Your Logo Files

After you finalize your logo design, I will create several files for your logo kit. All the final file types that I supply can be used on any computer, Mac or PC, but the vector files will need a special software. You will receive the following file type; EPS, PDF, JPG, and PNG. Each file type may contain different logo formats such as full-color, one-color options, all-black, greyscale, and/or reversed-out color format. You may also be given various logo orientations and files of the graphic/icons of your logo if applicable.







Logo Design File TYPES

I would like to explain how to use your logo files you receive in your kit. Each file type has it’s own specific purpose – knowing when to use it and how to use it is very important to obtain the best results.


What is vector

All logo designs should be created in vector form, so be wary of any designer who says they use Photoshop (which is primarily pixel, not vector). Vector files are mathematically interpreted within the software as a collection of coordinates, lines, shapes and indexed colors. What this means is that they can be reproduced at almost any scale without problems, such as blurring or distortion. Basically, the same file can be used when printing on a letterhead as printing on a billboard.



EPS file is a vector file. Professional printers often request EPS files as they can be scaled to any size without issue. An EPS file can be reopened in illustrator and edited with fonts outlined to objects to avoid missing font and license issues.

Opens with: Adobe Illustrator, CorelDraw
Inserts into: Microsoft Word, PowerPoint, Adobe Photoshop, and Adobe InDesign.
When and where to use it: expert printing, scaled banner & billboard printing, promotional product printing, building sign companies, silk screen printing, and embroidery.



PDF, Portable Document Format, is a file format developed by Adobe Systems that can be universally downloaded and viewed by any computer that has the Adobe Reader program. The PDF files are also saved as editable files with the EPS embedded, which is great for both designers and clients to work with.

Opens with: Adobe Reader, preview (and illustrator to extract the EPS)
Inserts into: Microsoft Word, PowerPoint, Adobe Photoshop, and Adobe InDesign.
When and where to use it: printing, viewing


What is a raster file

Raster images, a.k.a. Pixel or Bitmap, are resolution dependent and built from rows of small squares (or dots) of varying color. The more squares you have per set area the higher the resolution of the image – generally images on the web are 72dpi (dots per inch) while print-quality imagery comes in around 240-300dpi.

Once the resolution is set, stretching or distorting will result in blurriness and generally a lower image quality. It is primarily for this reason that logo design should be vector based.

Your logo kit will have two sets of JPGs for use on the web in RGB color mode at 72dpi and for desktop printing in CMYK color mode at 300dpi. I also include a Facebook profile pic of your logo, so it fits perfectly within the 180×180 box — take note that there will be a white/grey border around your image after uploading.



JPG is a raster image, the most common format you will find on the web. A JPG can’t have a transparent background so they are always in the shape of a rectangle or square with a solid background. They are compressed so they load quickly on websites, but can be saved at a high enough quality to be nearly indistinguishable from their vector counterpart. I tend to save JPEG’s and PNG’s at a larger scale, around 6-inches in width, which keeps the logo crisp and not pixelated when you need to down-scale your logo. DO NOT upscale your JPGs and PNGs — it will result in pixelation and blurriness (see my logo icon above). Please contact me if you need a larger JPG size or resort to using the PDF or EPS vector files.

Opens with: most image viewers
Inserts into: Microsoft Word, PowerPoint, etc
When and where to use it: web and printing at 300dpi



PNG is another raster image type used for web only because of the RGB color mode. For the general marketer, the main difference to understand between a PNG and JPG is that a PNG can have a transparent background and is generally larger and higher quality. Therefore a PNG is ideal for saving logo files for websites because they can be placed over a colored background. All the images on this page are PNGs except the vector outline example above — it has a white background. It was created to be an improvement upon the older GIF files, which was limited to 256 colors — so I don’t feel the need to offer GIF unless specifically asked for.

Opens with: most image viewers
When and where to use it: web only


Other Files

These are the file types I default to when saving out your final approved logo design for your kit. If you have any specific requests regarding file types or formats then let me know and I’ll be happy to help out. If you are asking for a different logo file type or format after receiving your logo kit, additional cost in an hourly rate will be required to provide you with such files.

your branding logo guide

A brand guidelines document is like an instruction manual for your logo, it tells you the correct best practices and usage of your logo. For instance, which version of the logo should be used on dark backgrounds and when it’s best to use the one-color logo. The document might also contain details on the color swatches used, in Hex, RGB, CMYK and Pantone formats, and what fonts were used in the design.