More often than not, when we ask clients “What format do you need the logo in?” our words are met with a blank stare or the phone conversation comes to a sudden stop. Logo format? There is more than one? Yes. Does it matter? Yes! That’s why Moxxy provides all file formats when we design a logo for our clients.
Each format serves a different purpose. Providing the wrong logo file to a vendor can create poor reproduction and undesirable results, such as pixilation.
The logo file needed depends upon its future use. Will it be printed on company t-shirts? It is going in an online ad? Is it being printed in a series of brochures? An answer to the question “How will the logo be used?” will determine which file format is needed.
Here is a brief description of each file format and when it should be used:
.jpg files cannot be scaled up without losing resolution and becoming pixilated. They are a poor choice for professional printing because they don’t hold color accurately. They are fine for in-house printing, like on a Word document or Excel spreadsheet, especially if you are going to scale them down.
AI and EPS
.ai and .eps files should be saved somewhere safe. They can be scaled up, scaled down, pulled apart, and used in the most flexible way, and they hold color accurately. Even though you cannot use them yourself without having graphic design software, these are the files that should be provided to professional designers, web developers, and other professional graphics providers. They are the best type of file for high quality graphics.
.gif files are good for online/web usage. They are even smaller than jpg files, so if you are doing an online ad, which often have very small file restrictions, the .gif might be the best choice.
.png files are a great choice for PowerPoint or anytime you need to apply the logo to a dark, colored or patterned background, because unlike the .jpg and .gif files, the .png has a clear background. The other file types will show your logo in a white box.
Logo Color: CMYK
The CMYK process is a method of printing color by using four inks—cyan, magenta, yellow, and black. The vast majority of the world’s printed material is produced using the CMYK process, including desktop printers. Select these versions of the logo when it is to be used in print.
Logo Color: PMS
The Pantone Color Matching System (PMS) is a standardized color reproduction system. By standardizing the colors, different manufacturers in different locations can all refer to the Pantone system to make sure colors match without direct contact with one another. This is sometimes called “spot color” and is an alternative to CMYK printing. Select these versions of the logo if not printing CMYK.
Logo Color: RGB
The main purpose of the RGB color model is for the display of images in electronic systems, such as televisions and computers, though it has also been used in conventional photography. Select these versions of the logo when it is to be used online, on television or on computer screen, but not printed.