Understanding Your Logo Files

Color Formats

• Files labeled ‘Black’ or ‘k’ are all black in color. In most cases this file also doubles as your “1-color” logo.

• Files labeled ‘spot’ or ‘pms’ are composed of spot colors, which are special Pantone inks. These should be used when you wish to have your logo printed in single ink color.

• Files labeled ‘4c’ or ‘cmyk’ are composed of the four process colors. These should be used for full color printing, or general use.

• File labeled ‘rgb’ are created use web-compatible colors, and should be used online and also within Word documents.

File Formats

• .ai and .eps Files: These files are vector files that can be opened in Adobe Illustrator. A vector file can be scaled infinitely without degrading in quality. If you need to send your logo to a printer or vendor, these are the file types that they will most likely want.

• .pdf Files: These files are also vector files. A .pdf file is often more user-friendly for people because almost anyone can view it.

• .jpg Files: These files are raster files. A raster file is built like a photo—it is comprised of pixels and cannot be scaled any larger than 100% of it’s original size without degrading in quality. A .jpg file is typically used on a website or in the Microsoft Office suite.

• .png Files: These files are also raster files. It is similar to a .jpg file, but a .png file often has a transparent background. A .png file can also be used on a website or in Microsoft Office.

Lockups / Layouts

Note: You may or may not have all of these layouts in your logo package.

• Files labeled ‘stacked’ or ‘vertical’ denote logo formats that is taller in nature. Not all logos will have a stacked or vertical format.

• Files labeled ‘horizontal’ denote logo formats that are wider in nature. Not all logos will have a stacked or vertical format.
  If your logo has a version with a tagline, those files will be labeled “w-tagline.” You might also see files labeled “wo-tagline” to denote those that do not have a tagline included.

• Files labeled ‘avatar’ are the shorthand version of your logo, and are suitable for use on social media. Typically these files are built in RGB in order to be compatible with the web.