A logo is the most instantly recognizable component of your brand identity. It might be type-based (perhaps a signature or simple typeset design), symbolic (just a graphic) or a combination of the two, but you’re definitely going to want to lay down the rules for how your beautiful logo should be used.
Logos come in many shapes, sizes, colors, and file types and sometimes it can be overwhelming to try and understand which one to use. Here is a short guide to help you understand what kind of file will work best for video.
A vector file can be scaled to any size without any loss of quality. This is because it’s built up from mathematically precise points that place lines and shapes in a given two-dimensional or three-dimensional space. This is the optimal filetype to send us. Here are three of the most common Vector filetypes:
.Ai - Adobe Illustrator (highest compatibility)
.PDF - Portable Document Format
.EPS - Encapsulated PostScript
Raster files are built up of small squares called pixels. This means that as you increase the size of your image, it will become blocky, or appear to be blurred. This is why a logo design should be created in vector format for the best results. Here are the two most common Raster Filetypes:
Alpha Channel (Transparency)
An alpha channel is a color component that represents the degree of transparency (or opacity) of a color (i.e., the red, green and blue channels). It is used to determine how a pixel is rendered when blended with another. If you are using a vector file you won't need to worry about alpha channels but for raster files they are very important. PNG files are the most universal raster file that supports alpha channels. JPEG files do not support an alpha channel.
Resolution & Dimensions
Image dimensions measure the total number of pixels along an image’s width and height. As a general guideline, raster logos (.png & .jpeg) should be a minimum of 1000px-wide with a proportionate height based on the aspect ratio of the image. Resolution is the fineness of detail in an image and is measured in pixels per inch (ppi). The more pixels per inch, the greater the resolution. Generally, an image with a higher resolution produces a better printed image quality.