Technical Details
In this section, we delve into the intricacies of the various file types utilised throughout the guide, providing clarity on their specific applications and characteristics. Additionally, we'll explore the distinct colourspaces, shedding light on their unique attributes and relevance in design. This knowledge is pivotal in ensuring consistency, accuracy, and optimal representation across different mediums and platforms.
File Types
The files provided with this guide generally fall into two types: raster and vector files. While both can be used for most applications, typically one is more suited, depending on the usage intent.
Raster Files
Definition: Raster images are made up of a pixel grid. Each pixel holds colour information, and together, they form the image.
Resolution: Raster files have a fixed resolution. Enlarging them beyond their original size can lead to a loss in quality, resulting in a pixelated appearance.
Usage: While our brand logos, are available in raster format, it's preferred that you use vector files where possible. Photographs are inherently raster.
Printing: For print purposes, ensure the raster file has a minimum of 150 DPI (dots per inch) to maintain a reasonable print quality.
Extensions: Common raster file extensions include .jpg, .png, .gif, and .psd. They are user-friendly and compatible with most software.
Vector Files
Definition: Vector graphics are constructed using mathematical formulas that define paths between anchor points. This mathematical foundation allows them to be resized without any loss of quality.
Resolution: Unlike raster images, vectors can be scaled indefinitely without loss of resolution.
Usage: Brand logos, illustrations, icons, and simple graphic elements are often crafted as vector files.
Limitations: The strength of vector files can also be a limitation. Complex designs, gradients, and photos can inflate the file size, making raster formats more efficient for such content.
Printing: Vectors are the go-to for print materials, especially when high-resolution graphics are required. If someone requests a high-res logo, provide them with a vector file.
Extensions: Typical vector extensions are .ai, .eps, and .svg. Specialised software may be needed to access these files.
Colour Spaces
Colourspaces are systems that represent the range of colours in terms of numerical values. Different colourspaces are used for various purposes, especially in the realms of digital and print media. The two of the most common colourspaces are RGB and CMYK, and they are both used throughout these guidelines.
RGB (Digital):
Explanation: RGB is an additive colour model. It starts with black (absence of colour) and colours are produced by adding light of the three primary colours: Red, Green, and Blue. When combined at full intensity, they produce white.
Usage: Predominantly used for electronic displays, including computer monitors, television screens, and digital cameras. It offers a wide range of colours suitable for these screens, making it ideal for websites, videos, and digital art.
Limitations: Not suitable for print media, as colours on screen might not reproduce accurately on paper.
CMYK (Print):
Explanation: CMYK is a subtractive colour model. It starts with white (presence of all colours), and colours are produced by subtracting light using inks or dyes. The combination of full Cyan, Magenta, and Yellow produces a dark brown, so a separate Key (Black) component is used to achieve a true black.
Usage: Primarily used for colour printing as it provides accurate colour reproduction in print media, making it ideal for magazines, brochures, and other printed materials.
Limitations: Has a narrower colour range compared to RGB, so some colours visible on screens might not be accurately reproduced in print.