A Simple Guide to File Types and Colours: Getting Your Branding Right
Choosing the right file format can feel like learning a second language, but it’s the secret to making sure your logo looks as crisp on a billboard as it does on your Instagram feed. Whether you are prepping for a big print run or updating your website, here is a quick breakdown of what you need to know.
Understanding File Formats
Vector Files (The Scalable Pros)
Vector files are the gold standard for logos and icons because they are “infinitely scalable”. You can blow them up to the size of a building without any pixelation.
- AI (Adobe Illustrator): A proprietary format often requested by print shops when prepping your project.
- PDF (Portable Document Format): A versatile, universal format used for both printing and sharing documents online.
- SVG (Scalable Vector Graphic): The best choice for websites and apps to keep icons looking sharp.
- EPS (Encapsulated PostScript): An older format that is still good to have on hand for print shops using legacy software
Image Files (The Digital Go-Tos)
Unlike vectors, these files are made of pixels and are generally used for photos or web graphics.
- JPEG (Joint Photographic Experts Group): Great for photographs and web graphics because it offers smaller file sizes, though it does not support transparent backgrounds.
- PNG (Portable Graphics Network): The top choice for web graphics when you need a transparent background, though the files are typically larger than JPEGs.
Choosing Your Colour Space
Using the wrong colour mode can lead to blurry images or “off” colours. Here is how to match the tech to your task
| Colour Space | Best For… | Description |
| RGB | Digital Displays | Standing for Red, Green, and Blue, this is for web graphics and screen use only. |
| CMYK | Standard Printing | Uses Cyan, Magenta, Yellow, and Black. This is the standard for business cards and brochures. |
| Pantone | Precision Printing | A single colour created from a precise ink mixture. It offers superior accuracy but can be costly if using more than three colours. |
Top Tip: Never use CMYK for screen use, and avoid printing RGB files if you want to ensure your colours stay accurate and sharp
