WMed Logo file types and when to use what

EPS logo files should be used for materials that will be printed, including paper-printed items (e.g., brochures, posters, business cards), branding pieces (e.g., vinyl banners, signage), swag (e.g., shirts, pens, bags, mugs), and printed advertising (e.g., magazine or newsprint and billboards).

Here is a breakdown of when to use each color version:

CMYK version (also known as 4-Color, full-color, 4C, positive)

This is the preferred logo and should be used the majority of the time. It should be used for pieces that use full-color printing (e.g., brochures, advertising, collateral, etc.) The logo is considered a positive logo and should be used on white or light backgrounds.

Black version (positive)

These logos should be used when printing in grayscale (black and white materials). The logo is considered a positive logo and should be used on white or light backgrounds.

White version (also known as a reversed logo)

The white, or reversed, logo should be used on dark backgrounds, such as WMed brown. This version should be used any time the positive logos are illegible on any material. Therefore, it may be used on printed pieces, advertising, swag, etc.

PMS versions (spot color printing, positive)

PMS4625 – PMS7562 - Brown & Gold (For two-color printing)

PMS logo versions are only meant to be used for professional, spot color printing with Pantone ink (i.e., one-color printing or two-color printing). That means those are the only colors being printed on the materials. Examples of use would be for professionally-printed letterhead, business cards, swag, etc. We recommend only using PMS values when the printer is specifically requesting them (meaning they are printing in Pantone). More often than not, printers will use CMYK. Pantone printing is done with specific inks and therefore do not show up accurately on screen (digitally) or printed on a full-color (CMYK) printer. These logos should be used on white or light backgrounds.

PNG Files: For Web

PNGs are also a raster image type. Because raster images are constructed using a fixed number of colored pixels, they can't be dramatically resized without compromising their resolution.

PNG logos maintain transparency so they can be placed on different color backgrounds. They should not be used on professionally-printed materials. 

RGB

RGB Small (72 dpi): Use for full-color web projects

Black-Gray Small (72 dpi): Use for grayscale web projects

White Small (72 dpi): Use for web projects with dark backgrounds

JPEG: For Microsoft Programs

JPEGs are also raster image type. Because raster images are constructed using a fixed number of colored pixels, they can't be dramatically resized without compromising their resolution.

JPEG logos are ideal for use in such programs such as Microsoft Word, PowerPoint and other common software programs. They should not be used on professionally-printed materials.

JPEGs cannot have a transparent background so each of these logo versions have a white background and should only be used on white backgrounds.

Here is a breakdown of when to use each color version:

RGB Large (300 dpi): Use for full-color printing (e.g., Microsoft Word)

RGB Small (72 dpi): Use for full-color viewing on digital materials (e.g., Powerpoint)

Black Large (300 dpi): Use for grayscale printing (e.g., Microsoft Word)

Black Small (72 dpi): Use for grayscale viewing on digital materials (e.g., Powerpoint)



Contact the Office of Communications to request the appropriate logo for your project!