Estimated reading time: 15 minutes
Swag, an acronym for “stuff we all get,” encompasses all the branded items from businesses. T-shirts, stickers, note pads, pens, beer can koozies—all the fun little things you can print your logo on and act as a reminder of your brand and business. That’s why logo printing is so important, it’s free advertising in a prime location—your customers’ homes!
But printing on a mug isn’t the same as printing on a hoodie, and if you treat them the same way, you’re going to have some shoddy swag. Instead, learn to look at logo printing from a designer’s point of view and make design choices that optimize your logo for whatever you’re planning to print it on. In this article, we’ll explain how to print your logo like a pro.
In any discussion about logo printing, there are a few terms that come up over and over again. So before we get into the technical aspects of printing your logo on specific materials, here’s a quick glossary of the terms and concepts to help you understand the significance of your design decisions.
CMYK and RGB are two different color modes used for printing. Their names refer to the colors they use: Cyan, Magenta, Yellow and Key, or the more traditional Red, Green and Blue.
But wait—key isn’t a color! In CMYK, it is. Specifically, key is black, the color you get when you mix the other three together.
With CMYK, unique hues are created by blending cyan, magenta and yellow in different ratios. This color mode was developed to use physical links, and if you print a test page from a color printer or look closely at an old comic book, you’ll see individual dots in these three colors and the new colors they create when they overlap.
CMYK in action. Via Colour Studies
RGB works a little bit differently. Instead of overlapping base colors to create new ones, RGB works by displaying red, green and blue lights closely beside each other to create an image. Specific colors are created with varied combinations and intensities of red, green and blue light.
If you’ve ever picked a color with one of these, you’ve used RGB’s primary mechanism. Via WordPress
Bottom line: CMYK is for print projects, and RGB is for digital. Learn more about the technical differences between RGB and CMYK here.
The next thing you need to know is the difference between raster and vector images, as well as the different image file formats used in logo printing.
Generally, vector images are recommended for logo printing.
Raster images are made up of pixels. In contrast, vector images are made up of geometric shapes. When a raster image is created, the number of pixels it contains is locked. You can make it bigger or smaller, but the image will get blurrier as those pixels are stretched and squashed. Vector images, on the other hand, are essentially math equations. When you scale one larger or smaller, it retains its original dimensions.
Vector graphics are infinitely scalable, meaning lines are crisp and sharp even when you zoom in. Logo design by KONSTABR via 99designs by Vista.
The pixels of a raster image are visible when you zoom in. Illustration by netralica via 99designs by Vista.
Raster images are typically used for photographs and are also the default image type for certain digital design programs like Photoshop. Typically, graphics and other kinds of digital art are created as raster images.
Vector images, because they can be easily resized, are usually the image type of choice for print projects. This will likely be an AI, PDF, or EPS file. They’re also the best choice for logos, icons and typesetting. While Photoshop is the main program used to create raster images, Illustrator is the professional designer’s go-to choice for vectors.
If you’ve ever bought a monitor or a TV, you’re undoubtedly familiar with the term “resolution.” A screen’s resolution is the number of pixels it displays per every inch of surface area. Speaking more generally, that’s all resolution means: how many pixels are within an inch of space. The more pixels within an inch, the sharper the image.
A lower PPI resolution results in less detail and a pixelated image
A higher PPI resolution results in more detail and a sharper image
When talking about image resolution, you also hear the term DPI (“Dots Per Inch”) or PPI (“Pixels Per Inch”), which are the units of measurement for raster graphic resolution. In most cases, the larger the surface you’re printing on, the higher your resolution, or DPI, should be. Learn more about DPI and PPI here.
T-shirts are one of the most popular places for logo printing, but they’re not the only kind of soft, wearable swag available. Long-sleeve shirts, hoodies, dog clothes, gloves, socks—there are a ton of ways to wear your logo.
Printing on a piece of apparel gives you lots of space for a detailed image. Apparel design by Smashlen via 99designs by Vista.
T-shirt design by Ryan@rt via 99designs by Vista.
There are three main ways to do logo printing on soft fabric:
The process and end result for each is unique. Which of these options is going to be right for you depends on how detailed and colorful your logo design is and the effect you’re going for. You can read more about all three in our guide to printing on t-shirts.
Screen printing
Vinyl graphics
Direct-to-garment
Cotton stretches. Cotton breathes. Cotton wrinkles. Even when your T-shirt is a cotton blend, remember you’re designing something that will be available in multiple sizes, probably multiple colors, not to mention it will stretch and/or shrink through years of wearing and washing.
Make your logo easy to size up or down by sending it to your printer in a vector file format. If your logo has transparency in it, try creating a version where all the colors are opaque so the image doesn’t get lost or look weird on certain colored fabrics. Take a look at mockups on various colored shirts and choose to print only the ones that work with your logo.
When you’re printing your logo on a T-shirt, hoodie or any other kind of soft textile, ask the printers to show you finished versions of every product you’re considering. In other words, if you want to print your logo on T-shirts and fleece zip-ups, make sure you see a T-shirt and a fleece zip-up from that printer. Although both are soft cotton, they have very different textures and your logo can end up looking great on one but awful on the other.
Baseball caps are another one of the most popular kinds of swag. Why? They’re small, they’re lightweight and they’re practical—just about everybody wears a hat sometimes, whether to keep their head warm, to keep the sun out of their eyes or simply to complete an outfit.
A baseball cap isn’t the only kind of rigid fabric you can use for logo printing, though. Tote bags, bandanas, bucket hats and flags all fall into this category as well. The difference between these and softer cotton products is that rigid fabrics don’t stretch like softer fabrics do. You don’t have to be as aware of how your logo will look when it’s stretched across somebody’s chest or pulled over their shoulders.
Traditional printing—pressing ink into textile fibers, as with T-shirt printing—isn’t the only way to print your logo on a baseball cap. You can also have your logo embroidered on a hat to add visual and tactile intrigue with texture, but that’s a process separate from logo printing.
Embroidery, while not technically printing, is another way to get your logo on merch. Logo design by Painted Pony Studios via 99designs by Vista.
With rigid fabrics, you have to design around your material’s texture and color. Product packaging design by TikaDesign. via 99designs by Vista.
And you can always print on caps, too. Hat design by athenabelle via 99designs by Vista.
Much like printing on a cotton jersey or other soft fabrics, the color of the material you’re printing on can discolor your logo. Either design your logo with fully opaque colors or choose specific fabric colors that complement your logo design. You can even design your logo around the material you plan to print on—maybe a light tan canvas is the perfect backdrop for your logo.
Take a look in your kitchen cabinet and we guarantee you’ll find at least one mug with a logo on it. Mugs are right up there with tT-shirts as some of the most popular swag options, and it’s easy to see why: everybody uses them. (Not a coffee drinker? No prob—a mug makes a great desktop pen holder!). But one of the big reasons mugs are popular swag comes from behind the scenes: printing your logo on a bunch of them is a relatively simple, inexpensive process.
Your logo can go anywhere on a mug. Mug design by aran&xa via 99designs by Vista.
Who says your mug has to be mug-shaped? Mug design by degowang via 99designs by Vista.
Each involves a different process and comes at a different price point and each has different results. For example, direct screen printing is generally your least expensive option for logo printing on ceramic, but it also tends to produce lower quality prints than other methods, like sublimation printing and litho printing.
Mugs are curved, so your logo might get distorted. Try it out by printing your logo on paper and wrapping it around a mug to see how it will look when it’s actually printed on the mug.
Your logo’s design can determine which printing method is best. If your logo is relatively simple—that is, simple geometric shapes and no gradients—direct screen printing can work just fine and save you some money. If you’ve got a more detailed logo, you might want to go with litho or digital printing.
When it comes to logo printing, there are two types of paper, which we categorize as “thin” and “thick.” In this case, thin paper refers to:
As you can see by the diversity in the list above, it can be tough to give one-size-fits-all guidelines to printing on thin paper. This paper comes in a variety of textures, thicknesses and opacities. Your logo printed on stationery can look very different from your logo printed on tissue paper.
When you print on thin paper, you can work negative space into your design. Flyer design by tale026 via 99designs by Vista.
When you’re designing to print on thin paper, be sure to mock up your design on every kind of paper you plan on printing onto. As we said above, factors like the paper’s thickness and texture come into play and can dramatically alter how your logo looks.
Another design consideration to keep in mind with paper is glossiness. On glossy paper, your logo’s colors will look more vibrant. Depending on the look and feel you’re going for, this could mean dialing back your color saturation before you send your design to print or, conversely, making the colors more vibrant in the version that will go on matte paper products.
As opposed to thin paper, thick paper refers to:
This category’s a little more challenging to characterize neatly like the previous one, because thick paper comes in various thicknesses and glossiness levels. As a general classifier, this category covers any kind of paper you can’t easily crumple up into a ball.
Often, contrast is key when you’re printing on thick paper. Cup design by Ryan@rt via 99designs by Vista.
Product packaging design by Darkness 1911 via 99designs by Vista.
Product packaging design by DesignSBS via 99designs by Vista.
Just like with thin paper, you’ve got to consider how glossy or matte the paper you’re working with is.
Think pens, flash/thumb drives, frisbees, travel mugs, water bottles, cafeteria trays—we’re surrounded by hard plastic, and a lot of it is branded. If you’re looking for interesting swag ideas, look into all the different plastic items you can print your logo on. Going with some kind of plastic merch can be a cool way to get your logo out there on something more outside-the-box than a T-shirt.
Print your logo on your luggage and take it anywhere you go. Luggage design by alebelka via 99designs by Vista.
Water bottles are another common piece of swag for logo printing. Illustration by Eliza Osmo via 99designs by Vista.
Each of these printing methods comes with its own demands, limitations and costs. For example, pad printing involves etching your logo into a silicone pad, covering it in ink and then pressing it onto the plastic item, leaving the negative space in the image empty and the inked portions colored. This process can work for a multi-colored logo but is generally easiest for single-color images. Digital inkjet logo printing instead prints directly onto plastic products.
Plastic can be opaque, somewhat transparent or completely transparent. How transparent (or not) the plastic you’re printing on can potentially distort your logo’s colors.
With hard plastic, you don’t have to worry about stretching the logo out, so you can create an image with intricate details. But if you’re printing on something small, like a thumb drive or a golf ball, keep your logo simple. You can even create multiple versions of your logo—a detailed version for stationery, T-shirts and other large items, but a separate, smaller and more streamlined version for smaller pieces.
Think of decorative metal signs, stainless steel cups, travel mugs and branded jewelry. You can do a lot of fun branding with metal. This kind of logo printing doesn’t have to be just decorative, either—logo printing on metal is a great way to brand unexpected items like cookware or tools
Choose swag that fits your brand. Scissors are a great choice for any sewing or craft brand! Illustration by Andrey Prokhorov via 99designs by Vista.
Giving out metal business cards is one way to ensure you’re not forgotten. Business card design by HYPdesign via 99designs by Vista.
Product packaging design by TikaDesign via 99designs by Vista.
Printing on metal is somewhat like printing on hard plastic. It’s inflexible, so you don’t have to worry about your logo getting distorted or stretched.
Although it’s not a form of printing per se, you can also laser engrave your logo onto metal. With laser engraving, you can cut a super precise logo into metal. But there’s no colors—the only color at your disposal is that of the metal you’re engraving.
The final step in printing your logo is to choose the right printer for your needs. Choose a printer that offers the materials and printing techniques you’re looking for and make sure to go with a printing company that provides plenty of examples of finished products, so you can get a feel for what quality you can expect. Also pay attention to customer reviews when comparing printing companies.
Your printer will provide you with the final details and measurements for your printing project. Oftentimes they will show you a printing preview or offer the option of ordering a sample before producing a large batch of prints, so you can double check what your final result will look like.
Author: Lindsay Kramer
That time has come in your business to start cementing a visual brand. You need to begin the journey of your visual footprint and generate the leads to help you grow. It’s time to learn how to design a logo.
Visme can help you create a logo that will represent your brand story and values. Using this guide and our professional templates, you can have a memorable logo in no time.
It’s important to remember that a logo is not something you can design carelessly . There is a lot of preparation involved in creating a meaningful logo. We suggest you do the prep work instead of jumping in blindly to design a logo you might regret later.
Ready to dive in and start learning how to design a logo?
Every visual aspect of your brand will need your logo in it. For example, business cards, letterheads, reports, proposals, advertising and much more. Having a logo is a necessity for a business of any size. Even your home-based freelance business can benefit from a logo.
It's still important for someone who's a non-designer to know how to design a logo, especially when budgets are tight and you're starting a new business or rebrand.
The main purpose of a logo that represents your brand is to have a visual tie to your digital and physical footprint on the world. It’s a way for people to recognize you in any instance your business is involved in.
Customize and create your own logo from this template. Edit and download here.
A business’s brand has two intersecting paths; the background story, values and identity, intertwined with the visual representation of all the conceptual aspects. A logo holds the visual capacity to share your business widely.
What it doesn’t do is tell the whole story.
Your logo must at the same time, represent your brand and spark interest for further interaction. Nevertheless, it’s important to remember that your brand is not your logo.
Essentially what this means is that you can’t rely on only your logo to represent your brand. As important as it is, this visual mark is only part of the bigger picture.
With that said, it’s time to start working on your logo. Here is a useful video to help you come to grips with the process.
Your logo is infinitely tied to your brand. For that reason, you need to define your brand identity before finalizing a logo.
The first step to defining a brand identity is to tell your business story. This is the mission statement for your business.
A mission statement is a short paragraph that defines the following:
Furthermore, you’ll also need a vision statement. This is a second short paragraph detailing your vision for the future of your business. This short text states the following:
The reason why you need both a mission and a vision statement is simple. When you create a logo, you want it to last as long as possible. Of course, you could eventually rebrand but it’s best to have a strong logo from the start.
Don’t limit your business potential. Instead, create a logo that grows along with you. Stay away from visual trends and go for a timeless design.
Once you have your mission and vision statements drafted, you can start visualizing a logo. The best way to start is by getting inspired. Look at logos used by your competitors and businesses you admire.
Take notes and keep screenshots of your favorite logo examples. Also, keep records of some logos that you don’t like.
If you don’t know where to look, you can start with our collection of 40 logo designs to inspire you.
As you look for inspiration, you’ll notice that logos come in different shapes and styles. In fact, many logos have variations of the same design. This is a common practice so that a logo can be used in different channels and locations.
All variations are classified into one of the following categories.
A wordmark logo is the most common of all types. It’s essentially the wording of your business in a nice design and font. The words can be arranged in different ways and can include unique customizations in the letters.
The reason this type of logo is called a wordmark is because it has no visual element that isn’t part of the actual words, like you see below.
Designed by Brett Layton
A lettermark logo is made up of the initials of a business name. This type of logo makes perfect sense for business names that might be too long or if you’d like people to know your business by its initials.
For example, businesses like UPS, NASA, DHL. The arrangement of the letter can be done in any way that is readable and easy to understand.
Designed by By Haus
A brandmark logo has no words in it. It’s only a visual element that represents the brand. A great example of a brandmark is the Nike swoosh. This type of logo isn’t the best choice for a brand that’s just starting.
The brand name must be recognized first along with the visual. Also, this design must be unique and not in use by anyone else to be worth it.
A combination logo is the most common type of logo around. These are made up of a visual and a wordmark or lettermark. This style of logo is perfect to start with. Here at Visme, we have several logo templates in this style that you can use right now.
Customize this logo template and make it your own. Edit and download here.
An emblem logo is the last type of logo on the list. These are logos that are usually bound inside a shape with a visual and the brand name in a neat composition. Sometimes the words are rounded to fit in a circle, like the Starbucks logo.
In your notes, you’ll notice a personal preference for a particular style of logo. It might be one of the five logo styles or a specific design style. You might notice that you prefer logos that fit inside a shape or that have a strong icon or visual.
Alternatively, you might notice that you prefer black and white logos over the ones with gradient colored shapes.
Take note of these things and keep a visual log.
Creating a logo when you’re not a designer doesn’t limit you from great results. But it won’t hurt to first understand a little about how shapes, colors, and fonts make up the visual integrity of a logo.
It’s common for a logo to be inside a shape or have a shape as part of the design. There are two ways in which shapes are incorporated into a logo design; as a visual along with the words and as a bounding shape.
The most used bounding shapes for logos are circles, squares, ovals, and rectangles. In the case of emblem logos, the shape can resemble a shield, diamond, or stamp.
In the case of a logo without a bounding shape, the actual shape of the letters and symbol is important. Are there curves? Straight angles? Interconnected shapes?
Choosing the right shape and element shaping is key to the success of your logo. It might seem like something non-important but has a strong subconscious effect on the viewer.
Take a look at our article on shape psychology for an in-depth analysis. Here’s a sneak peek:
In the same way that shapes have a subliminal effect, so does color. The color choice for your logo is tied directly to the color choice for your entire brand. It’s important to analyze what your brand message is before choosing the colors for your logo.
Here's a tip – design your logo in black and white first. Once you like the font and shape combination, then add colors.
Designers do this because logos will not always be printed in color. In many cases, your logo will be in black and white or grayscale. It has to look good in every instance.
Check out our in-depth analysis of color psychology to understand the power behind the use of color in logos and your marketing in general.
Here’s a sneak peek at how color is also important in a cultural aspect:
The color red becomes associated with firetrucks early on, the same as how the color yellow becomes associated with the sun and green with the leaves of the trees. These early color associations form the basis for everything color psychology is about.
In fact, these first perceptions of color are inherent in every culture. In the US, pink is associated with princesses and ballet dancers, while in Japan pink is the color of the cherry blossom and is perceived a bit differently.
Knowing these subtle differences can help you better tailor your marketing efforts, especially if your products and services are international.
The Coca-Cola logo is white over red—the bottle caps are red, the merchandising is red, and even the trucks are red. People know that red is the color of Coca-Cola.
Things like these eventually form color perceptions in the minds of people. Since they have grown up seeing the Coca-Cola brand around them, they will always recognize it as something that is part of life.
When they eat a particular meal, they will instantly look for the red fridge in the restaurant to ask for a Coca-Cola. The red vending machines in public areas will always be noticed fast and will be missed if not there.
If Coca-Cola's logo turned yellow one day, it would confuse lots of people.
The color red of the Coca-Cola logo is the essence of brand loyalty, which is what color psychology in marketing is all about. It goes deep into human behavior and how we interact with our perceptions of color.
For further color inspiration, check out our collection of logo color combinations to inspire your own.
The third psychological aspect to keep in mind when creating a logo is the fonts you use. The font used for your logo should represent your brand message to the core.
If you want to seem reliable and strong footed, you won’t want to use a sans serif handwritten font. Instead, pick a serif font with a strong base.
Find out more about how fonts are perceived in this article by Crazy Egg. Also, check out this infographic for some great tips on how to choose the fonts for your logo.
Customize this infographic and make it your own. Edit and download here.
There are plenty of fonts in your Visme dashboard that will work great for your new logo. But if you want to use a more unique font, find one online and upload it to your Brand Kit.
There are many fonts available online for free and there are also other more unique fonts that require a licensing fee.
Here are some of our favorite font collections:
Now, you’re ready to start brainstorming what your logo will look like. A great way to tackle this is by creating a moodboard.
The best things to include in your logo moodboard are:
Are you wondering how to create a color combination for your logo without copying from an existing logo? We thought you’d never ask. We’ve included this step in the moodboard section because you can do both at the same time.
You’ve already collected logo inspiration, now it’s time to collect visual inspiration. Using your mission statement and vision statement, put together a collection of words that describe your business.
If you like mind maps or thinking maps, use one of our templates to start brainstorming.
Note down words that you feel describe your brand and business. Don’t only use adjectives, add some nouns as well.
Read through the color psychology post we mentioned above to see which colors best relate to the words you wrote down, take some notes on the colors you think might work.
Using these words and colors, do some searches on Pinterest and stock photo sites to find some visual inspiration for your moodboard. You can also use these terms to search inside the Visme photo repository for more visual inspiration.
To create a color palette, take some of these photos to Colormind.io and import your favorite photo. The app will generate a color palette with hex codes.
You can choose different types of color palettes for each photo. Use a few of the photos to create color palettes until you reach the one that you feel speaks best for your brand.
Copy the hex color numbers on your notes.
Customize this logo template and make your own. Edit and download here.
Create your moodboard in Visme with a template or with any size blank canvas. Upload the visuals you collected during the inspiration stages. Add the colors that you feel represent your brand values and message. Use shapes to add the color hex codes one by one.
There’s no limit to how you can set this up. Whatever is easily visual for you. Use an infographic template so it’s easy to make longer if you need to add more visual inspiration. Or use one of our templates.
Add in your mission and vision statements and analyze if the visuals are fitting to your message. Ask your peers, family members and even your potential clients for feedback on the moodboard you've created.
You need to know if what you are envisioning is the same as what people are understanding when they look at your moodboard.
When you feel that the moodboard represents your brand values, message, and goals, it’s finally time to get to work on that logo!
I know it sounds like a lot of legwork to get here, but you’ll be glad you did it this way. Your logo will carry the right message, look, and feel. It will hopefully be timeless and won’t need a rebrand for the next few years.
Customize this moodboard template and make your own. Edit and download here.
Now it’s time to get down to business and finish the steps to design a logo.
Look at some logo templates in your Visme dashboard to get started. Select your favorite and change the elements according to your moodboard.
If you aren’t using a font from the Visme repository, upload a new font via your Brand Kit first. Once inside the Brand Kit, we recommend you also create your color palette with the hex codes you noted.
Now, let’s look at the details. We’ll assume you’ve decided to create a combination mark, the most versatile of the logo styles. This means you have the name of your brand plus a visual or two and maybe a bounding shape.
To create a balanced logo you’ll have to consider the hierarchy of the elements and some Gestalt principles, like size and proximity.
Your point of reference for putting the elements together is the fact that it should be readable at different sizes. From the small version on your website menu to a larger version in a proposal or printed merch.
For example:
Get this logo template and make it your own. Edit and download here.
When you feel that your logo is finished and that it stands for your brand and your company, it’s time to make some variations.
Why do you need variations? Because not every place you’ll use your logo will have the same proportions, size, or purpose. On social media, for example, your logo must fit in a small circle while still being recognizable.
If your main logo is a combination mark and the name of your business is long, create an alternate lettermark for social media. If you created a unique visual element or icon, use that as a brandmark.
Another variation you’ll need is the one with a transparent background. You’ll need this for adding to any project you are working without having to worry about the white background behind your logo.
Visme logo templates are available in both formats – transparent and with a background.
Customize this template for your own. Find it here for download.
Now it’s time to add your logo to all your marketing spaces. Upload it to your social media channels. Use it in your social media graphics and blog post feature graphics.
Add your logo to merchandise, uniforms, and gifts for clients and team members. Upload it to your website and email provider. Brand all the visual assets you use to communicate, share, and spread your content.
All the preliminary work you did before creating your logo is now at your disposal to further create your brand visuals.
Customize this logo template and make it your own. Edit and download here.
For the most productive brand experience, upload your logo and variations to your Visme Brand Kit. This is the perfect tool to create content that stays on brand and in tune with your company’s visuals.
Use it yourself or with a team. Collaborate during the creation process with the collaboration tool. Design reusable templates for every aspect of your visual marketing.
In this guide, we walked you through the steps for how to design a logo. Now it’s your turn to take your brand to the next level with Visme's logo maker and complete suite of branded marketing materials.
Did you find this helpful? You can find the original version of the article here. For more engaging and helpful content, visit Visme’s Visual Learning Center.
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