Logo files
Types of files you may receive in your logo collection:
- basic logo
- reversed logo (it sits on a dark background)
- logo with tagline
- logo with web URL
- horizontal version
- vertical version
- avatar / square icon
- icon design collection
File names
- hires – a 304 ppi (pixel) high-res file used for printing. If you print a low-res file, it will appear pixelated and fuzzy.
- lowres – a 72 dpi (pixel) low-res file used for screens. These are always RGB because they aren’t used for printing.
- cmyk – colors are built with CMYK, not RGB which is for screen use.
- trans – there is no background, so you can put the image on a colored background. If it wasn’t transparent, you’d see a white box around the image.
- rev – the image is reversed, meaning it’s built in lighter colors that can sit on a black or darker background.
Uses for each file type
Hi-Res files
Used for printing (press), could include embroidery and products – only basic logo, tagline logo
- EPS (vector), cmyk This is the standard logo you should send to printers for any type of printing or design work. It includes your color separations for traditional printing, especially if Pantone colors are used. They can be converted to CMYK for 4-color printing. Pantones are needed for specialty printing like embroidery.
- PDF (vector), cmyk This can work the same way as the EPS, just let the printer know it is a vector file.
- TIF (300 dpi), cmyk This is a high resolution pixel file (instead of vector). It can be used in traditional 4-color printing and digital printing. It cannot be placed on a colored background as it will have a white square around it. In these cases use a high-res PNG file or vector file.
- Hi-Res Black & White files for print
- EPS (vector), solid black (1-color)
OR (greyscale if 100% black doesn’t work, still only 1-color) - PDF (vector), greyscale, 1-color
- TIF (300 dpi), greyscale
- BMP (300 dpi), bitmap, 1-color solid
Low-Res files
Use low resolution files for digital files, such as websites, Power Point presentions (PPT) and MS Word files.
- JPG, rgb, 72 dpi
- PNG, rgb, 72 dpi, transparent background
Additional
- Icon/Avatar, JPG Use avatars on social, etc. (logo only, not with URL), this is generally only a piece of the logo that represents the brand, could be initials, doodad, etc.
there could be as many as 4 of these, depending on many variations there are - PDF and EPS vector file, cmyk, the other variation (horizontal or vertical)
- JPG and PNG, cmyk, the other variation (horizontal or vertical)
Style Guide
Document outlining logo variations, colors and fonts, avatars and some usage.
May include icons, graphics and stock art styles.
- Style Guide PDF Use this document as your branding reference guide. It will keep your messaging and visuals consistent and on brand.
- Style Guide AI The AI file is the original Adobe Illustrator file. This can be used to recreate any of your branding elements. All of the fonts are still in tact. Of all the files, guard this one most closely! Of course I keep everything archived, so it’s always just an email away.