File Type Guidelines
Which file do I use? What does it all mean when it comes to a logo? If you don’t live in the graphics world and know these by heart, here is a quick reference to help you know what they are and why they are so important.
EPS (Encapsulated PostScript) files are created from mathematical curves and lines that stay in focus and in proportion no matter the file size. This means there is no pixelation and a graphic will look the same at 1 inch as it does at 10 feet. These files are ideal for uses from letterhead to billboards. An EPS of your graphic should be the first thing sent when it is to be designed and printed.
- Files are resizable, print worthy, and transparent
- Require Adobe Illustrator CS2+
- Should always be used for printed files
ZIP files downloaded from the logo library contain two EPS logos in different color: CMYK and PMS.
JPG is a good file type for Powerpoint presentations and other digital applications that does not demand much of an image. Like TIFFs, JPGs are pixel based. They are also compressed and generally have a low resolution to keep the file size low. A JPG graphic may appear acceptable on screen, however, JPGs are not recommended for printing. JPGs do not support a transparent background.
PNG is another good option for digital use. Unlike JPGs, PNGs have a transparent background. They have replaced the GIF format.
- Should be used for on-screen applications, such as Microsoft Powerpoint or digital marketing.
- Should not be used for printed documents
TIFF files are pixel-based images put together from thousands of tiny blocks. If you blow a TIFF up large enough you will see pixelation (blur). All professional image editing programs have the ability to edit TIFF files.
RGB, CMYK, and PMS refer to the color format of an image.
- RGB files are used for digital screens (digital ads, presentations and videos) – never for printing.
- CMYK is for four-color printing and is not always accurate when it comes to reproducing a specific brand color.
- PMS, or Pantone Matching System, solves the accuracy issues associated with CMYK. PMS is a universally recognized color scheme to which every printing press subscribes. It is often referred to as spot colors, whereas CMYK is referred to process.