Maximize Quality, Minimize Costs by Understanding Logo File Formats

The last thing you want is an unclear representation of your identity.

At PaperStreet, we’ve seen how daunting and especially problematic it can be for our clients when it comes to proper usage of their logo and various file formats. For example, using the incorrect logo for high-quality printing can lead to a cheap-looking result and a lot of money wasted. I’ll clear up any confusion you may have had in a short-yet-informative guide you can always refer back to.

First, I’ll explain the difference between the main kinds of file formats and will then give examples of their best usage per project.

File Formats:

1. EPS – Encapsulated PostScript files maintain an image’s line and graphic quality and are often used to save vector art files. For this reason, you should always use your EPS logo for high-quality printing or for any editing. http://www.fileinfo.com/extension/eps has a helpful list of drawing programs and vector graphic editing applications on either a MAC or Windows OS that will open EPS files.
2. TIF – Tagged Image File formats are for high-quality graphics such as images with multiple colors and digital photos. Although you would not be able to edit your vector logo in a TIF format, it is still appropriate for high-quality printing. Use this link to see what programs can open TIF files: http://www.fileinfo.com/extension/tif
3. JPG – JPEGs are raster image files that compress the image itself and reduce the file size. This is why the JPEG format is best used for viewing on a computer screen, such as a presentation or the Internet. Low-resolution logos should be used on web pages you want to load faster. For more information or to see what programs can open a JPEG: http://www.fileinfo.com/extension/jpg
4. GIF – Graphical Interchange Format files limit an image to 256 index colors. GIFs are fantastic for preserving the crisp clear color and graphics in a logo, yet reducing the file size dramatically. They are perfect for email signatures. For more information or to see what programs can open a GIF: http://www.fileinfo.com/extension/gif
5. PNG – Portable Network Graphic files are great for compressing a raster image’s file size, yet still maintaining the full scope of color and detail. PNGs also support saving an image with a transparent background. We’ve found PNG to be a great format to use in Microsoft Office Programs. Learn more about PNGs: http://www.fileinfo.com/extension/png

What Logo File Format Should You Use…

1. Corporate Stationery
   • EPS – Always send the printer your EPS logo with Pantone Colors.
     If you don’t have any, ask your printer to suggest which Pantone Colors will match up best with your company colors. Printing with Pantones always ensures consistent colors.
2. Promotional Marketing Material Like T-Shirts and Mugs
   • EPS – Always send the printer your EPS logo with Pantone Colors.
     It is important for your printer to have a vector logo for possible size scaling. If you don’t have any, ask your printer to suggest which Pantone Colors will match up best with your company colors. Printing with Pantones always ensures consistent colors.
3. Microsoft Office – i.e. Word Document or PowerPoint Presentation
   • PNG – These files are the easiest and best when working in MS Office.
   • JPG – If you don’t have a PNG, a high-resolution jpg will suffice.
4. Email Signature
   • GIF – Hands down the best file for keeping your logo clear & crisp
5. Newspaper Ad
   • TIF – Most newspapers prefer receiving your logo in TIF format, either black /white or color depending on your advertising.
6. Internet Advertising or Any Website Display
   • JPG – Whether for use on a banner or a sponsor on another site, JPGS are best for any Internet purpose.

Here at PaperStreet, we often educate our clients on proper logo usage so their branding is never tarnished. If you have any questions about your logo file formats or are interested in having PaperStreet create a logo identity package for you, please contact us.