build an animated ad in photoshop cs4.

Working with a scanned logo

Very often, businesses will have electronic versions of their logos that you can use in your ads. When that's the case, you can usually open them directly in photoshop. But the smaller a business is, the more likely you will only receive printouts or scans of previous ads.

For our exercise, we're going to turn a poor quality black and white scan into an attractive logo.

Go to the File menu and select Open. Navigate to the Pizza folder, select LaVal'sPizzaLogo.psd and click Open.

open lavals logo

Go to the Select menu and choose All. (Command + A) Then go to the Edit menu and select Copy. (Command + C). Click on the Window menu, scroll to the very bottom and select La-Val's-Pizza-300x250.psd to return to your ad.

center logo on image

Go to the Edit menu and select Paste. (Command + V) Wow! That doesn't look very good. But don't worry. We'll fix it.

First, go to the vertical tool bar and make sure the Move Tool is selected. It's at the very top. Click and move the logo to the center of the visible pizza photo.

Next let's turn the logo white. Go to the Image menu, select the Adjustments submenu and then select Invert (Command + I).

change blending mode to lighten

And now let's get rid of the black areas. In the Layers Palette, change the Blending Mode from Normal to Lighten and...

Shazzam! Not bad for very little work. You could have cut out the logo but it would have been time consuming and probably would not have looked as nice.

Make a shadow for the logo

duplicate layer

Shadows are an effective way of making a logo stand out against a photo background. PhotoShop has some great filters set up inside the layers palette but they won't work in this case. Even though we cannot see the black areas of the logo image, they are there and will cast a shadow. Here's another way:

Make sure the logo layer is selected and click on the top-right corner of the Layers Palette menu bar and choose Duplicate Layer.

Change the name to Logo Shadow and hit OK.

Click once on the Logo Shadow layer and drag it below the original logo layer.

Go to the Image menu, select the Adjustments submenu and then select Invert (Command + I)

In the Layers Palette, change the Blending Mode from Lighten to Multiply.

Hit the down arrow keys to nudge the shadow down and to the right.

Pretty neat, huh? This is kind of the old-school way of creating shadows in PhotoShop and it's useful in some situations.

Organize your layers

It's very easy for the layers palette to get out of control. So a little organization goes a long way.

1. Click once on the very bottom layer.

2. Hold down shift and click on the layer that is fifth from the bottom. That should turn blue all of the layers that you have worked on so far.

3. Click on the top-right corner of the Layers Palette menu bar and choose New Group from Layers.

4. Change the name to Background and hit OK.

You have just created a folder in your layers palette that contains all the layers we worked on. If you click the small triangle to the left of the folder, it will open to show those layers. You can edit them if you decide to. Now that we are done with them, click on the triangle again to close the folder so they are out of our way.