Final LOGO

Unit 54: Evaluation

Consideration of audience

Adidas: I have chosen Adidas as my audience case study. Adidas is a sportswear brand which has collections of collaborations with various artists and celebrities to create a new style fashion. This is a strategic move which appeals to the Adidas consumer. The logo represents what the brand stands for within the clothing the three stripes are represented in each garment through to its footwear. The bold colour of black shows the seriousness of the brand, the consumers of adidas sportswear are people in the sports world and are knowledgeable of the industry. Through the logo Adidas convey the emotion of security as the logo shows a major brand of strength, the customer can trust in Adidas to provide them with the best up to date sportswear of the time which is current in trends. The font indicates the simplicity of the This company is similar to the Clothing Label ‘DC’ as we wish to present the latest fashions of the day. Through the label my intended audience are trendy individuals between the ages of 16 – 32 years old, they are daring in their clothing choice and step out their comfort zone. Therefore the logo has to match the audience’s visual expectation. The graphic logo will include my initials ‘DC’ this is the name of the brand, the message of my logo is modesty and simplicity. In this way it links with Adidas and is similar to how they address their audience.

Task 2: Photoshop for logo techniques

Unit 54: Digital Graphics for Print Assignment

Unit 54: Digital Graphics for Print

The two main families of Graphical file formats are Raster and Vector files; both files are used in the Print based, moving image and Interactive image sectors.

Raster files – Composed of a grid of pixels each with a different colour in an arranged way to display an image. The term rasterize means to convert into a grid pixels in order to display an image on a computer or printing device. Raster files fit into the Bitmap subgroup.³ They are a larger file compared to Vector Graphic image files, and are used in photographs, graphics with effects to create realistic graphics and images as they are comprised of millions of pixels, this provides clear detail.¹ They are easy to use and can be edited using common editing software.

Raster files are the most common image file type and are quite accessible, these include:

Raster File Formats:

.BMP – Bitmap image File each pixel stores colour data without compression. Providing a high quality and crisp image which can be printed or displayed using Windows. Most graphics and image applications display BMP format files on Microsoft Windows as they have bitmapped displays.

.TIF – Tagged Image File stores data of colours and layers in a tile format. Tagged Image File Format handles colour formats and was once the universal format of the day. It has 2 main compression options of LZW (data compression algorithm Lempel-Ziv-Welch- grouping of coloured pixles) and ZIP (referring to ‘speed’) as it is specialised for storage without losing data therefore providing a somewhat clear performance and can be resaved without losing image quality.²

.JPEG – (Joint Photographic Experts Group) JPEG File the most common method, it is a lossy compression technique for colour images which reduces the size of a file while compressing its image quality. This file format transmits photographs on the internet, this type of format is widely used in many technological devices such as a Phone Camera, Camera and computers which is why they are easily displayed and accessible. These are predominantly used for Print based media. Can be accessed in applications such as photoshop, this file format is optimized in photoshop.

.GIF – Graphical Interchangeable Format File images, graphics and illustration are shown as an animation due to its storage of up to 256 different colours which each frame can hold. These files are supported by the World Wide Web and are able to be displayed, shared and sent. GIFs are widely recognised in online advertising as multiple images are displayed and are interesting than a basic JPEG. The disadvantage of a GIF is its file size as a series of Raster images are used it can hold up to 20 frames providing a fluid short animation.²

 .PNG – Portable Network Graphic supports lossless data compression which is applicable to the internet its purpose was to transfer images, it is not the most appropriate file extension for professional quality as it reduces image quality but is at its optimum when a small icon and logos.

Applications used in this sector are raster based, such as Adobe Photoshop

Vector Files – Are composed of pathways that create a geometrical pattern such as curves, lines, or polygons. The term ‘Vector’ refers to a quantity with a direction and magnitude, which reflects its use as a graphical file. Usually these files include computer generated text, lines or curves. Vector files are resized which therefore means they are a practical file for Logos to ensuring a clear, smooth and unpixelated. Vector files are not as successfully supported compared to Raster files, as a JPEG is commonly accessed where as an EPS is file rarely. The fact that a vector uses ‘pathway’ means the computer draws the image can affect the outcome of the graphic meaning it may not reach its full definition.³

Vector File Formats:

.EPS – Encapsulated PostScript One of the most recognised vector file extensions which used in Adobe illustrator for vector based images this generally works with text as well as graphics.²

.AI – Adobe Illustrator Artwork previews single page vector based drawings and are either recognised as EPS or PDF files. Vector file extensions EPS, .Al and .PDF are common for apple products such as Macintosh, because these files are supported on this software.

.SVG – Scalable Vector Graphics is a vector based format for image and graphics which is commonly used for mobile devices. This file is developed by W3C, the World Wide Web it enabled graphics to be shown on the web which is read using XML text based format. This file is also exported using Adobe programs but not as commonly known as .EPS or PDF.²

.DXF – Drawing eXchange format is a file extension for CAD (Computer- Aided Design) this file format can be created on CorelDraw and OpenDesign

Applications used to create Vector files include Adobe Illustrator, freehand and fireworks, CorelDraw and Paintshop, Digital Line Graph and OpenOffice.²

.PDF – Portable Document Format. Primarily used  because it is able to supply industry standard print artwork from InDesign and illustrator without the need to supply the actual artwork, links and fonts; as a PDF embeds the fonts and the images within the file. This can only be achieved if created correctly. Its main purpose is for its ‘portability’ as it is universal and can be accessed on the web. In the modern day PDFs can be used for online magazines and print based items. In optimum zooms of 800% the lines and curvature of text flow smoothly this can be useful for publications for print such as posters, leaflets and showcasing document.

The Moving Picture Experts Group (MPEG) is a working group of authorities that was formed by ISO and IEC to set standards for audio and video compression and transmission.⁵

 

 

Bibliography:

1 Carrie Cousins,Vector vs Raster, 6 Jun 2012 http://designshack.net/articles/layouts/vector-vs-raster-what-do-i-use/

 2 FileInfo.com http://fileinfo.com/browse/

3 Modassicmarketing.com, https://modassicmarketing.com/understanding-image-file-types/

4 SQA, Digital Imaging, 2007 http://www.sqa.org.uk/e-learning/BitVect01CD/page_10.htm

5 MPEG - Moving Picture Experts Group, Vangie Beal, 2015 http://www.webopedia.com/TERM/M/MPEG.html

6 The Best File Types, The Media Collective, 2015 http://resources.printhandbook.com/pages/file-types.php

Digital Graphics For Print

http://prezi.com/bhxegh2hwxb-/?utm_campaign=share&utm_medium=copy&rc=ex0share