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Guidelines
Useful info by Robjackson from Talk:Dota 2 Wiki:

Hi guys. Where possible we do prefer to use official art for multiple reasons, most notable is of course the quality. If we have to do custom art it should aim to meet the following:
 * 1600px wide
 * 350px tall (official artwork is 386, but we limit the height to 350).
 * All important text/graphics within a 960px centered bounding box (430px left/right of center).
 * The rest of the space can be used for some extra prettyness
 * Fade to a solid colour on edges - the same colour on both edges; and ideally fade elegantly - have the general artwork background be black and just have the artworks features subtley fade, rather than just a 0-alpha to black gradient.
 * Text styling should match official artwork - dark-gray to light-gray gradiant, small smooth bevel from top-left.
 * Not be too detailed / busy.
 * Official artwork tends to have a nicely detailed character on one side of the 960px bounding box (less important features extending beyond the box), and then the artwork gets less busy as it approaches the other side of the bounding box. The text is overlayed on the less-busy side of the bounding box.
 * Obviously it's not always practical to achieve all of this, nor is it always the best to meet each criteria. A lot of it will come down to the digression of whomever has time to put together a piece of artwork, but ultimately we should indeed strive for quality.
 * - RJ 20:37, 22 November 2013 (UTC)

&mdash; LingoSalad (talk) 18:17, 3 February 2015 (UTC)