Rodeo Logo / brand concept

Rodeo logo

This started off as a little thumbnail. Concept being the word rodeo evokes a bull + rider. I may expand it out into a brand concept for western clothing or accessories.

Pre-Press Checklist:

  1. Run a spellcheck
  2. Double check page size, finish size, all folds or die cuts match print specs.
  3. Check the number of colors coincides with the color palette in the document and there are no extraneous colors or that the registration color was not used as black anywhere.
  4. Check the width of strokes are not too thin.
  5. Check total ink coverage (TAC) does not exceed printer capabilities. Ink will plug up if TAC is exceeded.
  6. Make sure font sizes aren’t too small to print correctly.
  7. All printer and screen fonts required for the job are included
    A) Type 1 Fonts — Include the both the screen and printer fonts. In the case of Windows these are the font files ending in PFM and PFB.
    B) Open Type & True Type: Screen and printer information is contained within the font files.
  8. All fonts used within graphics have been included and no links are broken.
  9. All EPS and/or TIFF files even if they are embedded in file. This enables the printer to do any editing if necessary.
  10. All original files for nested graphics. (a graphic within a graphic)
  11. All original application art files are included with the press package (job collection).
  12. Rename collected package file with addendum PRESS to denote final file that was sent to press, i.e. RU-1718-0135 trifold V6  is original name, rename: RU-1718-0135 trifold V6 PRESS 
  13. Final laser prints of all documents. (This allows a comparison of final proofs against the original for reflow and such).
  14. Name and Contact person as well as name and description of job.
  15. Upload FTP information, username and password as well as FTP address.

Email Design Tips

A critical step in creating HTML is making sure what you’ve designed and coded shows up in your subscribers’ inboxes correctly.

Even if your HTML email displays like you want in your own email program, some recipients aren’t able to view HTML email in their email programs or they are setup to strip out HTML for security. In addition to your HTML email, you should send an alternative plain-text version of your message for viewers who can’t view HTML in their email.

When a recipient receives your email, their email program will automatically determine which format to display.
Multipart/Alternative MIME format sends both the HTML and plain-text versions of an email. Create a plain-text version of your campaign, and work alongside your internet service providers (ISPs) and anti-spam groups to ensure the best delivery possible.

Fundamental Principles

  • Keep it simple.
  • Focus on your message.
  • Have a call to action. preferably above the fold and at repeated at the end of your email.
  • Post images on a publicly accessible web server and use absolute paths in your code when you embed images or link to files. Make sure your images / assets are hosted on a publicly accessible server, so your recipients can see the images or download the files. Avoid free hosting sites, because these often have bandwidth limits that may prevent your images from displaying.
  • Use tables and shim.gifs.
 Keep the code simple. All email clients use different methods to render HTML. Internet Explorer, Microsoft Word have their own proprietary renderer, so more high-level coding may not display as intended.
  • Set email width to 600px or less. 
Most people view messages in their preview panes, which are narrow and small. Templates should be designed to never be more than 600 pixels wide, or they’re fluid-width.
  • Test how it renders in different email clients and on different platforms. 
All email programs render HTML differently, test your HTML email on different platforms including mobile.
  • Webmail services strip certain elements.
 Browser-based email services like Gmail, Yahoo, and Hotmail strip out your DOCTYPE, BODY, and HEAD tags, so your code doesn’t override theirs. Anything you’d normally code inside those tags (background colors, embedded CSS, JavaScript, background music files, etc.) will be removed. Use inline CSS and FONT tags. Coding CSS inline can help correct this.
  • Think like a spam filter. Consider spam filters and spam firewalls when you code and write for user’s inboxes.
  • Avoid spammy words and phrases that will get your email filtered out.

Design Jargon for beginners


CMYK = Cyan, Magenta, Yellow, Black (K) — this is the four colors used in offset printing. Each color is traditionally printed on a separate color plate, with a different screen rotation. When layed or printed on top of each other it forms a dot pattern seen in printing. Think Lichtenstein prints where pictures are made up of dots. The dot pattern can be seen with a tool called a loupe.

The CMYK model is based on the light-absorbing quality of ink printed on paper. As white light strikes translucent inks, part of the spectrum is absorbed and part is reflected back to your eyes.

In theory, pure cyan (C), magenta (M), and yellow (Y) pigments should combine to absorb all color and produce black. For this reason these colors are called subtractive colors. Because all printing inks contain some impurities, these three inks actually produce a muddy brown and must
be combined with black (K) ink to produce a true black. (K is used instead of B to avoid confusion with blue.) Combining these inks to reproduce color is called four-color process printing. We recommend the CMYK model for all, full-color images.


RGB = Red Green Blue. Which is used in screen (web, presentations, LED light shows/projections or anything not printed on an offset printing press)

The RGB color model is an additive color model in which redgreen and blue light are added together in various ways to reproduce a broad array of colors. The name of the model comes from the initials of the three additive primary colors, red, green, and blue.

The main purpose of the RGB color model is for the sensing, representation and display of images in electronic systems, such as televisions and computers, though it has also been used in conventional photography. Before the electronic age, the RGB color model already had a solid theory behind it, based in human perception of colors.

RGB is a device-dependent color model: different devices detect or reproduce a given RGB value differently, since the color elements (such as phosphors or dyes) and their response to the individual R, G, and B levels vary from manufacturer to manufacturer, or even in the same device over time. Thus a RGB value does not define the same color across devices without some kind of color management.

Typical RGB input devices are color TV and video cameras, image scanners, and digital cameras. Typical RGB output devices are TV sets of various technologies (CRT, LCD, plasma, OLED, quantum dots, etc.), computer and mobile phone displays, video projectors, multicolor LED displays and large screens such as JumboTron. Color printers, on the other hand are not RGB devices, but subtractive color devices (typically CMYK color model).

SPOT Color

A spot color is custom mix of ink/color that is printed on it’s own color separation plate. It can also be a varnish or gloss plate.

More Jargon coming soon….