Pixel (Raster/Bitmap) format logos - JPG, TIF, GIF and PNG logo formats

Necessary, but with a few cautions. Let's take a look at Pixel based file formats (.GIF, .TIF, .BMP, .JPG) using our nifty new logo (see below). These formats are called Pixel based (or RASTER) because they are made up from tightly packed Pixels - each Pixel consisting of a solid color. When viewed from a distance, these Pixels give the optical illusion of being a solid shape. When created on a computer, these Pixels usually follow the RGB color system (Red Green Blue) and it is the varying amounts of these colors that make up the tones of any image. These are the formats supplied by design houses advertising 'logos for your web sites' as well as the types of files generated by most so-called 'logo creation software'. As this is generally, the ONLY version that's created using these services, we recommend that you don't use this method for development of your new logo as your uses and applications are severely limited. Let's compare Vector and Pixel based versions of our example logo:

While the Vector based image (L) only requires 2 spot colors to print, the Pixel based version (R) requires hundreds of reds, blacks and grays to reproduce the same logo. This necessitates the use of 4 color process printing when it comes to using your logo on business staples - business cards, letterheads, etc.

Having a Pixel based version of your logo isn't a problem at first. We can safely use this image on web sites and other forms of electronic reproduction. But what about traditional printing? As this is our newly created logo design, we'll probably want to create business cards, letterheads and the like. Now, we have a problem. Because we do not have the luxury of Vector information, and cannot utilize SPOT color techniques, we have to print the image as is. However, traditional print uses an entirely different color system than electronic reproduction. While monitors use RGB, traditional print uses CMYK (Cyan, Magenta, Yellow, Black) also known as four color printing. We now have to convert our Pixel image to CMYK (which may cause color shifting - many RGB colors do not have CMYK equivalents). In this method of printing, the design is set up so that it uses percentages of the 4 base inks. These percentages are created using varying sizes and densities of dots - most noticeable in the low resolution printing of most newspapers (SEE FIG 2). When these varying amounts of the 4 base inks are printed one over the other, the resulting variations will print as new colors. Rather than having the color tones premixed like SPOT inks, we are basically having the inks mixed on the press instead.

In order to print a Pixel based version of your logo, we need to convert the image from screen colors (RGB) to a print friendly palette. Due to the number of colors, and the loss of Vector information, we can only reproduce this logo as a CMYK image using color process printing. This is an unnecessary expense, and we may not be able to match the original colors exactly.

It doesn't take a rocket scientist to figure out that this method of reproduction is much more costly that the spot color printing accessible using Vector based images. Of course, this all relies on the fact that we have even managed to obtain a Pixel based image in the correct resolution in the first place. The same principles hold true for images that are to be reproduced in Black and White, regardless if they are halftones or linear reproductions.

In practical terms - what does it all mean?

What does all this mean in REAL terms? Well, let's take a print job. Say, your business cards. You will want new ones, all featuring your nifty new logo. In our hypothetical world our printer charges setup fees of $10 per negative per color, $10 per plate per color and $100 per print run per color. With our properly prepared Vector artwork, we're going to need 2 of each, for a total of $240.00. Our Pixel based artwork is going to cost double that. At least. Many print shops bill a surcharge for FOUR COLOR setup, as well as cleanup. Also, you may have to print your Pixel based artwork on a larger press. So, doubling your charges may be on the conservative side. Amortize that over letterheads, envelopes, fliers and you'll see that the nifty cheapo logo that saved you a few bucks in the design process, is going to cost you large in the long run.

A skilled designer can create a Vector based image from a Pixel based format but it requires skillful hand conversion and editing and may not result in a completely accurate version of your logo. There are companies (such as The Logo Factory) who specialize in 'format-repair' - taking a logo created by logo creation software, or inexperienced designers, and creating the proper and necessary formats. This service obviously results in extra charges. Better off doing it right from the get-go. Here's a full listing of what Pixel based images and logo designs are capable of: