Preparing Logo Files Properly

Vector vs. pixel — the most important difference

Vector graphics are made of mathematical paths. You can scale them up infinitely without quality loss. Typical formats: AI, EPS, SVG, PDF (provided it really is vector-based).

Pixel graphics (raster) are made of a fixed number of image points. Enlarge them, and the points become visible — the image looks pixelated. Typical formats: PNG, JPG, TIFF.

For textile printing, ideally you need a vector file. For photo motifs, high-resolution pixel graphics also work — more on that below.

The most important file formats explained

• AI (Adobe Illustrator) — native vector format, perfect for print. Ideal if your designer works with Illustrator.
• EPS — universal vector format, compatible with almost any program. Very common in print.
• SVG — vector format for the web, also works for print. Ideal if the logo is already on the website.
• PDF — can contain vector or pixel. Print-ready when the logo is included as vector.
• PNG — pixel format with transparent background. Works for digital print/DTF when the resolution is right.
• JPG — pixel format, always with a background. Possible at a pinch, but rarely ideal — usually too small, always with white underground.

Minimum resolution — 300 dpi at print size

If you send pixel graphics, we need at least 300 dpi at the eventual print size. That means:

• Print 30 cm wide (typical chest logo): at least 3,500 pixels wide
• Print 10 cm wide (small chest logo): at least 1,200 pixels wide
• Back print 35 cm: at least 4,100 pixels wide

Never upscale small logos after the fact — that does not make them sharper, only bigger and blurrier. Better to find a higher-quality source or have the logo recreated / vectorised.

CMYK vs. RGB — the right colour mode

Screens work in RGB (red, green, blue). Printing presses work in CMYK (cyan, magenta, yellow, key/black) or with spot colours (Pantone).

Practical rule:

• For digital print and DTF: RGB is fine, we convert internally.
• For screen print: supply Pantone colours if brand colours need to match exactly (e.g. corporate-identity logos).
• General format: better RGB-vivid (lively) than already converted to CMYK (sometimes flatter).

If you work with brand guidelines — for example, as a company with defined corporate design — share your Pantone values. Our embroidery likewise works with Pantone/Madeira thread references.

Pantone — when do you need it?

Pantone is a colour system that defines exact shades across all materials. Important when:

• Your company logo has a defined brand red/blue
• The kit needs to match sponsor colours
• Consistent results are required across different print suppliers

Example: "Pantone 186 C" is a specific red shade. Anyone supplying that gets practically identical colour in screen print — whether at us or another printer.

Convert fonts to outlines

Classic pitfall: your logo contains fonts that are not installed on our system. Solution: convert fonts to paths (outlines) before saving. In Adobe Illustrator: select text → type → convert to outlines. In Affinity Designer: text → convert to curves.

Advantage: the file looks the same everywhere — regardless of the software we use. Disadvantage: you can no longer edit the text afterwards. Therefore always keep an original file with live text.

Background — transparent, white or coloured?

For print always transparent background or pure white without shadows. JPG files technically never have transparency — if your logo arrives on a white JPG, we have to mask it. With logos that have soft shadows or fine outlines this can be laborious.

Tip: Supply PNG with a transparent background, or even better a vector format.

Service note — we vectorise free of charge

If your logo file does not fit — no problem. In most cases we vectorise your logo at ShirtStore free of charge, provided there is a clear original. Complex vectorisations (halftones, photoreal logos) we charge with moderate effort. Just send us the best you have — we will reply with an assessment. More on our service on the business clients page.

Size recommendations per print position