Guide / Artwork & design / Chapter 5.5
Fonts, logos and image resolution.
A logo that looks crisp on your website can print blurry on a box. Here's how to supply logos, fonts and images that print sharply on packaging.
The short answer
Supply your logo as a vector file: .AI, .EPS or a high-resolution vector PDF, so it stays sharp at any size. Outline your fonts and embed any images. Use original, high-resolution images, not screenshots or images saved from a website. We can't print from JPEG or PNG files, but our studio can check them and quote to convert them to a print-ready vector file. See our artwork requirements.
Logos: why vector matters
A vector logo is drawn with points and curves, so it can be printed on a small sticker or across a large carton and stay just as sharp. A pixel-based logo, such as a JPEG or a PNG saved from your website, is made of tiny squares. Enlarge it and the edges go soft or jagged.
Most logos were created as vector files by whoever designed them. Before you do anything else, ask your designer or check your original brand files.
- Print-ready: .AI, .EPS or a high-resolution vector PDF, with fonts outlined.
- Not print-ready: JPEG, PNG, screenshots and logos copied from social media. Send them to our studio to check and quote for conversion.
- Watch out: a PDF isn't automatically vector. If it was exported from a photo or screenshot, it still contains pixels.
Fonts
If your artwork uses a font that isn't installed on the computer opening the file, the text can switch to a different font. To avoid that, convert all text to outlines (also called curves) before sending. Keep a copy of your file with live text for future edits.
Keep small text legible. Fine, thin fonts can fill in or break up when printed on textured board like kraft, so choose a clear font for small details such as web addresses.
Will my file print sharply?
A quick guide to common files.
| File | Good for | Watch out for |
|---|---|---|
| AI, EPS, vector PDF | Print-ready logos, text and line art at any size | Fonts must be outlined and images embedded |
| Photos placed in your vector file | Detailed images | Must be large enough for the printed size. Ask our studio for the resolution needed |
| JPEG or PNG | Not print-ready | Our studio can check and quote to convert |
| Screenshot or website image | Not recommended | Usually too small to print sharply |
Printing on kraft and dark board
Detail behaves differently depending on the board. Kraft board has a natural texture and colour, so very fine lines and small text may soften. On black and kraft brown boxes, white ink screen printing is available, and bold, simple designs show up best.
What it means for you
The same question, answered for where your business is today.
Choose your stage at the top of the page to open the advice for you.
Start-up · under 100 units
Find your original logo files now, even before you order printing. It saves time later, and every printed item will look sharper.
If you only have a JPEG or PNG, send it to our studio and we'll check it and quote to convert it.
Growing · 100 to 2,499 units
Create a simple brand pack: your logo as vector files in one colour, white and full colour, plus your brand colours and fonts. Use it for every packaging job.
Try this: keep a one-colour version of your logo for screen and flexo printing.
Enterprise · 2,500 units and more
Store master brand files centrally with your packaging specification, so every supplier and designer works from the same versions.
Check that small regulatory or product text stays legible at the printed size.
Common mistakes
- 1Using a logo from your website. Web images are small and compressed, so they print soft or pixelated.
- 2Fonts not outlined. Text can change to a different font when the file is opened.
- 3Very fine detail on kraft. Thin lines and tiny text can soften on textured board. Keep details bold.
- 4Scaling up small images. Enlarging an image doesn't add detail. Start with the largest original.
Logo and resolution questions
What logo file should I send for printing?
Can I send a JPEG logo?
What does outlining fonts mean?
Why does my logo look blurry on the proof?
Can you print white on black boxes?
Keep reading
Put your logo on it
Not sure your logo file will work?
Send it to us. Our team will check it and email a digital proof, typically within 1 business day of receiving your artwork.