Branding a business is an important part of a marketing campaign. To compete in today’s market, the need for instant public recognition is vital for success. Building customer confidence and reputation takes time and to boast the process, just about every business designs a logo. Making a graphic element that represents your business is tricky and requires some skill. Producing 3D or 3D logo from a flat EPS vector file gives the marketer an additional tool in his advertising kit.
Trademark
At some stage in a business’ past, someone produced a logo that represents the product or service offered. Chances are the trademark symbol is an Encapsulated PostScript file, one that was likely produced in a drawing program. EPS files can be opened and placed in word processing programs, photo editing programs and desktop publishing files. The advantage to using it over other graphic types, such as TIFF (Tagged Image File Format), JPG (Joint Photographic Experts Group) or GIF (Graphics Interchange Format), is its versatility.
When a graphic is saved as an EPS Vector file, it can be sized from something small enough to fit on a business card to large enough to fit on a banner or business sign, without losing quality. Think of the file as though it is elastic. You can pull, distort, bend and enlarge it, and it doesn’t get pixelated. You can’t do that with the other graphic types.
Give it Depth
Many computer programs can produce a 3D logo. Using Adobe Photoshop and Illustrator, a graphic artist can import the existing logo and by using gradients, shadows and other tricks, make it appear to be three dimensional in a two dimensional space.
After Effects and video editing software take it to another step by using the EPS vector file and animating it—have it flying at you, spinning and stopping on the opening or closing screen. This technique adds the logo to a video advertising a product or service and further helps to brand the business.
Studies have shown consumers remember visual cues much better than words or text. Taking an already known symbol and turning it into a 3D logo provides the customer with a visually interesting and attractive emblem to associate with your business.
How To
Turning a logo into three dimensions is a not difficult but does require some graphic design knowledge. If you own the software and have an eye for design, you can try it yourself using the many step by step guides available on the Internet. Some sources to go to include Adobe.com, YouTube and other links turned up by a search for “how to make a 3D logo.”
Another option involves importing the EPS vector file into specialized software that creates the logo in three dimensions with a few clicks.
Make a New One
Since the point of having a logo is brand recognition, making drastic changes to it is not advised. However, improving a logo that may have been created many years ago is a great way to update your business image. The opportunity also exists to redraw the logo into a format that allows flexibility for use on many other products.
Examples
Michelin Tires created the Michelin Man in the late 1890s. Still recognized today, the ‘tire man’ has a new look but you can still see the original concept in his 21st century remake. Michelin took the 3D logo to a new level and animated it, much like the Pillsbury Doughboy, to create a cartoon character that represents the company. The result is instant recognition.
Design
If your current logo is not an EPS vector file, take this opportunity to remake the existing one. Redraw the graphic, add the typeface, or select a new font. Unless you are Coca Cola, chances are changing the typeface will not prevent current customers from recognizing the business.
The ability to select different pieces of the logos to isolate one part of it and make that particular piece into a 3D logo is another option available with the EPS file format. All kinds of graphic design ideas are available with this file type.
Take the opportunity to show off the new logo design with an advertising campaign. The new look can serve as a gimmick to draw in new customers and offer a discount to existing ones. Think outside the box on how to use the EPS vector file to your business’ advantage.
Loveish Kalsi
Loveish Kalsi is a freelance Web and Graphic Designer from India. He is the owner of famous design blog Creativedesignmagazine.com
