Logotype Refinement After a company selects a new direction for their logo from the dozens of initial identity design studies, the rough artwork requires considerable refinement before it is turned over to the client. This process involves cleaning up the raw artwork, selecting final print and screen colors, customizing letterforms and paying strict attention to the kerning and general balance of the artwork from all perspectives. I test the scalability of the logo and create a library of final versions for use at all sizes and in all required media. Finally, I'll work with the client and designer to produce basic guidelines for the use of the logo until a more comprehensive graphic standards web site or manual is developed.