Which file formats does my branding need?

Why there is not just one correct file

Your logo may be the same everywhere – but the file requirements are not. After all, a social media post needs different specifications than a T-shirt print or a business card.

Important to understand:

• Not every file format is suitable for every purpose

• Colour modes such as RGB and CMYK determine whether your design looks good on screen or in print

• The resolution (dpi) determines whether the image will look pixelated or crisp and sharp

That might sound like nerdy stuff, but it’s absolutely essential for a consistent brand image – and it’ll save you a lot of hassle when you’re working with printers, service providers or online shops.

File formats: Which for what – an overview

In design, we generally distinguish between two file formats: raster graphics, which consist of individual pixels, and vector graphics, which can be scaled without any loss of quality.

Raster formats – for photos & web graphics

These formats consist of pixels and are not infinitely scalable:

• JPG / JPEG

  • Most common format for photos

  • Compressed, therefore smaller file size

  • No transparency possible

  • Good for: Web, social media, newsletter

• PNG

  • Supports transparency (e.g. for logos without background)

  • Compressed without loss

  • Larger than JPG

  • Good for: Websites, presentations, small printed matter

• TIFF

  • High-quality image format without loss of quality

  • Very large file size

  • Good for: professional printing, archiving

Vector formats – for logos, icons & printing

These formats consist of mathematical expressions and are scalable to any size – without any loss of quality:

• SVG

  • Ideal for web and responsive designs

  • Small file size, but not printable everywhere

  • Good for: Websites, online icons, illustrations

• EPS

  • Classic vector format for printing

  • Often required by printers

  • Good for: Posters, banners, advertising material

• PDF

  • Universal format for print data

  • Can contain both raster and vector data

  • Good for: Print approvals, proofs, flyers, brochures

Our tip: Always ask your agency to provide you with a selection of formats. That way, you’ll be prepared for all applications – from the website to the exhibition stand.

Colour mode: RGB vs. CMYK – Screen or print?

Not all colours are the same – at least not in the digital world. The question is: Is the colour displayed on screen (RGB) or printed (CMYK)?

RGB – for digital applications

• Stands for Red, Green, Blue

• Colour mode for monitors, smartphones and websites

• Bright, powerful, lively

• The colour space is larger, but not printable

CMYK – for printing

• Stands for Cyan, Magenta, Yellow, Key (Black)

• Colour mode for all types of printed products

• Colours often appear duller than on the screen

• Important for: Business cards, posters, brochures, packaging

Important: RGB files look great on screen, but can be disappointing in print. Therefore, all print files must always be converted to CMYK – ideally before the design process begins, to avoid any nasty surprises.

Resolution: What does dpi actually mean?

dpi = dots per inch – that is, the number of pixels displayed per inch. The higher the number, the sharper the result will be. However: Not everything needs 300 dpi.

The most important dpi values at a glance:

• 72 dpi

  • For: Web, screen, social media

  • Completely sufficient for digital display

  • Fast loading, small file size

• 150 dpi

  • For: simple office printouts, presentations

• 300 dpi

  • For: professional printing

  • Business cards, flyers, brochures, packaging

• 600+ dpi

  • For: very fine prints, e.g. art prints or labels

Fun fact: An image with 72 dpi looks good on screen, but appears pixelated and blurry when printed. Conversely, a 300 dpi image is too large for the web and results in long loading times.

What does this mean for sustainable companies?

Sustainability doesn’t stop at eco-friendly paper – it starts with clear communication of your brand. If you:

• uses the right formats for each channel,

• colour profiles consistently and

• work with a smart resolution,

…you’ll not only avoid mistakes, but also unnecessary reprints, returns or hours spent clarifying matters with the printers. This saves resources, stress and CO₂.