Changing logo design formats - what you can, and can't do.

Throughout our logo File Format Guide we've taken a look at the properties of the two different image formats - Pixel based and Vector based - as well as the various methods of reproduction, and the limitations of each type. What if we only have access to one format or another? How will that effect our marketing efforts and the creation of material that showcases your new mark - say letterheads, business cards and brochures? And what happens if we need a format that we don't have? Once again, let's summarize the various format types, as well as the various forms of reproduction that we will want to use our nifty new logo design with . By having access to the following formats, we can pretty well do anything we want with our new logo design.

Let's assume we have a Vector based image of our corporate identity logo design. We're pretty much home free (above) - The Logo Factory (or any other proficient designer) can create any format you will require, with a minimum of headache (and charges). We can enlarge your logo, convert from RGB to CMYK and back again, change it to spot color and then into one color. Every eventuality can be handled. Producing business cards, letterheads, websites, flash animations, brochures and practically any other manner of corporate identity material will not be an issue.

If we can start off with a Vector based image as our 'source file', there are no conversion, reproduction or sizing restrictions. To maintain maximum image quality, Pixel based images can only be reduced in size. For larger Pixel based images, we'll always have to return to our Vector 'source' file as a starting point.

Now let's take the same nifty logo design without any visual changes - but this time we ONLY have a Pixel based version. We've used spiffy template logo software, or went for that 'new logo for your web site' $99 special. What can we do, without resorting to format repair (and the resultant charges)? Let's take a look at the conversion chart (above). We can convert our logo from RGB to CMYK and back again. We can convert our logo from color to black and white (halftones). So far so good. We can REDUCE the size of our logo for various pages on our web site.

If we only have access to a Pixel based version of our logo, we are limited in what we can accomplish, and limited in how we can use the image. We can convert from RGB to CMYK, and from color to BW. We cannot enlarge the image (or increase its resolution). In order to maintain ANY level of quality, we can only reduce the image size of our logo.

But now, let's look at what we CAN'T do (below). This chart illustrates were the true problems come in. All the conversions and uses below require Logo Repair, an effective, but sometimes expensive method of creating the correct formats. We cannot enlarge our new logo at all (without the image pixelating). We cannot prepare the file for economical spot color printing. And we cannot effectively change the colors of our nifty new logo. Eeek! Looks like we're stuck. No, but we will have to fix (repair) our logo design, so that we can utilize the conversions that are available in a logo for which we have a Vector version.

The grey arrows represent reproduction methods and format conversions that you cannot achieve if you only have access to a Pixel based format of your logo. Such changes will require a rendering or repair of your logo before hand. As having an effective logo is all about adaptability (one of our Golden Rules of Logo Design) this chart illustrates the real ramifications of having a non-vector version of your logo as a starting point.

Our format conversion charts illustrate what Logo Design file formats are used for which purpose. What if you can't use your spiffy new logo, because you don't have the correct format? You used that nifty logo generation software and ended up with a PIXEL based image, that you now need to enlarge, or worse, prepared for spot color printing. All is not lost. The Logo Factory can repair your logo, and you'll end up with your logo design images in the correct array of all formats. Here's how it works -

Fixing your logo formats - creating professional 'logo assets'.

In order to 'fix' your logo format problems, we first need to create a Vector source file from which we can generate ALL the various types of formats you'll need. In order to create Vector Based versions of your logo, our designers literally have to 'trace' the artwork by hand (see illustration 2), using vector based drawing software (Adobe Illustrator). There are a few automated solutions, but these are not adequate for truly professional results and even then, the artwork created requires extensive editing to remove redundant points and areas that have not converted correctly. The time required to 'clean up' the image negates any time saved by auto-tracing. Automated solutions also require a high-resolution (ie: higher than 72 DIP) pixel based image for even the most marginal results. And while high-resolution files also make repair easier, we're dealing with file format problems, and the likelihood of this quality file being available is slim.

Once our designers have finished hand-tracing your logo, we'll end up with a series of vector shapes that we can now edit together or individually (illustration 3). We can change the various components of the image, add new text, remove or add elements. The sky's the limit. The logo can now be adapted and converted to a wide variety of uses and applications.

Once we have a Vector Based version of your logo, we can change colors by simply 'pouring' color inside the various vector shapes. We can set up the logo for use in spot color reproduction or, if the application warrants it, use the logo in 4 color process printing. The logo is now completely scalable - enlargement and reduction are no problem as the resolution of Vector images is, for all practical purposes, unlimited. At this point we'll be able to create as series of source files of your logo - known as 'logo assets' - that can be used for years to come, in almost every use imaginable. As these formats are 'industry standard' they can be utilized by any designer you choose to hire for the production of your marketing and advertising material. The process described here would also apply to a project where sketches and/or the time-honored process of napkin 'doodles' are the starting point.

Need to change the formats of your logo? Our logo repair service can help.Want to read about it offline and at your leisure? No problem. Download our current promotional mailer about our repair, formatting and rendering services. Requires Adobe .PDF reader. More downloads here.

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No need to convert formats - we'll supply you with all that you need.

All formats are included, so you'll be in capable hands when you order a new project via our project submission forms. For further information on how to buy a logo or for a project that is outside the scope of options that are presented on our web site, please contact us via our website, or call us TOLL-FREE (USA & Canada) at 1.866.891.9704. Outside North America? Call us at 905.LOGO.747 (905.564.6747).

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Unless noted otherwise, all material featured on The Logo Factory® website are Copyright 2001 - 2007 The Logo Factory® Inc. All Rights Reserved. Certain photography used on our site is copyright iStock, Photos.com or Comstock. Used by permission under license. Design examples are the property of the respective Copyright and/or Logo Trademark holder. Unless where noted, Logos, Graphic Design and Illustration artwork may not be reproduced without prior, written permission. Information and how-to articles are offered on an 'as is' basis and as such, no warranty is offered or implied.

Technical Features:

Logo File Formats - The various formats needed for effective Brand Management.
Vector Logo Formats - The workhorses of your Brand assets. Pro print files.
Pixel Based Logo Formats - The bitmap graphic files required for website use and certain special FX applications.
Logo Design Cleanup - Changing file formats or simply cleaning up artwork that's become tattered over the years
Spot Color Logos - Using PANTONE spot colors can up color accuracy and cut reproduction costs.
Four Color Process Logos - Using CMYK colors in your logo can add expense, but allows unlimited choices and options.

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