Ideally, definitely the following : a Vector file format, which means an EPS or Encapsulated Post Script file, which is scalable to any size, which is critical if you are going to get the logo printed on business cards and other pint media. Other logo application media would typically include websites and blogs : a medium to high resolution .PNG file on a transparent background should serve you well for all web and low-resolution applications.

If you are not aware of how to re-size images and are not comfortable with converting file formats from .PSD [ Adobe Photoshop ] to any other format, ideally, you should ask your logo designer to give you the basic formats.

• .EPS : You should have this file format if you want to use your logo extensively. It is scalable and does not pixelate when re-sized to larger sizes. Sometimes, the logo designer will give you a high-resolution .PDF [ Adobe Acrobat ] file with an embedded .EPS file so that you can see the contents of the file. To view a .EPS file, you will need Adobe Illustrator. Ideally, your printer should be able to extract the .EPS file from the .PDF when it’s time to put your logo onto stationery or billboards.

• .PDF : Alongwith the .EPS file, it makes sense to ask for a .PDF file as well with the vector file embedded in it – so that you can quickly see what it is that you might be emailing further to your printer or other media channels. But make sure that the file embedded in the .PDF is not a flattened version of your logo. How to make sure? Ask your logo designer.

• .PNG : This format would be most suitable when you want to use your logo on various colored backgrounds and not necessarily black and white. .PNG files have transparent backgrounds and your logo can be applied to presentations and used online without having to worry about removal of the white from the background when it needs to be used on black. This format is useful for use on the web and on lower resolution documents like an MSPowerPoint presentation or an MSWord document that needs to be emailed.

• .JPEG : This format is also suitable for use on the web.

• Favicon : This can be in the form of a .GIF file or a .ICO file. Favicons are the tiny images used to represent the webpage within the browser. For example, when you open GMail, you will see a tiny red-white envelope on the tab or address bar in your browser. That is a favicon. Ideally, your logo designer should be able to create one for you.

All the above file formats might not be included in the price package that the logo designer first discusses with you. Each format might be available to you at an additional cost. But typically, a logo designer will include a vector file in the deliverables.

You could also ask for a .PSD [ Adobe Photoshop ] version but it’s not quite relevant when you have a .EPS or .PDF file.

Ideally, your logo will be in color. You should ask your logo designer to give you color specifications as well. CMYK, RGB and HEX values as well as Pantone values.

The logo can also be acquired in black and white and greyscale versions, if required. Again, this will either be included in the price package or will be available at an additional cost.

Posted on July 2nd, 2009 by The Logo Designer
Filed under: Logo Design FAQs