Knowing how many different inks will be needed to recreate the logo on paper is important if you intend to print from digital files. There are two options when it comes to print: full colour or spot colour. It might be worth using full colour in large magazine advertisements but using these techniques in an everyday logo will be extremely costly to reproduce over and over. Stationery design therefore should take account of not only the ultimate print use, but how those print files will be produced. If you’d rather not pay for printing in four colours, mono or spot colour could be a better choice. A one-colour print run will cost far less than a three or four-color print run.
Colour has no cost impact when it comes to website design, where you can afford to be a little more adventurous, bearing in mind that certain typefaces and specific Pantone colours do not come across on screen exactly as they would in print, but that could mean that the solution is a four-colour logo for the Web site and a two-colour logo for the stationery. Aside from the practical cost implications of any UK logo design, the key consideration (whether designing for the Web or print) is to make the logo the essence of your brand and instantly communicate all the brand equities and personality that makes you different from your competitors. The purpose of a logo is the same wherever it will be used, but it’s a good idea to think about any major factors which could have an impact on the finished product before you begin the design process, as cost will be an issue. If your logo is too expensive to feasibly reproduce in a variety of locations and different media, it doesn’t matter how good the design is, because it’s essentially useless.
