This file format 'laundry list' shows you the strengths and weaknesses of various logo formats and serves as a quick reference guide for the application of each type (see left for list). If you're serious about developing a professional brand for your company, you'll use the majority, if not all, of the formats listed and pictured below. At a bare minimum, you should have 2 types of formats of your logo. You should have access to both a vector based version (these should have the file extensions EPS, AI (Adobe Illustrator), and sometimes CDR (Corel Draw). You should also have a few bitmap versions (these can vary in size and resolution but the most common versions will feature the extensions JPG, TIF, and in the case of Adobe Photoshop, PS.

These formats have a variety of uses, and knowing which one is which will save you hours of unnecessary grief when it comes to working with designers and printers, as well as creating your own 'do it yourself' advertising and internal documents. While there are exceptions to every design 'rule', this guide will serve as a fairly comprehensive outline of format uses for your new logo. We've included usage suggestions, paying particular attention to the use of your logo around the office and in internally produced documents. Note - the file extensions listed assume that files have been correctly named by you or your designer. If you require assistance with setting up proper logo file formats, or have any questions about our technical section in general, feel free to contact the studio.

Full colour vector version
File extensions - AI, EPS
If your logo was created in full colour, you will require four colour process printing to use it on any colour material. If you need to enlarge your logo it will not be a concern as vector based images boast unlimited resolution and output at the highest resolution of the device that's printing it. While you might pay a premium for your marketing material due to four colour printing, you should have no file format concerns. As the backgrounds of vector logos are 'transparent' by default, this version can be placed on top of other artwork - photographs for example - without any problems.

Preferred for
Traditional printing - business cards, letterheads, brochures and colour advertising.

Can be used for
Digital plotter (signs), file conversion (to Pixel based images), scaling, silk screen, inclusion in Flash animation.

Not applicable for
Web, Black & White reproduction.

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Full colour bitmap version
File extensions - GIF, JPG, TIF, PS
if this is the only version of your logo available, this isn't such a good scenario. You'll still need 4 colour process printing for any traditional material (such as business card and letterhead), but you'll require a resolution that is sufficient for the medium being used (at least 266 dpi for print). This renders most web files (72 dpi) useless. Scaling of your logo is also an issue, as any enlargement past the default size and/or resolution will cause the image to degrade. You'll also need to insure that your image is in the correct colour palette (RGB for screen, CMYK for print). Generally speaking, bitmap images have solid backgrounds, and can be difficult to place on top of other artwork or photographs. There are some exceptions - you can add a clipping path in Photoshop to remove the background, but this can be time consuming and difficult to create smooth edges of the item. PNG formats can have transparent backgrounds, but are only used for web. The same is true of GIF images.

Preferred for
Web usage (RGB) 4 colour process printing (CMKY - if high enough resolution).

Can be used for
Internal low resolution printing & addition to office software docs. Suppliers of marketing incentives that allow you to upload files to their server (Cafe Press for example) can use this file (with adequate resolution). As they 'gang run' your printing, many online discount printers will require this 4 colour format of your logo for use in business card and/or letterhead printing.

Not applicable for
Black & white reproduction, enlargement and/or large images, format conversion.

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Spot colour vector version
File extensions - AI, EPS
The most common (and versatile) type of logo format. Can be printed using economical spot colour reproduction, while the logo can be enlarged due to the unlimited resolution properties of the vector file type. This is the type of format and logo combination that is recommended by most design professionals.

Preferred for
Spot colour printing (letterheads, business cards). Enlargement.

Can be used for
Digital plotter (signs), file conversion (to bitmap images and 4 colour process versions), enlargement, two colour silk screen (T-shirts, mugs, pens and other premium incentives).

Not applicable for
Web use, black & white reproduction, use in four colour process printing, Flash animation (vector can be imported but needs conversion to RGB palette).

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Two colour bitmap version
File extensions - GIF, JPG, TIF, PS
Technically, we shouldn't really call this a 'spot colour' logo as it requires many shades of black and red to print (see enlargement). And even though this logo only features two colours visually, it still requires 4 colour process reproduction to print. Enlargement, like all pixel based images is an issue. You'll also need to insure that your image is in the correct colour palette (RGB for screen, CMYK for print).

Preferred for
Web usage (RGB) 4 colour process printing (CMKY - if high enough resolution).

Can be used for
Internal low resolution printing & addition to office software documents. Suppliers of marketing incentives that allow you to upload files to their server (Cafe Press for example) can use this file (with adequate resolution). As they 'gang run' your printing, many online discount printers may require this format of your logo for use in business card and/or letterhead printing (TIF).

Not applicable for
Black & white reproduction, enlargement and/or large images, format conversion.

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Halftone (grayscale) vector version
File extensions - AI, EPS
While this logo appears to have multiple shades of silver or gray, all the tones are actually made up of small dots of black. As the logo is vector based, we can enlarge it without any fear of image degradation. When the logo is printed (using one colour reproduction) the tones will appear smooth (as long as the resolution is high enough).

Preferred for
Traditional black and white printing, newspaper advertising, flyers.

Can be used for
Enlargement.

Not applicable for
Web.

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Halftone (grayscale) bitmap version
File extensions - GIF, JPG, TIF, PS
While this logo appears to be made up a few shades of gray, in actuality it requires hundreds of tones to reproduce. While we can't enlarge this version of your logo, it can be printed adequately as Black and White (as long as the resolution of the image allows). Converting a 72 dpi web based image will not be sufficient for any type of printing, including typical office desktop models.

Preferred for
Traditional black and white printing (if high enough resolution), inclusion in office software and internal documents.

Can be used for
Black and white photocopies.

Not applicable for
Low resolution black and white reproduction (FAX and Checks), high resolution black and white reproduction (unless image resolution is adequate), enlargement or format conversion.

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Linear black vector version
File extensions - AI, EPS
This logo ONLY features 100% shades of black. It can be enlarged and the edges of the solid areas will remain sharp and clean. When it is printed (regardless of the resolution) this image will appear crisp and recognizable. You can safely use this image on low resolution reproduction (FAX and Checks, etc) and your logo will appear as well as can be expected.

Preferred for
Low resolution black and white printing, one colour printing, etching, one colour silk-screening (mugs, pens, T-shirts, etc). Vinyl plotter.

Can be used for
Enlargement.

Not applicable for
Web or colour printing.

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Linear black bitmap version
File extensions - GIF, JPG, TIF, PS
Even though this logo appears to be made up of black solids, because it is Pixel based, the image requires hundreds of shades of gray in order to preview correctly. This is known as 'aliasing' and is typical of all electronic images. Once again, we cannot enlarge this image without loss of quality and 'crispness' and even when printed as a one colour BW, the edges of this image may appear soft or 'fuzzy' (above right).

Preferred for
Low resolution black and white printing, inclusion in office software and internal documents.

Can be used for
Black and white printing (with adequate resolution).

Not applicable for
Web, colour printing, enlargement or format conversion.

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