Logo Packs: What They Are And Why Your Business Needs One
You have a logo you’re proud of and now’s the time to show it to the world meaning adding it to all your marketing material in as many mediums as possible. Great! There’s just one thing you need, a logo pack. Before we delve into why you need a logo pack and what it should include, we’ll quickly run through what a logo pack is.
Put simply, a logo pack is a digital folder which contains all the file types and colour spaces that you will need in the majority of instances to display your logo. It typically contains logo files for print, online use, raw vector copies and more meaning you have a logo file for every use.
When a logo has been designed, and signed off, we provide the logo in a pack that can be used by you in a practical way. We do this by providing you with a digital logo pack that contains different file types for print and screen which cover a wide range of uses. This is divided into CMYK (print), RGB (online), greyscale, solid colour and spot colour.
There are three main colour spaces: RGB, CMYK and Pantone. RGB stands for Red, Green and Blue and all colours on a screen come from a mix of these three. If you need to use your logo on screen, a website for example, use the RGB version of the logo. CMYK stands for Cyan, Magenta, Yellow and Key (Black). This relates to printing, where every colour comes from a combination of these four inks. That’s why it’s often referred to as a ‘four-colour print job’. If you’re sending something to print, the CMYK version is usually the best choice, with one caveat. Every printer will produce slight differences in the CMYK colours. It won’t be drastic but might be noticeable.
Pantone is an alternative printing system which uses pre-mixed inks. Each coloured ink has a code (eg Pantone 3272). This means that no matter which printer you go to, you will always get the same colour. This is how Coke gets the same red everywhere. Pantone inks are great for jobs that only need one or two colours. You can also add Pantone inks to a CMYK print job but it does add cost. It’s useful if you’re using special colours like metallics or neons which you can’t replicate in CMYK. The main thing to remember is: RGB for screen, CMYK for printing. If you’re printing a two-colour job, you want exact or you are using special colours, use Pantone.
There are two main ways you can create an image, called raster and vector. Raster images are a bit like a pointillist painting made up of pixels. Digital photos use raster because it allows for a smooth transition between millions of colours.Both Jpeg and Png files are raster. Png includes transparency while Jpeg has to have a white background.The problem with raster is size; when you enlarge a raster image it goes fuzzy. You will have seen this if you’ve ever tried to print an image from the internet.
When you do need to go large, the solution is vector. Vector files use mathematical points, connected by lines, to make shapes. Filling these shapes with colour gives you an image. Because each shape comes from mathematical points, you can scale them without losing definition. This makes them perfect for logos and, just like Png, they don’t need a white background. Eps files are vector. The drawback of Eps files is that you usually need special software to open and edit them. Don’t worry though, most designers and printers can use Eps files.
The main things to remember are: Jpeg and Png are easy to use but you can’t enlarge them. Eps is more flexible but less accessible. Png and Eps don’t need a white background.
CMYK .eps (Illustrator 8)
CMYK .tiff (flat with clipping path)
CMYK .jpg (500px wide)
CMYK .jpg (250px wide)
CMYK .jpg (100px wide)
Spot color (if applicable) (High resolution)
Spot .tiff (flat with clipping path)
Greyscale 1 color (High resolution)
Greyscale .tiff (flat with clipping path)
Solid 1 color (High resolution)
Black .tiff (flat with clipping path)
RGB (low resolution)
RGB .jpg (500px wide)
RGB .jpg (250px wide)
RGB .jpg (100px wide)
RGB .png (with transparency, 500px wide)
RGB .png (with transparency, 250px wide)
RGB .png (with transparency, 100px wide)
RGB .png (without transparency, 500px wide)
RGB .png (without transparency, 250px wide)
RGB .png (without transparency, 100px wide)
RGB .gif (250px wide with transparency)
RGB Greyscale .jpg (250px wide) (file is colorless but still in RGB format)
RGB Solid black .jpg (250px wide)
Putting it all together
There are quite a few combinations of file types and colour spaces which is why the logo pack is so big. For instance, if you wanted to order a new sign above your office your signwriter may want a CMYK Eps. If you were putting together a piece of printed literature, your designer might use a CMYK Jpeg. If you were creating a new website your web designer may ask for an RGB Png. 90% of the time your designer or printer will tell you which version they need. You could always give them the whole pack but it’s useful to know why the different formats exist and how to use them.