Blog Archives

Logo Files: Which One Should I Use?

When we finish designing a brand identity, we always send the client a big ol’ zipped file of the final logo in a variety of file formats; EPS, PSD, JPG, TIF, and PNG. Do you ever wonder why we send so many logo formats? Or when to use a JPG instead of a PNG? A TIF instead of an EPS? No worries, we’ll break it down for you here.


Stands for: Encapsulated PostScript

What it is: These are vector based files, which means the file is information based, rather than pixel based. It is made up of mathematical equations (please don’t ask us how, exactly) to produce shapes and lines that can be increased in size indefinitely without losing quality. EPS files can be either CMYK or RGB color modes (see our blog post CMYK vs. RGB: What’s the Difference?). When we design your logo, we create it in Adobe Illustrator and save the original in this format so we can go back and edit as necessary. We like it because the logo can be transparent on various backgrounds.

What we use it for:

  • Print design
  • Large scale printing
  • Anytime your file needs to be edited or modified
EPS Logo

Here is an example of what an EPS file looks like in Illustrator, as an editable vector file, and a close up of part of the logo with no quality loss.


Stands for: Photoshop Document

What it is: These files are Adobe Phosotop’s native files. For logo purposes, these files are vector based, editable and can be either CMYK or RGB color modes. We like it because we can make the logo transparent on other backgrounds.

What we use it for:

  • Website design
  • When designing other elements in Photoshop that will incorporate the logo
  • When we need to save other formats or sizes of the logo

Here is an example of what a PSD file looks like open in Photoshop.


Stands for: Joint Photographic Experts Group

What it is: JPGs are pixel based files, usually set to RGB color mode because it’s typically used for screen display. “Pixel” stands for “picture element,” it is the smallest visual element on a display screen. Pixel based, or raster, images are made up of many of these tiny rectangles. The more pixels per inch, the higher quality, or resolution, these files are. A JPG is a conveniently small file size as it can be compressed down to 1/10 of the size of the original data. The thing is, you can’t increase the size of a pixel-based image past it’s original resolution without it losing quality (becoming “pixellated”!).

What we use it for:

  • Online purposes; websites, email, evites, etc.
  • Images viewed on monitors or TV screens
JPG Logo

Here is an example of a JPG file and a close up of part of the logo where you can see the pixel detail.


Stands for: Tagged Image File Format

What it is: TIFs are pixel based files, used for storing high quality images. TIF files are usually in CMYK mode, high-resolution and can support a transparent background. This means your logo can be used on top of another image or color and that background image will show through behind your logo

What we use it for:

  • Printed collateral
TIF Logo

Here is an example of two TIF logo files with transparent backgrounds layered on top of a colored backgrounds, and a close up of part of the logo to show the pixel detail. Notice the TIF is a lot higher quality than the JPG.


Stands for: Portable Network Graphic

What it is: A pixel based file format in RGB color mode that can support a transparent background and can remain compact in size even at a high resolution.

What we use it for:

  • Online purposes when your logo needs a transparent background
  • Word and PPT templates
Here is an example of two PNG logo files with transparent backgrounds so the background image shows through.

Here is an example of two PNG logo files with transparent backgrounds so the background image shows through.

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CMYK vs. RGB: What’s the Difference?

While we are working on your digital images, there are two basic color spaces, also known as modes, that we encounter: RGB and CMYK. They’re not as complicated as you think! For now, let’s focus on the specific use of each mode. This is an important differentiation because utilizing the correct color mode for how the image is being used will get you the best results possible.


RGB is short for Red, Green, Blue. It is the color of the light emitted from your computer monitor; when RGB light is combined, the image gets brighter. RGB mode is used for anything that will be viewed onscreen. This includes anything online, in an email, evites, and pictures being viewed on a computer monitor or TV.



13-0206-colormodes-CMYKCMYK is short for Cyan, Magenta, Yellow, Black. These are the inks used in 4-color printing; when the inks are layered on top of each other the image gets darker. CMYK mode is used for anything that is being physically reproduced, such as postcards, flyers, posters, etc.



Here’s an example of what the difference between RGB and CMYK looks like on screen. Notice the RGB image is brighter and more vibrant — that’s because it’s using the correct color space!

When we switch between the two modes you can see a noticeable difference in the vibrancy and in some instances, a shift in color. RGB mode is usually brighter and more vibrant due to the way the colors are ‘mixed’ and displayed on the screen. When prepping images for printing, we bring them into Adobe Photoshop and change the mode to CMYK so we can see a closer representation of how it will look once printed. That way we can decide if it needs any tweaking (color, contrast, sharpness) before we send it to print. If an RGB image gets sent to the printer, it will automatically be converted to CMYK, but be aware, the colors will differ from what you see onscreen!

When we are handling vector images (such as logos, diagrams and graphics) we use Adobe Illustrator to convert them to either RGB or CMYK color mode as well. This is an important part of keeping your image and brand in line. One of the things that helps us do this is your brand palette and brand guide. Here is where we set the color breakdowns for both RGB and CMYK modes for your company colors. Because we always use the correct color breakdown for each mode, you end up with a consistent brand, and the best results possible — whether it’s onscreen images, or printed collateral.

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