While most people don’t know the difference between two different file types, they do notice when a logo doesn’t look clear and professional.
The average person probably doesn’t pay much attention to different file types. You’ve got .jpgs and .pngs, vector files, source files and more. But for a small business owner, it’s important to know which file types you should have on hand, and when to use them.
Keeping a set of clean, crisp logos ready to go for multiple uses will help ensure your business marketing looks highly professional, even if you’re creating your own marketing materials with Canva or Microsoft Office.
1. A .png logo file
A .png logo is our choice as a good general purpose logo, especially for digital use. This type of file can also have transparency as well, so you won’t get that white border around your logo when you use it. For web use, your .png files should be at least 72 pixels per inch, and for print they should be 300 pixels per inch. You’ll also want to keep your .png logo in a small size (about 200 pixels wide) as well as a larger size (about 800 pixels wide).
2. An .eps logo file
An .eps logo file is a type of vector file that is completely scalable for large-format use. This is your go-to file type for print materials, including signage and promo items. You can only access an .eps file within a special design program such as Adobe Illustrator, but you should still have one on file to send to vendors as needed.
3. A .jpg logo file
A .jpg image is the standard image type for photographs and another good type of logo file to have on hand, though the use cases are more limited than a .png logo file. The background of a .jpg will be white. One great thing about .jpg files is they are typically smaller, which makes for faster loading times.
4. A square logo file
This isn’t a file type, but is another good logo type to have on hand. A square logo is needed for tools such as Facebook and LinkedIn, so be sure to have one on hand. Our example shows a square logo mark, as well as a square full logo with a black background so you can get the idea of what a full logo in a square looks like. Ideally the background would actually be transparent.
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5. One-color dark and white logos
Sometimes your typical logo style won’t work for a specific project. Maybe you’re ordering a promo item and want to keep the cost down by choosing a one-color design, or perhaps your dark logo won’t show up well on a dark background. Create a single color dark as well as a single color white logo to have on hand for future use.
6. A mark-only logo, and text-only logo
If your logo is text paired with a small icon or picture, be sure to get a text only and mark only version of your logos as well. The mark-only version works as a Favicon or small profile picture when needed.
Getting your logo into the right format will be important as your business grows and you expand your horizons. You may think you only need one version for your Facebook page, but soon you’ll be printing business cards, handing out flyers and who knows, maybe putting an ad on a giant billboard!
If you don’t already have these file types, ask a designer to help you create them so you have them on hand for future projects!
At Huddle Marketing + Design Solutions, all of our Small Business Brand Identity Clients receive these files and more as part of their identity package.