LOGO FILE FORMATS
Logos will be used in many different situations. Be it small or large, black or white, print or on the web, and in many different formats each intended for a different purpose, so it’s important to know what files you have and when to use them.
The two main categories of logo design files are Vector and Raster.
Vector Files
Vector files can be scaled to any size without any loss of quality.
They are what your client requires if they need to get something professionally printed.
Except for SVG, vector files that are intended for use in printing so are provided in CMYK, Cyan, Magenta, Yellow and Black, which are the four colours used in a full colour printed page. There is, also special inks such as Pantone, which I’ll mention later.
If you could give only one file, it should be a vector file; it can be converted to any other file type. Vector files usually have file extensions AI, PDF, EPS or SVG.
Adobe Illustrator, AI
AI files are the original, editable, working file.
Portable Document Format, PDF
Most designers favour PDF format it can be viewed with Adobe Acrobat (or another PDF viewer) on any computer. Also, it’s possible to preserve illustrator-editing capabilities when saving in this format.
Encapsulated PostScript, EPS
EPS are vector files that can be opened by the broadest range of programmes, including older versions of Adobe Illustrator. As well as products outside of Adobe, like Corel Draw. You may be asked for this format by print or manufacturing companies.
Scalable Vector Graphics, SVG
SVG is a vector format that’s used online. It’s used because of the higher resolution computer screens, SVG files ensure the logo you designed remains sharp.
Pantone Colours
Pantone colours are a universally understood colour coding system that’s used by designers and print companies. The problem with CMYK sometimes is that from print run to print run; there’ll be slight colour differences because four separate inks are used. Pantone is a single ink; this means the colours will match exactly, no matter where you get your designs printed.
Single Colour – Black
It’s essential to provide a single colour version of the logo so it can be quickly produced on merchandise when embossing, laser-cut, signage, or within single colour documents.
Single Colour – White
A white version is a single colour version that can be used on coloured backgrounds or dark images.
Raster Files
Raster files are made up of pixels so as you increase the size it will become blocky or appear to be blurry. (This is why logo design should always be a vector). Raster files are for computer use. There provided in RGB (Red, Green and Blue) colour mode, which are the colours used to make up the colours you see on your screen. Black is the absence of light.
Raster file types have a file extension, Jpeg or PNG.
JPG/JPEG: Joint Photographic Experts Group
Jpegs are most commonly seen online. This is because jpeg offers excellent compression with-out overly degrading the image, meaning the file size is small and will load quickly.
Portable Network Graphics – PNG
Unlike Jpeg files, PNG format allows for a transparent background.
Single Colour – White
A white version is a single colour version that can be used on coloured backgrounds or dark images.
Logo versions
Your logo will be used in different locations. Each location will have a different size & shape, causing visibility and recognition issues if the logo doesn’t fit well.
If your logo consists of both typography and symbol, you might have two layout variants; a long/thin version, symbol to the left of the text, and another with the symbol above.
If your logo includes an icon, it can sometimes be used on its own.
Icons should only ever be used on their own sparingly. However, there are instances where your customers are already familiar with the company name (For example: within a company’s office exterior, or a website favicon).
Companies like Nike, Starbucks and McDonalds have been able to remove the wordmark from their logo because of the continued marketing they expose to the world, along with their role in popular culture.
Small-sized variants (optional)
When logos are used at small sizes, it’s essential to consider looking at designing variants of the design for this purpose, if the design requires it.
This has recently become a popular topic due to responsive web design, where smaller devices are becoming commonplace. However, the same principles apply to print too.
Now your logo has been designed, what next?
