Logo Artwork Color Variations & File Formats

Your logo is the most important graphic element in which you will invest for your business. You should own the logo in many �le formats. Having a library of logo �les will enable you to get vendors the types of �les they need (for example, other designers, printers or other service providers). Logos are often designed in 1-5 Pantone ink colors, and then converted to CMYK colors, RGB colors, Black (or any 1 ink color) or White (or reversed from a dark background). This gives you many options for printing and screen use (i.e., web, social media, email, presentations), which allows you the versatility and control over production costs. You should receive your logo artwork in all the �le types listed below in the “File Formats” section in all of the color pro�les listed below in the “Color Variations” section (unless otherwise noted).

Color Variations:

Pantone ColorsPantone or PMS (Pantone Matching System) colors specify standardized ink colors that will be used when printing the artwork. If you intend to have your business cards, t-shirts or other materials printed professionally, choosing 1-3 Pantone Color inks makes the process less expensive than printing in full four-(or CMYK-) color process. Pantone ink colors are also referred to as called “Spot Colors.” Note: This does not apply if your printing vendor chooses to use digital printing (Xerox digital presses, for example) that use a four color (CMYK) process and are sometimes a less expensive than o�set printing.

CMYK Color Pro�le (a.k.a. ‘Process Colors’ or ‘Four-Color Process’) The CMYK color pro�le is for o�set printing used by professional printers. You would also use the CMYK color version on any materials that you intend to print from your own desktop color printer (invoices, statements, receipts, letters, etc.). CMYK is short for Cyan, Magenta, Yellow, and Key (black), and is often referred to as process- or four-color printing.

RGB Screen Color Pro�leThe RGB color pro�le is for screen use (web, social media, email, presentations, etc.). The RGB color model is an additive color model in which red, green and blue light are added together in various ways to reproduce a broad array of colors. RGB is short for the three additive primary colors, Red, Green and Blue. RGB would also be used in Microsoft Word documents, PowerPoint presentations and for television graphics (artwork used in commercials, for example).

Black (or any 1 Ink Color)This version would be used to produce the best-quality logo on faxes or any materials you reproduce using a copier. Any 1 ink color can be used with the black version of the logo for printing on hats, shirts, etc.

White (or Reversed)This version would be used over any type of dark colored background.

File Formats:

Vector Formats:

AI, EPS & PDF File FormatsAdobe Illustrator (.ai), Encapsulated PostScript (.eps) & Adobe PDF* (.pdf, Portable Document Format) are vector-based artwork. Vector images allow �exibility because they are constructed using mathematical formulas rather than individual colored blocks. Vector �le types such as EPS, AI and PDF* are excellent for creating graphics that frequently require resizing. Your logo and brand graphics should be created as a vector and saved as a master �le for use with smaller items such business cards and larger applications like billboards.

You will not be able to view many of the �le formats of your design that you receive unless you have graphics software applications. You will be able to view the PDF �les using Adobe Acrobat Reader, available for free on Adobe’s web site at www.adobe.com. Sometimes these �les are editable with Adobe Illustrator, depending on how they were created and the quality at which they were saved by the designer.

*A PDF is generally a vector �le. However, depending how a PDF is originally created, it can be either a vector or a raster �le. Whether you opt to �atten the layers of your �le or choose to retain each one will determine the image type.

Raster Formats:

JPG (.jpg), JPEG (.jpeg) File FormatThe JPG and JPEG (Joint Photographic Experts Group) �le formats are for screen or print use. High resolution is required for printing (300 dpi at 100% target print size). Low resolution is �ne for screen applications like web, email, presentations, social media, Microsoft Programs, etc. JPGs do not support transparent backgrounds, so you will have a white background where applicable.

PNG (.png) File FormatThe PNG (Portable Network Graphics) �le format is for screen or print use. High resolution is required for printing (300 dpi at 100% target print size). Low resolution is �ne for screen applications like web, email, presentations, social media, Microsoft Programs, etc. PNGs support transparent backgrounds, so can layer them over other images.

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