Inside the Suitcase
Branding overhauls often require a great deal of time and resources. When the project is all said and done, there’s nothing more frustrating for the client than printing their new logo only to find it looks like a 1990′s gameboy graphic, pixelated to no end.
Your designer should provide the final logo in a variety of files and formats. So for those of you reaching for that JPG right now, hold up and read this quick guide:
- EPS Anytime you see a file name with the extension .eps, take note that these files are ideal for printing. EPS files are created with vector-based programs like Adobe Illustrator and therefore can scale to an enormous size (if need be) while still retaining the original clean, crisp quality. It’s likely that you won’t be able to open EPS files if you don’t have Adobe programs, but the files should be clearly labeled so you can still send the correct one to print.
- JPG JPGs are probably the number one victim of file misuse. It’s a familiar extension, so clients often head straight for it. However, JPG logo files should be limited to web usage only. They are bitmap images as opposed to vector and therefore, cannot be scaled larger than the original file size without loosing quality.
- GIF and PNG GIFs and PNGs are also intended for web usage only. However, these two file types are preferable to JPGs when it comes to iconic graphics like logos. In fact, PNGs retain the most quality of all three so opt for a PNG when available.
- CMYK and Spot Often your designer will identify the color usage in the file names: CMYK (4-color) and spot (PMS). These color differences are only applicable to printing, so you’ll likely see the differentiation in the .eps file titles. File selection simply depends on how you’re printing the material: CMYK or spot.
- BW and Inv Lastly, you should be supplied with a black (BW) version of your logo and an inverse (Inv) version. This pretty much goes without saying, but BW should be used when color isn’t an option, and the inverse version should be used when you want to place the logo on a dark-colored background.
These five points are just the bare bones but should be all you need. And if you have any questions, always consult your designer first before risking a print job.
Posted by Jennifer
Learn | No comments | Share
