Whenever you’re finishing up your branding project and you are on the exciting path to launching and getting your new visuals out there to your clients, you’ll be receiving an array of file types. What I’m going to go over in this blog post is the type of files you should get your logos in and when and where to use them.
The first format I want to go over is JPG. This is a raster format which basically means it is defined by a certain amount of pixels. If you were to stretch out the size of the original image beyond its means, you will see what is called pixelation. To help define this, imagine mosaic tiles making up and image. The further away you are the more solid the visual is, versus the closer you are the more you can see each of those colored squares separately. That is why it’s important that your raster images are delivered in the sizes that you need.
The second format I want to talk about is PNG. All of the above information is still valid when it comes to this format because it is also a raster file. The main and huge difference is that PNG’s can be transparent. This means that you can place them on top of other images files or on your website and there will be no background behind your logo. With JPG it will always have to have a solid background.
Let’s talk resolution
There are three different resolutions raster images are commonly delivered in.
72 DPI which is most commonly used for web
150 DPI which is a happy medium between web and print
300 DPI which is the standard or print
These play a large factor in file size. For example you will not want to upload a bunch of 300 DPI images to your website because it will simply take longer to load and slow down your performance. You would want to use images that are 72 dpi and optimized for web.
Personally I would say this is one of the most important file types. If you are working with a professional designer you should be walking away with an EPS of your logo. If you’re not, then you’re just asking for a world of trouble in the future when you work with other designers or need to print your branding in large-scale formats.
An EPS is a vector format file. Unlike a raster, it can be scaled larger or smaller infinitely without losing any of its details. Pixelization or blurriness is impossible.
An EPS cannot be used in the same way as your other formats. It can’t be uploaded onto your website, social media, or into Canva and similar web apps. If you are familiar with Adobe programs like Photoshop and illustrator, then know you can open EPS in those programs and get them to the exact size you need.
EPS is often the format preferred by high-end printers. Whether you’re working on packaging or printing a sign for your building, you will most likely be sending them an EPS. Giving them the freedom to resize, recolor and alter it into your specifics. P.S. please don’t let them actually change your logo design!
Now that you know what kind of file types you should be walking away with you can better move forward with applying your branding to all of your branded outlets.
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