It never fails. Once in a while I have a client that paid top dollar to have another designer kick out their corporate identity package, only to find that the files were made in Photoshop.
Why is this bad? Take that PSD (Photoshop Document) to a T-Shirt printer, or a Business card printer and you may find out the following. Photoshop makes what designers call “Raster” files. Raster files are pictures that are made up of many tiny dots (or pixels) that when seen from far away make up a picture. Photography for example is “Raster”.
Why is making a logo in a raster format bad? Think of how many promo items, billboards and advertisements you may want to do with your new corporate identity. Baseball caps, T-Shirts and Business cards. They all vary in size. With raster files, if you scale the original size of the picture too big, then it gets grainy, or blotchy. Meaning you would have to build a logo roughly 20 feet wide in Photoshop, on the off chance that you may one day want to put said logo on a billboard. Who want’s to do that?
So How do I build a logo that can scale 500 feet wide and not lose quality? The answer is “Vector” graphics. Unlike raster graphics, vector files can scale and shrink on an infinite scale and still be as crisp as it ever will be. Instead of pixels, vector art uses plotted points to graph out the logo. Enter “Adobe Illustrator”. An Adobe quality product that is literally “Vector” in nature. Yes, this program was actually built for the purpose of logo design!
Designing a logo doesn’t have to be rocket science, but the output format could make or brake your company. I leave you with this thought. A raster file usually uses 4 colors to print with. A vector file uses as many or less as you want.
Long story short, a Photoshop logo could cost 4 TIMES MORE to print than it’s 1 color Vector counterpart.