Artwork Guidelines
Getting your artwork right from the start avoids delays and ensures your branding looks exactly as intended on the finished product. This guide covers everything you need to know about file formats, colour systems, and how to send us your artwork — from Zest Promotional, Manchester-based promotional merchandise specialists with 14 years of trading experience and a team with over 30 years of combined industry expertise.
Not sure about any of it? Don't worry — our in-house design team is here to help. Just get in touch and we'll guide you through it.
Sending Artwork
You can send artwork directly to your account manager by email, or use a file sharing service for larger files. We accept files via WeTransfer, Dropbox, Google Drive, and similar platforms.
If you don't have a dedicated account manager yet, send your files to sales@zestpromotional.com and we'll pick it up from there.
Small Files
Send directly by email to your account manager or to sales@zestpromotional.com.
Large Files
Use WeTransfer, Dropbox, or Google Drive and share the link with your account manager.
Not Sure?
Just send what you have. Our design team will let you know if we need anything different or higher resolution.
File Types
We accept most raster and vector formats, but the type of file makes a real difference to print quality. Where possible, always supply a vector file — it gives us the most flexibility across different products and branding methods.
If you only have a raster file such as a JPG, send it anyway and we'll let you know if it's suitable for the product and print method you've chosen.
Vector Files
Vector files use mathematical paths rather than pixels, so they can be scaled to any size without losing quality.
- .PDF — Portable Document Format. Universally compatible, fonts and images embedded.
- .AI — Adobe Illustrator file. Ideal if you have it.
- .EPS — Encapsulated PostScript. Widely supported across all our suppliers.
Raster Files
Raster files are pixel-based and can work well at high resolution, but cannot be scaled up without losing quality.
- .JPG / .JPEG — Acceptable at high resolution (300dpi+). Avoid heavily compressed files.
- .PNG — Useful where transparency is needed.
- .TIF / .TIFF — High quality raster format, good for detailed images.
Raster vs Vector — What's the Difference?
This is the most common artwork question we get asked. Here's a straightforward explanation of the difference and why it matters for branded merchandise.
Raster — pixelates when enlarged
Vector — sharp at any size
Raster Images
Raster images are made up of a grid of tiny squares called pixels. The more pixels, the higher the resolution. When you scale a raster image up beyond its original size, those pixels become visible as blurring or jagged edges.
Common raster files: JPG, PNG, TIF, BMP. Most photos are raster images.
Vector Images
Vector images are built from mathematical paths — lines, curves and shapes — rather than pixels. This means they can be scaled to any size, from a pen clip to a billboard, without any loss of quality.
Common vector files: AI, EPS, PDF, SVG. Logos are ideally supplied as vectors.
Colour Systems
Colour looks different depending on how it's being produced — on screen, in print, or on a physical product. Understanding the three main colour systems helps ensure your branding is as consistent as possible across everything you produce.
RGB
Red, Green, Blue. Used for screens and digital displays. RGB can produce a very wide range of colours by combining light. It is not suitable for print — files intended for printing should be converted to CMYK or Pantone before supplying artwork.
CMYK
Cyan, Magenta, Yellow, Black. The standard for full-colour print. CMYK mixes inks to reproduce colour, which means some very bright RGB colours cannot be exactly replicated. If your artwork is RGB, colours may shift slightly when converted — this is normal for full-colour printing.
Pantone (Spot Colour)
Pantone is a standardised colour matching system that uses specific pre-mixed inks. Where a product supports Pantone matching, supplying a PMS code gives the closest possible match to your brand colours. See our Pantone Colour Chart for reference.
RGB
CMYK
Pantone (Spot Colour)
Frequently Asked Questions
What file format should I send for my logo?
A vector file — AI, EPS, or PDF — is always the preferred format. Vector files can be scaled to any size without losing quality, which is essential when the same logo needs to be applied to products of different sizes. If you only have a JPG or PNG, send it anyway and our team will check whether it's suitable for your chosen product and branding method.
I only have my logo as a JPG from our website. Will that work?
It depends on the resolution and the branding method. A small, low-resolution JPG saved for web use is unlikely to be print-ready. However, a high-resolution JPG (300dpi or above at the intended print size) can work for some methods such as digital printing. Send us what you have and our in-house design team at Zest Promotional will assess it and advise — we'll never go to production with artwork that won't produce a good result.
Can you create or redraw my logo if I don't have the original files?
Yes. Our in-house design team can redraw your logo as a vector file from a raster original. This is a common request and part of the artwork support service we offer. There may be a small charge depending on the complexity of the artwork — ask your account manager for details.
What's the difference between RGB and CMYK?
RGB (Red, Green, Blue) is the colour system used by screens and digital displays. CMYK (Cyan, Magenta, Yellow, Black) is the standard for print. If your artwork is saved in RGB, colours may shift slightly when converted to CMYK for printing — particularly very bright or vivid colours, which can appear slightly duller in print. Supplying artwork in CMYK avoids this. If you use Pantone colours for your branding, these can be specified separately for the most accurate colour matching.
What is a Pantone colour and do I need one?
Pantone is a standardised colour matching system widely used in branding. Each colour has a unique PMS (Pantone Matching System) number, which means the same colour can be reliably reproduced across different products and suppliers. If your brand has defined Pantone colours, supplying the PMS codes alongside your artwork helps ensure consistency. Not all products support exact Pantone matching — see our Pantone Colour Chart for more detail.
Does my artwork need to be a specific size?
For vector files, size doesn't matter — they scale perfectly. For raster files, the artwork should be at least 300dpi at the actual print size. So if your logo will be printed at 5cm wide, the file needs to be 300dpi at 5cm — not just 300dpi at a smaller size scaled up. If you're unsure, send the file and we'll check it.
Can you produce a visual of how my branding will look on the product before I order?
Yes. As standard, we produce digital product visuals showing your artwork applied to the product before any order is confirmed. This lets you check positioning, size, and colour before committing. For larger orders, we can also arrange a pre-production sample — a physically branded product for your approval before the full run begins.
Not sure about your artwork?
Send us what you have and our in-house design team will check it and advise. We're happy to help before you place an order.
Get in Touch