News

A logo that looks sharp on a website can still cause problems on a polo shirt, hi-vis jacket or printed mug. This guide to custom logo file formats explains what to send, why it matters and how to avoid artwork delays before your order reaches production.

The right file helps keep colours, edges and small details consistent across branded workwear, promotional merchandise and printed materials. The wrong file can result in a blurred print, simplified embroidery or extra artwork preparation charges. For a business ordering uniforms and promotional stock, getting this stage right saves time and keeps your branding consistent.

Why logo file format affects your order

A logo file is not just an image. Its format determines whether it can be enlarged, separated into print colours, converted for embroidery or applied cleanly to different products.

For example, a small JPEG copied from an email signature may appear acceptable on screen, but it does not contain enough image detail for a large rear print on a hoodie. Equally, a detailed full-colour logo may need adjustment before it can be embroidered at chest size on a fleece or polo shirt.

Your decoration method also changes what is required. Printed logos can reproduce fine detail and gradients more easily than embroidery. Embroidery uses thread, so very small text, thin lines and close colour changes may need to be simplified to produce a clear result. A suitable source file gives the production team more options and reduces avoidable revisions.

Guide to custom logo file formats: vector or raster?

Most logo artwork falls into one of two types: vector or raster. Knowing the difference is the most useful starting point when preparing artwork.

Vector files are best for logos

Vector artwork is made from points, lines and shapes rather than a fixed number of pixels. This means it can be enlarged or reduced without becoming blurry. It is normally the preferred format for business logos used across garments, signage, print and merchandise.

Common vector file formats include AI, EPS, PDF and SVG. Of these, an original AI or EPS file is usually ideal when available. A properly created PDF can also work well, provided it contains vector artwork rather than a low-resolution image placed inside a PDF document.

Vector files make it easier to reproduce solid colours accurately, adjust a logo to fit a specific print area and prepare artwork for embroidery digitising. They are particularly useful when you need the same logo on chest prints, rear prints, caps, mugs, water bottles and business print materials.

Raster files can work at the right quality

Raster files are made from pixels. JPEG, PNG, TIFF and PSD files are all raster formats. They can be suitable for printing, but only if supplied at sufficient resolution and at the correct physical size.

For a detailed printed design, use a high-resolution PNG, TIFF or PSD where possible. A PNG is often useful because it can have a transparent background, which prevents a white box appearing around the logo on coloured garments. JPEG files do not support transparency and can show compression marks around lettering or sharp edges.

As a general guide, aim for 300 dpi at the size the logo will be printed. If a rear print is required at 280 mm wide, the supplied image needs to be large enough for that finished width. Enlarging a small web image does not create extra detail - it simply enlarges the pixels.

What each common file type is for

There is no single format that suits every job, but some are more practical than others.

AI is an Adobe Illustrator working file and is one of the best options for a vector logo. Send it with linked images and fonts outlined where possible, particularly if the logo includes non-standard typefaces.

EPS is another standard vector format, widely used for logos. It is reliable for solid-colour artwork and can be opened by many professional design systems.

PDF is useful when it has been exported from vector artwork at print quality. It is worth checking that the logo remains sharp when zoomed in. A PDF made from a screenshot or small JPEG will still be low quality.

SVG is a web-friendly vector format. It can be useful for simple logos, although some production workflows may require conversion to AI, EPS or PDF before use.

PNG is normally the best raster option for a logo with a transparent background. It is suitable for print when it is large and high resolution.

JPEG is acceptable for photographic artwork or high-quality images at final print size, but is less suitable for logos with clean text and solid shapes. It is also not suitable where transparency is required.

DST, EMB and similar embroidery files are machine stitch files. They should not be treated as your master logo artwork. They may only be set up for one size, garment and machine type. Keep the original vector file as well as any embroidery file created for your order.

Preparing a logo for garment printing

Before sending artwork for T-shirts, sweatshirts, jackets or hi-vis workwear, check the intended logo position and approximate size. A left chest logo is often much smaller than a back print, so fine detail that works on the back may not remain readable on the chest.

For printed garments, provide the logo with a transparent background unless a coloured background is part of the intended design. Specify the logo colours clearly, especially where brand colours are important. A Pantone reference is useful for spot-colour work, while CMYK values can help with printed materials. Screen colours are usually shown in RGB and may not match a printed result exactly.

If the logo will be printed on dark garments, white may need to be used as a base layer beneath lighter colours. This is a normal production requirement, but it can affect the look of very fine details. Send the original artwork rather than trying to add your own outline or underbase unless it is part of the brand design.

Photographs, gradients and complex illustrations may suit some print methods better than others. The best approach depends on the garment, order quantity, print size and number of colours. A simple one-colour logo may be more economical for large uniform orders, while a full-colour design can be appropriate for events or promotional clothing.

Preparing a logo for embroidery

Embroidery is durable and professional for polos, fleeces, jackets, caps and workwear, but thread has physical limits. The logo must be converted into a stitch pattern through a process called digitising.

A clear vector file is the best starting point for embroidery digitising. It allows the logo to be redrawn accurately and helps the digitiser judge stitch direction, thread colour and the best way to handle small areas. Subprint Solutions can provide logo embroidery digitising where suitable artwork is supplied.

Small lettering is the most common issue. As a rule, text below around 5 mm high may not stitch clearly, depending on the font and fabric. Thin lines can disappear, while tightly packed details can fill in with thread. This does not mean the logo cannot be embroidered, but it may require a simplified version for smaller placements.

If your logo includes a strapline, consider whether it is needed on every garment. A main logo on the left chest may work better without the strapline, while the full version can be used on larger rear prints, signage or brochures. This keeps the brand recognisable without forcing unreadable detail into a small embroidered area.

Avoid these common artwork problems

The fastest way to keep an order moving is to send the best original file available, not a copy taken from a website, social media profile or Word document. Those versions are often compressed and unsuitable for production.

Avoid screenshots, mobile phone photos of printed logos, files pasted into email signatures and images downloaded from online directories. They may be useful as a visual reference, but they are not normally suitable as production artwork.

It also helps to avoid changing colours, stretching the logo or removing parts of it to fit an area without approval from the person responsible for your brand. If a logo needs adapting for embroidery or a small print position, retain the original proportions and agree a proof before production.

Where possible, send one folder containing the original logo file, any approved colour references and a clear note of the products and print positions required. For example: navy polo shirts with white left chest embroidery, plus black hoodies with a full-colour rear print. This gives the artwork and production teams the information needed to prepare the job correctly.

A practical file checklist before ordering

Before placing a custom clothing or merchandise order, check that you have the original vector logo if available, or a high-resolution PNG or PDF if not. Confirm whether the background should be transparent, note the required logo colours and identify the intended print or embroidery positions.

Also check whether the artwork includes small text, fine lines or gradients that may need review. The earlier this is identified, the easier it is to choose the right decoration method and avoid holding up an order that is needed for new starters, a site rollout or an upcoming event.

A well-prepared logo file is a practical part of procurement, not a design extra. Send the strongest artwork you have, explain where it needs to appear and allow time for a proof where the decoration needs adapting. That gives every branded item the best chance of looking consistent from the first garment to the final promotional product.