WPDFD Issue #33 - December 01, 2000
Last month, I suggested some of tricks that you can play with type to make it look more distinctive and memorable. I also pointed out that often a logo needs to be adaptable so that it can work across a wide variety of situations and shapes. In this third and final article in the series, I want to say something about the less obvious aspects of logos - what they are communicating under the surface.
I am always very wary of software upgrades that just bolt-on new features without tackling inherent weaknesses. I certainly can’t say that of Photoshop 6. This time round, Adobe have added some very welcome improvements in addition to the new features which all goes to bolster its kingpin position in the image editing market. In earlier versions, adding text to images had almost been an afterthought, with a clumsy text entry dialog box and the inability to address text at a character level.
When you resize an image in Photoshop, it is resampled to the new size, usually with the 'bicubic' algorithm. To calculate the new value of every pixel in the new image, it averages the color values of the corresponding areas of the original image, which results in a general softening. If you reduce a large scan, say 1000 pixels wide down to 100 pixels wide (10%) the softening can be quite severe and no amount of sharpening can ever restore the image information that has been discarded.