19th February 2019

10 Questions our creative team are often asked by clients

Sophie Driffield

Sophie Driffield Designer

Reading time 10 mins

Q: When can I see something?
Initially, we sit down as a team and discuss the brief, project requirements and time scale of a project to establish the expectations of the job and then enter further discussion with the client to look at how the job will progress.

Q: What is the difference between a logo and brand?
A: The main distinction between a brand and logo is that a brand is made up of every touch point that your target audience and customers will have with your company. They experience your brand through your product, service, packaging, website, adverts, images etc. A logo is a small part, of a large collection of graphics that make up your brand, that works across all elements as an identifier of you are and the experience in which your customers will have with you.

Q: What is a Vector?
 A digital image or graphic is made up of lots of small blocks of colour called pixels. Because digital images or graphics are made up of a fixed number of coloured pixels, they can’t be dramatically resized otherwise the resolution and quality of the image is compromised. The resolution and quality decreases as an image or graphic is manipulated because pixels don't exist in the space that has been made in changing the image. This means the colour information is either lost or a computer may attempt to fill the space, leaving you with an image that may look pixelated

Vector images however can be manipulated and scaled without the quality and resolution of the image been compromised. Instead of the image or graphic been made up of individual pixels, it is made up of formulas which a computer will use to adjust the image or graphic as you scale or manipulate it. This means it will remain the same and can be changed with losing any colour information or been distorted.

Q: What do you mean by a mac visual?
 A mac visual is a digital concept that is worked up, reflecting the final design and often containing low res and/or stock images. A mac visual is generally produced as part of the design process to communicate visually an idea or campaign; however, it will not be artwork ready.

Q: What is leading?
In typography, leading refers to the vertical spacing between lines of text (from baseline to baseline) space between certain letter combinations. The term originated in the days of hand-typesetting, when thin strips of lead were inserted into the forms to increase the vertical distance between lines of type.

Q: What is point size?
Point size is a term used for the relative measure of the size of a font or letterform.

Q: What is the difference between a Pantone and cmyk colour?
A: The main difference between CMYK and Pantone printing is the level of accuracy. CMYK (cyan, magenta, yellow, black) printing, often referred to as a four colour print process, is used by most inkjet printers at home and in the workplace. It works by taking the four colours and combining them in various ways to produce a wide range of secondary colours. The nature of this process means the colours may differ when printed and may not be consistent across your print materials.

However, Pantone is colour specific. It provides a standard by taking premixed ink and using a dedicated print plate rather than overlaying the four colours. Because the ink is premixed, it prints as solid colour. This makes the Pantone process more consistent, however it is does make it more costly.

Q: What is the difference between royalty free and rights managed photography?
 The main difference between royalty free and rights managed photography is the usage of the images at the point of purchase.

Rights-Managed (RM) images: Is where a licensing fee is payed to the photographer, in order to be able to use their image. The licensing will be established on the use of the image, with the option of the buyer paying for exclusive use and rights of that particular image, based on a number of agreed factors.

Royalty- Free (RF) images: RM images are also known “unrestricted” content. This is where a one-off fee is paid to the photographer, however the photographer can continue to sell that image to multiple people, multiple times. The is no exclusivity to the use of the image, with the price mainly varying on the size and resolution of the image.

Q: What is the difference between litho and digital print?
Litho printing is one of the most common forms of commercial printing that uses plates to print colour. Usually a litho print run will be four colour process (cmyk) therefore will use four print plates, however you may occasionally want to add more plates to print specialist inks such as florescent or metallic colours and specific Pantone colours. This makes Litho printing is much better for large areas of solid single colour. Due to the set-up of the print presses however, this form of printing can be costly and takes longer so generally wouldn't be used for short print runs.

Digital printing however doesn't use printing plates. Digital printers use a digital file sent directly to the printing press. This again uses a four colour print process and isn't limited to printing on just paper, but a whole range of other materials. Traditionally digital printers could only print using cmyk, yet due to the advancement of technology, digital printers can now also print special inks such as metallic and florescent colours. Despite this, the nature of the digital process can mean the quality and results can be inconstant, as well as images and colours sometimes appearing pixelated or with banding. Generally digital print has a fast turn around and is used for short print runs.

Q: Where do you get these biscuits from?
Now that’s a company secret that we unfortunately can’t disclose.

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