the process was unbelievably tedious — color separations made in Hong Kong or eastern Europe and like that. Then in the 90s I ran into again when I started a small indie record company. It’s a much better, easier world now — printing-wise, anyway.
Great informative post thanks for sharing…..