One of the most common causes of delays in branded product orders is incorrect or low-quality artwork files. Knowing what file formats work — and which don’t — can save you a week or more on your order. Here’s a plain-English guide for NZ businesses ordering branded merchandise.
What File Format Is Best for Branded Promotional Products?
The ideal file for most branding methods is a vector file. Vector files scale to any size without losing quality because they’re built from mathematical paths rather than pixels. The most common vector formats are:
- AI (Adobe Illustrator) — the industry standard, preferred by most print suppliers
- EPS — widely accepted and compatible with most print systems
- PDF (vector PDF) — acceptable if saved from a vector application with fonts outlined
- SVG — increasingly accepted, especially for digital workflows
If your logo was designed by a graphic designer, ask them for the original AI or EPS source file — they should have it.
Can I Use a JPG or PNG File for Branded Products?
Sometimes — but it depends on the branding method:
- Pad print / screen print / embroidery: A JPG or PNG is usually not sufficient. These methods require clean vector artwork for accurate colour separation and scaling.
- Digital print (DigiFlex, Colourflex, direct digital): High-resolution PNG or JPG files at 300dpi or higher may be acceptable for full-colour digital methods.
- Laser engraving: A high-contrast PNG or vector file is required. Gradients and photographs don’t engrave well.
Rule of thumb: if your PNG looks sharp when you zoom in to 300%, it might work. If it gets pixelated or blurry, it won’t print cleanly.
What Resolution Does My Logo File Need to Be?
For raster files (JPG, PNG, TIFF):
- Minimum 300dpi at the actual intended print size
- A logo saved at screen resolution (72–96dpi) will almost certainly need to be redrawn as a vector
- Enlarging a low-resolution file increases the pixel count but not the quality
For vector files (AI, EPS, PDF): resolution is not a concern — vector art is infinitely scalable.
What File Format Does WPC Prefer?
WPC prefers vector files — AI or EPS — with fonts converted to outlines (so there’s no font substitution risk). This ensures your logo prints exactly as intended. If you have a PDF, send it and we’ll check whether it’s truly vector or a rasterised PDF.
What If I Only Have a Low-Quality Logo?
WPC can help. If your logo only exists as a small JPG, a social media screenshot, or a low-res image, our team can arrange redrawing it as a vector file. This is a one-time artwork cost and you’ll receive a proper logo file for future use across all print and branding applications — not just your current order. Contact us to discuss your artwork.
Do I Need a Separate File for Each Colour?
No — send your full-colour logo file and specify which colours to use. For screen print, colours are separated during artwork preparation. For embroidery, our team converts your logo to a stitch file (called digitising). For digital print, the full-colour file is used directly. If you know your Pantone colour codes, include them — it speeds up colour matching.
What About Pantone Colours for Branded Products?
If brand colour accuracy matters, specify your Pantone (PMS) colour codes when placing your order. This is especially important for pad print and screen print, where specific ink colours can be matched to your brand standards. If you don’t know your Pantone codes, your designer should have them — or WPC can help identify the closest match.
Ready to Start Your Branded Order?
Send your logo file — even if you’re unsure whether it’s the right format — and WPC’s team will advise on what’s usable and what’s needed. Get in touch here to request a quote and artwork review.
Also read: How long do branded products take in NZ? and Embroidery vs screen print vs digital print: NZ guide.
