Vector Files

Logos are typically created as Vector files using an application such as Adobe Illustrator (AI files). Vectors are files that contain a 'description' of your logo in terms of geometric shapes, curves and lines. This format allows you to reproduce your logo scaled to any size you like without losing any quality or detail.

The most common form of vector file type is EPS (encapsulated postscript). This file type is accepted by printers and sign makers and can also be printed from your own pc as it is recognised as an importable file type by applications such as Word and PowerPoint (Brand Designs tip: use JPG files for PowerPoint presentations as they look better on screen).

The Vector file versions of your logo should be treated as your logo's master file as they are used to create the JPG and GIF files needed for onscreen and Internet use.

Vector Files are made up of geometric shapes, they can be scaled to any size without a loss of quality

Brand Designs as standard supply all clients with their logos origination files and an EPS file.

Bitmap Files

Bitmaps are graphics composed of dots called pixels they have a fixed resolution and look best when you display or print them at their original size. Files to be displayed on a computer screen (e.g. a Website or PowerPoint presentation) need to be output at a resolution of 72dpi (dots per inch) as this is the typical resolution of a computer monitor. Files to be output for print need to be high-resolution (300dpi) to ensure a quality reproduction.

Bitmaps are made up of pixels.

When applicable, Logos are created using bitmap-based applications such as Adobe Photoshop (PHP files).

Enlarging or scaling a bitmap will make it look jagged and distorted because extra pixels are added, therefore it is important that any logo origination files are high resolution and of a large size as it is always possible to reduce the resolution later.

Brand Designs as standard supply all clients with their logos origination file as a high-resolution file (if applicable).

GIF (Graphics Interchange Format) is a bitmap image format for pictures made up of up to 256 distinct colours and is widely used on the internet.

A GIF file uses data compression so that the file size of an image may be reduced to enable swift download times on the internet without degrading the visual quality of the image.

It is vital when using GIF files that they are NEVER stretched or squashed to fit into a space, they should always be displayed at the size they were originally generated.

A gif file displayed at 100% Degradation due to the image being scaled down

The GIF format also supports transparency whereby selected pixels can be made invisible. This can be very useful if the logo is to be displayed on variety of coloured backgrounds, but must be used with caution because ‘fringing’ can easily occur if the original background colour of the file is too different to the background colour it is to be displayed on.

Here is an example showing how a single GIF file with a transparent background, appears when displayed on different colours. Note the fringing that becomes visible on the blue due to this colour being too different from the original white.

The fringing is due to the way that bitmap files create extra colours between two different elements of the graphic to give it a smooth appearance.

Here is a close-up detail of the file, it shows how the extra colours needed to give a smooth appearance become a problem on the darker colour.


GIFs are normally used for diagrams, buttons, logos, etc., that have a small number of colours, while the JPEG format is used for photographs.

Brand Designs as standard outputs all finished logos as GIFs:

  • To 3 different sizes, customers may specify
  • On any customer specified background colour
  • With the background area transparent if suitable

JPG files are image files that use JPEG (pronounced jay-peg) compression, the most commonly used standard method of compression for photographic images. Compression is used to reduce the amount of time it takes to transfer images over a network connection.

JPG is the format most used for storing and transmitting photographs on the Internet but can also be used, when output at high-resolution, for print work.

Brand Designs as standard output all finished logos as high-resolution JPG files ideal for inclusion in PowerPoint presentations or word documents.

Colour Modes Explained

All origination and EPS files are supplied in CMYK colour mode (this may also contain Pantone colours) and all JPG files are supplied in RGB colour mode.

CMYK stands for the four primary colours that a printer uses, Cyan, Magenta, Yellow and Black. It is also known as four-colour printing, full-colour printing, or process colour printing

RGB stands for the three primary colours that make up a computer screen, Red, Green and Blue from which all other colours are created.

Pantone colour is also known as the Pantone Matching System, PMS colour, or Spot colour. They are a set of predefined colours that a printer will be able to recreate accurately. A percentage tint of Pantone colours can also be used which makes the colour appear lighter. By using this method it lets you use more colours in your logo, without increasing the printing costs.

This is an example of a logo that uses tints of just one Pantone colour, this minimises the reproduction costs when printing

Brand Designs as standard supply vector files in CMYK mode and bitmaps as RGB.

If you have any questions please don't hesitate to contact us via email at info@brand-designs.com