Normally referring to comments from the client in response to concept designs.
The area of color shown between the outlines. Objects can have fills with no outlines and outlines with no fills - or both as in our example.
Also see gradient and solid fill
final logo files
Referring to the set of files that the client receives after completion of a logo design project. Logo designers often include not only image files but also text-based files with directions for the correct use of the logo.
The file formats supplied varies greatly from one logo designer to the next. Ideally the client would receive the logo in vector format, in high resolution raster format, in greyscale and in black and white. The greyscale logo is good to have for 1-color printing and the black and white version is for use on photocopies and faxes.
It is important to understand what logo file formats your logo designer will supply before placing your order as some logo designers will charge extra when additional formats are later needed.
Referring to the process of creating the set of final logo files once the client accepts one of the concept designs as his or her final logo.
see final logo files
see Adobe Flash
flat fill / flat color
See solid fill
Not a very scientific term this, but used often enough by logo designers to justify a dictionary entry.
Fluffy edges are the (usually white) pixels anti-aliased to a different background than the one on which the logo is displayed.
In the MRM logo example, the logo looks fine on white, but that same logo (a GIF format file with transparent background) looks terrible when placed on a darker background. The white fluffiness (?) around the edges are there because the image doesn't know it's on a black background and still anti-aliased from blue to white around the edges.
Without getting too technical, the simple solution is for your logo designer to supply a logo optimized for use on your specific web site background color or background image.
freelance logo designer
A freelance logo designer is self employed, contracted by logo design firms to create logos and do other design work.
With the advent of the Internet freelance logo designers found a vast new source of business. Several specialized services exist where companies can post design projects for freelance logo designers. The designers typically bid against each other and the company selects one designer to continue with - which may or may not be the lowest bidder.
Freelance logo designers also have the opportunity to take part in online logo design competitions, where a company would accept logo submissions from many designers, select the winning design and pay the agreed design fee to the winner.