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Logo File Formats, for the Confused Marketer
Marketers: have you ever received a logo package from a designer and felt clueless as to what file you are meant to use? There are usually a variety of files provided including AI, EPS, JPEG, PNG, and SVG, but what is the difference between them? When and how do you use them?
Unless you’re a designer, chances are you’ve never really needed to understand the differences between these file formats. While the large variety of file formats may seem confusing, there is a specific use and benefit for each type.
Raster Graphics
Built out of hundreds/thousands of tiny, square, coloured pixels that allow shades and tones of colour to overlap and result in continuous colour tone. Raster images cannot be edited (there are exceptions), and can only be scaled up and down to a limited degree based on how the original image was first created.
Vector Graphics
Built using proportional formulas rather than pixels and are easily scalable. These file formats are created in CMYK (Cyan, Magenta, Yellow, and Black – 4 colour process) and are ideal for print as they can be used at a very small scale like an embroidered t-shirt to large format van graphics.
AI / .ai (Adobe Illustrator)
AI is a vector file format and is most commonly used for logo graphics. Since Adobe Illustrator is the software that was (most likely) used to create your logo, the .ai file would be editable, and scalable. AI files can also be saved to other file types by exporting. It’s typically provided in CMYK, and is primarily meant for print.
EPS / .eps (Encapsulated Postscript)
EPS is a vector file format that is designed to produce high-resolution graphics for print. It is also editable (to a point) and scalable. Pretty much any design software can use EPS files, making it one of the most versatile file types. It’s typically provided in CMYK, and is primarily meant for print.
SVG / .svg (Scalable Vector Graphics)
SVG is a vector file format for two-dimensional graphics with support for interactivity and animation, which make it the ideal format for responsive design. It is the standard format for displaying vector graphics on the web. It’s typically provided in RGB (Red, Green and Blue), and is primarily meant for digital/web purposes.
JPEG / .jpg (Joint Photographic Experts Group)
A logo provided as a JPEG can either be a high resolution, CMYK file (meant for print), or a lower resolution, RGB file (meant for digital/web).
PNG / .png (Portable Network Graphics)
PNG is a raster file format that can be saved with a transparent background, meaning it can be placed on top of colourful objects without a white box present. It’s provided in RGB, and is meant for digital/web purposes.
Now you’ve got the technical know-how to master any graphic file that comes your way! Still confused? Don’t fret, our team of design and marketing gurus are happy to talk shop any time.
- CMS – “A constant flow of new content”
- The key behind every living, breathing webpage, is a solid CMS in the background. A CMS, short for “content management system”, is a dashboard for the end-user to add content to their website. A CMS makes it easy to upload content and accompany it with the necessary links, tabs, references, or visual aids. The CMS streamlines the process from conceptualization to publishing content to your website, while also providing fields and reminders to include elements to meet best standards for web and SEO. By making sure you have a straightforward CMS to publish to your site, you can ensure the free flow of unique content to your site, as anyone on your team can contribute and publish content themselves.
- A CMS encourages regular posting of fresh content. This contributes to your SEO and overall domain authority, making for a stronger call to prospective clients searching for relevant keywords online.
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