If you don’t live in the graphic’s world and know these by heart, here is a quick reference to help you know what they are and why they are so important.
Logo Types
Four types of logo files are available for download from Arkansas State University’s Logo Library.
.EPS
EPS, or Encapsulated PostScript, is created from mathematical curves and lines that stay in focus and in proportion no matter the file size. This means there is no pixelation and a graphic will look the same at 1 inch as it does at 10 feet. These files are ideal for uses from letterhead to billboards. An EPS of your graphic should be the first thing sent when is to be designed and printed.
- Files are resizable, print worthy, and transparent
- Require Adobe Illustrator CS2+
- Should always be used for printed files
Two EPS logos come packaged in a ZIP file: a CMYK and PMS version. Learn more under Color Modes.
.JPG
JPGs are good for Powerpoint presentations and other digital applications that do not demand much of an image. Like TIFFs, JPGs are pixel based. They are also compressed and generally have a low resolution to keep the file size low. A JPG graphic may appear acceptable on screen, however JPGs are not recommended for printing. JPGs do not support a transparent background.
.PNG
PNGs are for digital use. Unlike JPGs, PNGs have a transparent background. They have replaced the GIF format.
- Should be used for on screen applications, such as Microsoft Powerpoint.
- Should not be used for printed documents
.TIFF
TIFFs are pixel-based images put together from thousands of tiny blocks. If you blow a TIFF up large enough you will see pixelation (blur). All professional image editing programs have the ability to edit TIFF files.
Color Modes
CMYK, PMS, and RGB refer to the color format of the image.
RGB
RGB files are used for computers and televised screens – never for printing.
CMYK
CMYK is for four color printing and is not always accurate when it comes to reproducing a specific brand color.
PMS
PMS solves this problem. The Pantone Matching System, or PMS, is a universally recognized color scheme to which every printing press subscribes. It is often referred to as spot colors, whereas CMYK is referred to process.
