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Inspiring
February 22, 2024
Question

Best vector format for logos

  • February 22, 2024
  • 4 replies
  • 4371 views

I have to create logos and icons for clients. Traditionally I would supply both vector EPS files and bitmap PNG and JPEG files. However, recently clients have been expecting vector format logos, rather than bitmap. And in a format that they can use in:

Adobe CC

Affinity software

Canva

Word and Powerpoint

 

EPS

Files can't be used in Canva or Microsoft apps

 

SVG

Doesn't support CMYK and have other issues https://community.adobe.com/t5/indesign-discussions/placed-svg-files-do-not-fill-frame/m-p/14437985#M562818

 

AI

Isn't supported outside of Adobe

 

PDF

I've never thought of saving logos and brand assets as PDFs, but I assume all the apps above can open a PDF file. PDF supports CMYK and RGB. And this could be the way  to go?

 

Any recommendations welcomed!

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4 replies

Dave Creamer of IDEAS
Community Expert
Community Expert
February 23, 2024

I would supply:

Original AI (in case they want to make changes)

EPS for older software such as vinyl cutters. 

PDF for more morder workflows; I would leave the color in same mode as it was created.

PNG (you can make various sizes quickly with the export for screens function),

If logo is a monochrome design, TIFF (a 1500 ppi, 1 bit/Bitmap mode, LZW-compressed; these can colored anything you want in page-layout programs, including white/paper)

SVG if they ask for it.

 

Anything else, they can make themselves or ask you for it.

 

David Creamer: Community Expert (ACI and ACE 1995-2023)
Community Expert
February 22, 2024

Your clients need to tell you what creative applications they're using so you can tailor the art files to their work flow. That really should be established up front before any design work is done. The same goes for things like color modes.

 

The EPS format is outdated; one of the format's most serious limitations is no support for transparent fills.

 

The Adobe Illustrator AI format is supported by most rival vector graphics applications, but the level of support is very uneven. The AI files almost always must be saved down to an earlier "legacy" format, such as AI CS6. Current version Illustrator files will not open; or the rival graphics app will try to import PDF data, which can lead to unpredictable and wrong results. Newer Illustrator-based effects such as free-form gradient fills or gradients on line strokes won't be preserved when importing an AI file into Affinity Designer or CorelDRAW. Various "live" effects may not be preserved either. Graphics objects that don't have a bunch of live embellishments applied to them will import far more predictably into another target application. Generally speaking, logos and icons shouldn't have a bunch of live effects applied to them anyway.

 

SVG files are very hit and miss. If SVG files are coming from Canva they'll almost always stink. Downloading a "PDF for Print" file is the only thing I've seen that works at all from that web app.

 

PDF files can be very problematic. It all depends on what app is generating the PDF. Illustrator-generated PDFs (saved with Illustrator editing capability preserved) work very well. Just be sure to convert any live text objects to outlines so clients can avoid font substitution problems.

 

Other graphics applications that can save PDF files do not save PDF files that are edit-friendly. PDF files are not supposed to be edited. But plenty of us end up having to harvest graphics elements out of PDFs anyway due to inaction from clients. The Vector First Aid plugin can be an enormous time-saver when used to fix issues with artwork grabbed out of a PDF. Some problems may still remain though.

Monika Gause
Community Expert
Community Expert
February 22, 2024

@Bobby Henderson  schrieb:

 

The EPS format is outdated; one of the format's most serious limitations is no support for transparent fills.

 


 

Transparent fills have no business in a logo anyway.

 

Community Expert
February 23, 2024

I agree, a proper logo should not have any transparent fills. Really a true logo should be able to be reproduced in a single ink color and be simple enough that it can be legible at small point sizes or in the case of outdoor signs be legible at far viewing distances. So much compromise gets in the way of such goals. Considering how different segments of popular culture like reusing things from 20 or more years ago making them new again it wouldn't surprise me to see "Skeuomorphism" make some sort of comeback in graphic design.

Jacob Bugge
Community Expert
Community Expert
February 22, 2024

markeeeee,


You can look under Export here,
https://helpx.adobe.com/illustrator/user-guide.html

and especially under Export artwork, Collect assets and export in batches, andPackage files, and about PDF (also under Save).

With all this you can create a bundle of all (un)thinkable formats to cover all uses.

EMF can be used by Windows applications for vector artwork (within limits), and there is also WebP as an alternative to SVG.

PDF must be considered a must for print.

When starting, in order to get the best possible consistency of colour throughout, you can create the artwork in the narrower CMYK gamut for normal print purposes and then a corresponding RGB version for web/screen uses.

If you wish to work beyond the CMYK gamut limits, you can have a look at extended/expanded colour gamut,
https://duckduckgo.com/?t=ftsa&q=extended%2Fexpanded+gamut&atb=v320-1&ia=web

 

Edit: I had to leave for a while so there is a certain overlap with what Monika said.

 

 

markeeeeeAuthor
Inspiring
February 22, 2024

Okay, from doing some research, including this (https://www.graphicdesignforum.com/t/eps-vs-pdf/7424) it seems that I probably need to ditch vector EPS format in favour of PDF format logos. And by providing PDFs I don't also need to provide AI, SVG or EPS formats.

Monika Gause
Community Expert
Community Expert
February 22, 2024

Give them all formats.

 

Yes, EPS is an outdated file format. But logos are used in  wide variety of ways. And sometimes EPS is the only thing that an engraving service can use in their ancient equipment. 

Monika Gause
Community Expert
Community Expert
February 22, 2024

You have to usually supply all of them.

So people can choose whatever is appropriate for the task.

markeeeeeAuthor
Inspiring
February 22, 2024

Wouldn't that quickly become a LOT of logo versions, so many it would be overwheleming?

 

logo-cmyk EPS

logo-cmyk AI

logo-cmyk PDF

logo-rgb EPS

logo-rgb SVG

logo-rgb AI

logo-rgb PDF

logo-black EPS

logo-black SVG

logo-black AI

logo-black PDF

logo-white EPS

logo-white SVG

logo-white AI

logo-white PDF

 

+

Bitmap versions

+

Different versions of the logo

 

I'm wondering if PDF could do the job of all the other vector formats?

 

Monika Gause
Community Expert
Community Expert
February 23, 2024

Okay, drum roll. One logo = 84 separate files all named precisely and put into precise folders = 1/2 days work? This allows some time for making mistakes with the naming etc and having to redo files. It's easy to put files in the wrong folder, or name them wrongly etc.


You might want to take a look at this: https://www.logopackage.com