“What’s up with all these files?” A Guide to Your Logo File Types

Have you recently worked with us, or someone else, on a logo project and received so many different file types that you weren’t sure where to even begin? You stare at your delivered file folders and are overwhelmed by the quantity so you put off even doing anything with your new logo. This is a guide to your logo file types, where and when the files can be used, and what their purposes are so you can use your logos effectively!

First, let’s go over color differences.

Print vs. Web, CMYK vs. RGB

If you are receiving logo files from us, you’ll notice right away there are two folders: Print and Web. The difference in these files is that typically we use “CMYK” color builds for printing (posters, business cards, brochures, etc.) and “RGB” color builds for anything digital (social media graphics, digital ads, etc.).  CMYK refers to the four colors (cyan, magenta, yellow, and black) that are used in the printing process to print. RGB are the 3 colors (red, green, blue) that make up the color build on a monitor (tv or computer) so to get the best and most consistent color reproduction you will want to use the correct version. Other designers may organize these files differently so make sure you get clarification whether or not your files are for print or web!

Now for your file extensions.

.ai

Ai files are the original files used to create your logo so if anyone ever needed to make edits with the original logos they could do that with an .ai file. Whoever is making those edits will need to have access to Adobe Illustrator (hence the name .ai). We definitely wouldn’t recommend that, but you have these files, just in case.

.eps

This file type is what many printers want because it is a vector graphic that allows you to make the graphic any size without losing quality. (i.e. if you want your logo to be printed onto a billboard, the file would have to be much larger than if you were printing it on a pen). Eps files have a transparent background and this is the kind of file we would use for any print reproductions of your logo. However, most programs (word, acrobat, website, social media) won’t accept this file type and you likely won’t have the right program to open it. This is the file you would want to send to your printers for shirts/hats/apparel/merchandise. Your printer will be able to view and use these files. (Tip: Preview your logos using the .jpg or .pdf format, first.)

.pdf

This file type acts similar to an .eps in that it has the vector points included. However, it is more widely able to be opened because most people have at least Adobe Acrobat Reader. If you need to include the vector points and keep the quality of the image I would use this. However, it does not typically reproduce well if added in to a Word document.

.jpg

This is the most commonly used file format. Almost any program would be able to open a .jpg and use it. However, there are 3 downfalls.

1. It will likely always have a white background

2. You won’t be able to see/open a white version of the logo

3. As you increase the size of the logo, it will lose quality because it is made up of pixels that distort when it gets larger (like the example of the pen vs. billboard from before, the billboard reproduction would be extremely blurry if you used a jpg)

.png

This is also a pixel-based image like a jpg is. However, it often has a transparent background and can be used more broadly across many platforms/programs. When needing a file for digital uses, this is often the best file to use. (Reminder to use an RGB png if using your logo digitally). Or if you need to use it in a Word document and need the background removed, this is also the best option. (Tip: When placing your logo on a colored background for a poster, flyer, social graphic, etc., use a transparent png, not a jpg. The png’s transparent background will look much better than if you placed a jpg with a white box around the logo. If the background of your project is too dark for your logo, use the white version of your logo).

For more tips on how to use your logo, visit this post on our Facebook page!

We hope this guide to your logo file types was helpful. Contact us or leave a comment if you have any further questions regarding file types! We’re happy to help.

 

 

Pros and Cons of Canva for Your Small Business

In the world of digital marketing, creating visually appealing content that resonates with your brand (strategically and visually) is crucial. For small businesses, tools like Canva have become a go-to platform for DIY design solutions. However, like any tool, Canva comes with its own set of pros and cons. Let’s explore how Canva can elevate your small business design game, as well as some pitfalls to watch out for, and why it might be beneficial to hire a designer to help you out!

Cons

  1. Template Overload: The countless templates available on Canva can be overwhelming. It’s easy to get sidetracked and choose a design style that doesn’t align with your brand. Careful consideration is needed to ensure that your marketing materials stay true to your unique identity. Tip: Use your brand kit! 
  2. Limits to Creativity: Canva, while user-friendly, has its creative constraints. Compared to professional design software like Adobe, Canva might not provide the same depth of features. If your design needs to go beyond the basics, you might find yourself longing for the advanced capabilities of more robust software.
  3. Pixelated Frustrations: Designing a logo on Canva? Be cautious. Canva doesn’t allow you to export your logo as a vector, leading to potential pixelation issues when resizing. This limitation could pose challenges if you plan on using your logo across various platforms and sizes, such as a billboard, on the side of a vehicle, or when making T-shirts.
  4. Design Deja Vu: One drawback of Canva’s accessibility is that everyone has access to the same asset library. You do have a few more options if you pay for the Pro version, however, there’s a risk of using the same design or design elements as another small business, which might make your brand look like every other player in the market.

Pros

  1. Brand Kit Magic: Canva’s Brand Kit feature is a small business owner’s dream. It consolidates all your design elements – fonts, colors, logos, and styles – in one convenient place. This not only streamlines the design process but also ensures consistency across all your marketing materials, fostering a cohesive brand identity. Use this to your advantage! Tip: Hire a designer to help you create your brand identity and brand guide ahead of time to ensure consistency. 
  2. Inspiration Hub: Need a spark for your next social media post or marketing campaign? Canva’s extensive template library serves as a wellspring of inspiration. It’s an excellent starting point for those moments when you’re staring at a blank canvas, providing layouts and design ideas that can be customized to fit your unique brand aesthetic. Tip: If you’re scrolling through the templates, focus more on which layout you like best instead of the colors and graphics. Once you open the template, customize it with all of your own brand elements to make it unique to your business.
  3. Brand Templates: Stand out from the crowd by creating brand templates within your account. This personalized touch not only saves time but also sets your brand apart, ensuring that your marketing materials don’t blend in with the competition when using Canva’s pre-made templates.

Canva is a powerful ally for small businesses diving into the design world. Its user-friendly interface, plethora of templates, and personalized branding features make it an attractive option. However, it’s crucial to tread carefully, ensuring that your design choices align with your brand identity and business goals. If you find that the pros outweigh the cons, and you’re interested in incorporating Canva into your small business, we suggest working with a designer or marketing team, such as ourselves, to create those design assets to avoif feeling overwhelmed with Canva’s extensive asset library. We’d be happy to help you navigate and use Canva effectively!

Visit www.em3rgemarketing.com/request-a-quote to get in touch about a potential project!