WSA’s Handy Guide to Supplying Images for Artwork

These days we’re often asked about the best way to supply our lovely studio team with your logos and images to be included in your design work so we have put together this handy guide which will help you get the best results possible for your finished print design…


We would always advise against using any graphics, logos or clipart images which you have downloaded from the web, or photos saved from a web page, not least because of issues with copyright which is a different matter entirely, but screen-grabs or pictures cut and pasted direct from web pages that look fine on screen can look very poor when printed and should be avoided. This is particularly important if we are setting up a poster, banner artwork or any item where you want to blow up a graphic or picture so that it prints out at a large size. The more you enlarge a graphic, the worse it’s going to look when it’s printed.

The images below show an image at 72dpi (the standard resolution for websites) and at 300dpi (standard print resolution) and shows the difference in quality you could expect in your finished product if we were to use images taken directly from your website. Therefore it is essential to supply WSA with high resolution images where possible.

Comparison of a 300dpi and 72dpi image.


The ideal way to supply your logo to us is in a vector format which means we can scale it up or down without any loss of quality resulting in your logo always appearing as crisp as possible.
These files can be in a number of formats, .EPS (Encapsulated Postscript) .AI (Adobe Illustrator) or .SVG (Scalable Vector Graphic)

A vector file should have been provided by the company/person who designed your logo originally and this would be the ideal file to send to us to use in your design work – the reasons are illustrated below when compared to logo’s provided as pixel based artwork (jpgs/tifs).

Zoomed comparison of a vector image versus a bitmap.

Once we have your images in the correct format then you can sit back and relax while the studio team work their magic and produce a stunning design, safe in the knowledge that the finished product will reproduce well whether it’s going in the local newspaper or a high end glossy magazine.


Finally here’s the definitive list of file types accepted by the WSA Studio:


AI: Adobe Illustrator
WSA’s preferred file type for vector artwork such as logos.
AI files are vector files used by designers and commercial printers to generate files of different file formats and sizes. AI files can only be opened using Adobe Illustrator and may be created in layers.

EPS: Encapsulated Postscript
WSA’s alternative file type for vector artwork.
EPS files are most commonly used by designers to transfer an image or artwork, generally a vector file into another application. Vector-based EPS files are scalable to any size. EPS files can be opened using Adobe Illustrator and Adobe Photoshop.

SVG: Scalable Vector Graphics
A versatile XML-based vector image format which like EPS and AI files can be scaled without loss of quality.


TIF: Tagged Image File Format
WSA’s preferred file type for images.
The TIF/TIFF file format is most commonly used for storing images, photography, or art. TIF files are most commonly used in professional environments and commercial printing. The TIF format is the most widely supported format across all platforms. It is the standard format for high quality images. Though large in size, TIF formats are considered to be the most reliable format for high quality images.

JPG: Joint Photographic Experts Group
WSA’s alternative file type for images.
A JPG file is a compressed image file that does not support a transparent background. The level of compression in JPG files can vary in resolution with high quality for desktop printing, medium quality for web viewing and low quality for email. When compressed repeatedly the overall quality of a JPG image is reduced

GIF: Graphics Interchange Format
For web use only – this file type is unsuitable for good reproduction in print.
GIF files are low resolution files most commonly used for web and email purposes. Almost all browsers can support the use of GIF files, which use a compression scheme to keep the file size small. GIF files can be created with a transparent background.

PNG: Portable Network Graphics
For web use only – this file type is unsuitable for good reproduction in print.
The PNG file format is most commonly used for use online and on websites due to their low resolution. PNG files are bitmap images that employ lossless data compression, and like GIF files, PNG files can be created with a transparent background.

PDF: Portable Document Format
Embedded file – WSA may be unable to extract/change elements within in this format.
A PDF is a universal file format that preserves/embeds the fonts, images, layout and graphics of any source document, regardless of the application used to create it. PDF files can be shared, viewed and printed by anyone with the free Adobe Reader software.

As a final point to note the WSA Studio is unable to extract any images supplied to us in Microsoft Software, such as Word, Paint & Powerpoint etc…