The No-Nonsense Guide To Logo Design Formats

Logos can be created with different image manipulation programs, and in different file formats. The software applications used to design them produce files with extensions, such as .gif, .eps, .jpg, .psd, and many others. For the purpose of this discussion, it's useful to categorize images based on whether they are created in vector or raster format.

Vector images are composed of shapes that are mathematically defined. Raster images are composed of pixels on a grid. While both offer value in specific circumstances, corporate logos should be designed in vector format. This is especially the case if the logo is going to be reproduced on various media, or in different sizes.

This article will focus on the use of vector and raster graphics in the context of different color schemes. We'll first look at four color process, and then move on to spot color, grayscale, and black and white.

Four color process is also called CMYK, an abbreviation reflecting the four base colors from which all others are produced. (Those colors are cyan, magenta, yellow, black.) It is appropriate for traditional printing needs, such as signage, stationary, and color catalogs. It is less appropriate for black and white reproduction, or for images that will be used exclusively online.

Vector graphics are well-suited for traditional printing since they can be scaled without sacrificing image quality. Logos in this format are commonly created in Adobe Illustrator, where they have an .ai extension. Otherwise, .eps is used.

Raster-based logos can also be designed with four color process, but doing so is less useful. The images cannot be enlarged without suffering degradation. That said, if you intend to use a raster-based logo on brochures, business cards, and other printed collateral, four color process may be necessary.

Spot color printing is less expensive than four color printing. This factor alone makes it an appealing option for small business owners who need their logos printed on various media. It requires vector images, which make a seamless fit since the graphics can be scaled without a loss in resolution.

For raster images, a two color process is more appropriate. It's worth noting that the name is a misnomer since the process requires more than two colors. As implied earlier, the biggest challenge with pixel-based graphics is degradation when logos are scaled up in size.

Grayscale logos are those that are composed of shades between black and white. Here, printing quality is based almost entirely on the file format of the logo. In most cases, vector images are more appropriate than raster images for traditional printing (for reasons mentioned earlier).

Pixel-based logos in grayscale can be useful for black and white printing in certain capacities. An example would include printing your artwork on giveaway items, such as pens, clocks, custom bumper stickers, and staplers. Even here, however, vector graphics are preferable since the tones are rendered more smoothly.

Most business logos are printed on multiple media in various sizes. Given this, vector graphics are a better option than raster graphics. Whether your logo is printed on envelopes, posters, or splashed across billboards, you can expect the image quality to remain consistent. On the other hand, if you only intend to use your logo on your website or in Flash animations, a raster image should suffice.

Pixel-based artwork may also be fine for printing documents that will only circulate within your company. For example, internal memos or a company newsletter may not require a high level of resolution. Nor will they require a significantly-enlarged image. Aside from internal documentation and artwork intended for use on websites, a vector-based logo can better accommodate nearly all business needs.