EPS, AI, GIF, BMP, PDF, JPG, TIF, WTF? What exactly are the differences between logo file types, and what do they mean to you?

There are several logo design file types, each with varying uses and applications. There are two types of logo design files, Pixel-based and Vector Based. Pixel-based images, known also as bit-mapped or raster-based images, are made up entirely of solid-colored pixels in a grid. The .GIF, .JPG, TIF & .BMP are examples of pixel-based image formats. Raster-based images have a fixed resolution, and can't be enlarged without image degradation.

Due to their construction, pixel-based images cannot be successfully resized at will. Much deviation from resolution, and the image quickly becomes distorted and loses its clarity.

Vector-based images by contrast are scalable, fully editable images consisting of coordinates stored as mathematical equations, which can be enlarged and otherwise resized without losing image quality or resolution. Professional graphic design software applications utilize vector-based files formats, such as .EPS & .AI.

The majority of logo designs originate as vector based files. Digital reproduction on to a screen or web site however, requires the vector-based image to be rasterized. The vector-based 'working' files are resized as needed for different application and placement, and then converted to one of the many pixel-based file formats (.JPG, .GIF, .BMP, .TIF) for electronic rendering and screen use.

AI files - (Adobe Illustrator) .AI is the industry standard for vector design applications. .AI is usually the master and native vector based file. This high-resolution file is most likely the original file that your logo design was created in. These files cannot be opened or imported by other computer applications without rasterization of the file. Opening this file in Adobe Illustrator or other professional vector based drawing applications is the only way to retain vector driven freedom to edit. This is the file that most other formats are created from.

BMP files - (Bitmap) is the standard MS-Windows raster format.

EPS files - (Encapsulated PostScript) This is the universal file format used for printing by computer printers and professional printing companies. EPS file formats can support both raster and vector images as well as all standard color systems. .EPS files can be imported into may applications. Most times, this will be the high resolution format you supply your printer, designer and other vendors with. This format is ideal for the reproduction of your logo design across all mediums.

GIF files - (Graphics Interchange Format) .gif format uses LZW compression which was designed to reduce file size and electronic transfer rates. .GIF format displays indexed-color graphics and images in HTML documents for online viewing. .GIF's support transparency.

JPG files - (Joint Photographic Experts Group) .JPG files are generally used to display photographs and other continuous-tone images. This file format is most widely used on the World Wide Web. .JPG is a compressed file format; once the image is opened it automatically decompresses the image. The more the file is compressed the less original quality and sharpness.

PDF file - (Portable Document Format) .PDF is a cross-platform, cross-application compatible file format. PDF files show accurate display or your documents by preserving page layout and fonts. .PDF file format supports both vector and raster images. These files can contain multiple pages.

TIF files - (Tagged Image File Format) this compressed file format is fully compatible with all page layout, paint, draw, design, and page-layout applications. .TIF files cannot be enlarged without image and resolution loss. These images can only retain quality when reduced.

A quality, professional graphic design firm will deliver your logo design in the variety of file types you will need to use your new logo to full advantage. If a prospective designer hesitates when you ask what file types your logo will be available in, you may want to keep looking for another company. You want to make sure you have the right file types and formats to use your logo without limitations. Having a logo designed by experienced visual identity designers is a one-time investment for the life of your business.

In a lean economical cycle, business owners are inclined to cut costs to make their budgets go further. The old adage "You get what you pay for.", hits the nail right on the head where it comes to graphic design. A cheap design looks like a cheap design. Don't short-change your corporate identity; it's what people will remember about your business, on both a conscious and subconscious level.

Allison Duine has over 10 years experience designing corporate identities, logos & web sites. Designs crafted for Bausch & Lomb, Johnson & Johnson, CBS Sportsline, Major League Baseball,Intel and the Red Cross among others.

Contact Allison at: marketing@logodesignsource.com http://www.logodesignsource.com

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