To the Editor,
Re: Parents angry over logo cost, Sept. 18.
Reactive responses to the cost of business services are often a consequence of insufficient information.
As with many business services, it is important to know what is involved to appreciate the costs for professional service.
If you check out Ion Branding and Design, you will see they are a first rate Canadian design firm with extensive and much-awarded experience in the field of graphic identity design.
In any qualified design firm, the design of an identity involves not just spitting out a one-off logo but a careful, thoughtful process of analysis and implementation. While I haven’t seen the request for proposal specifications for School District 68, typically a logo design requires a needs and scope assessment, a collection and review of existing identity materials, and identification of all past, present and future uses of the logo.
The designers will consult with the client and design an overall identity look, and a method for how a logo and typography will be applied to applications such as letterhead, signage, vehicles, websites, forms, brochures, uniforms, school property and so on.
Then a designer has to create artwork and detailed specifications and measurements for: set up for the various applications described; for usage and printing; for layout grids, typefaces and colour codes; and a guide manual.
A logo design is more complicated than one might think. In order to be done properly and especially to minimize future costs a careful process is required.
Sounds to me like the trustees are acting with integrity and hiring qualified experts to provide a lasting usable identity.
K. Hodgson
retired design teacher
Gabriola Island