Selecting the Correct File Type

Logo artwork is available in the standard file formats that are required for most digital and print applications. Each file type is created for optimum reproduction in a specific application area. It is important to know which file type is best suited for your need in order to achieve clear and accurate logo reproduction results. The following information identifies the most common artwork file formats and their recommended use. Below are some general guidelines for file formats. Although this section is for logo art, these guidelines also cover information about photography and general color formatting.

CMYK Color

Process colors are printed using cyan, magenta, yellow, and black inks (four-color process) printed on an offset or digital press. Below are a few examples of when to use a CMYK color:
  • When the application includes full-color photographs.
  • When the application includes multi-color graphics that would require many colors of ink to reproduce with spot colors.

EPS (Encapsulated Post Script)

Great for print. The EPS vector file format is one of the most common formats used for printing. EPS files can be scaled up or down without loss of clarity to the original art and produce the cleanest printout. Please note: If you are printing EPS files to a non-postscript printer, your image will appear jagged, blurry, or illegible. Also note: EPS files created in Photoshop are different than the EPS files available here for download. Photoshop EPS files are pixel-based not vector, and will show a loss in clarity when scaled and/or printed. Do not use Photoshop EPS files to print the logo.

JPG/JPEG (Joint Photographic Experts Group)

Great for the web/internet, PowerPoint and Word, when you have a continuous tone photograph. Easily viewed, and sent through email due to the small file size. The pixel-based JPG files should be used for photographs saved for on-screen or online viewing. JPGs are not suitable for printing reproduction. JPGs use compression to reduce file sizes for easier online use. The amount of compression can vary with JPG files to increase or reduce file size and quality. The logo JPGs are at 150 pixels per inch and in RGB color format.