What’s in a Logo Pack?

When a logo has been designed and signed off it must be delivered to the client in a practical, usable way. The standard way to do this is to provide a digital logo pack that contains different file types for print and screen covering all possible uses. In this practical post, we’ll explain just what is in a logo pack and the practical use for each file type.

Most of the time the logo pack is separated into CMYK, Pantone and RGB versions of the logo:

CMYK (Print – high resolution)

CMYK is the colour mode used for all things printed such as books, business cards, leaflet etc.

  • logo.eps
  • logo.ai
  • logo.tiff
  • logo.psd

Pantone (Print – high resolution)

If there is a Pantone version of the logo, we also provide the same print files again using Pantone colours – Pantone is an international colour matching system providing standardised inks and colour referencing.

RGB (Screen – low resolution)

RGB colour mode is provided for digital and on screen use such as websites, apps and animations.

  • logo.svg
  • logo.ai
  • logo.eps
  • logo.png
  • logo.jpg


All these file types can be somewhat overwhelming. To help our clients we provide a simple document to explain how to use each file type:

CMYK (Print)

logo.eps / logo.ai
Both these formats are scalable and editable in vector applications such as Adobe Illustrator or Sketch. You’ll find that designers and printers will request this file type as they are the most useful and flexible.

The format .tiff is often used for print as it is a high quality format that retains file information and can be saved with layers, however they will loose quality when scaled up. More commonly used for photographs than logos, but provided as a high resolution print option.

This is Adobe’s Photoshop file format, and is very similar to .tiff above.

RGB (Screen)

logo.eps / logo.ai
We also provide RGB versions as well as CMYK (above) of these file types as mentioned before they are highly flexible and editable. An RGB usage example might be for an animation whereby the logo needs to scale up without losing quality.

Scalable Vector Graphic – Awesome on responsive websites as they scale without loosing quality. This format is supported by all modern browsers including Internet Explorer 9 and upwards.

Use .jpgs for Power-point slideshows, Word documents and other forms digital publishing. Jpgs are optimised for file size so they are great for the web, but they do not support transparency and hence the logo sits on a background colour, normally white.

Use .pngs on websites and digital publishing when a format with transparent background is required.


European Placement Network

Ello Media



Angela Roche