What if I don't know my Pantone numbers when I order?

First, a quick note on wording. PMS and Pantone mean the same thing. PMS stands for Pantone Matching System, a standard set of numbered ink colors. So if someone asks for your "PMS colors," they want the Pantone numbers for your logo.

Why PMS numbers matter

A PMS number gives the decorator an exact target. Your screen, your printer and a thread spool can all show the same blue a little differently. A number removes the guesswork. That is why the numbers are useful, but you do not need them to get started.

What happens when you don't have them

Send your logo anyway. When you order, you are asked to upload artwork and choose PMS colors. If you leave that blank, the design team picks the closest Pantone matches to the colors in your file. They list those numbers on your digital proof, next to the product, imprint size, placement and imprint method.

The proof is free. Revisions are unlimited and free too. If a color looks too dark, too bright or just off, say so and ask for a change. Nothing goes to production until you approve the proof.

Ways to find your colors yourself

If you want to check before you order, try these:

• Ask the person who made the logo. A designer or agency often has the original file with the numbers noted.
• Open a vector file. If you have an AI, EPS, SVG or PDF file, a designer can read the exact colors from it.
• Look at past printed items. Old business cards, signs or uniforms may have a Pantone number printed in a corner or on the spec sheet.
• Use a physical swatch book. A printer or sign shop can hold a Pantone swatch book up to your item and find the nearest match.

What to send if you have no brand guide

You do not need a formal guide. Send the best file you have. Vector files (AI, EPS, SVG, PDF) are preferred. A high-resolution PNG with a transparent background, or a PSD, TIFF or JPG at 300 DPI or more, also works. Even a photo of a business card or a sketch is acceptable, and the design team redraws or vectorizes logos for free.

Add a short note about anything that must be exact, such as "the red must match our storefront sign."

Mistakes to avoid

• Guessing a number. A wrong Pantone number gives you a wrong color with total confidence. Leave it blank instead.
• Matching from a screen. Monitors vary a lot. Do not judge ink or thread color from a phone photo alone.
• Skipping the proof check. The final product can differ slightly from the proof because of the material, the imprint method and screen colors. Look closely at the listed colors before you approve, because approved proofs are the basis for production.
• Expecting every method to match the same way. Screen print is limited to 6 spot colors and pad print to 4. Embroidery uses thread colors, which are matched to the nearest available thread.

If color accuracy is critical, such as for a brand launch, ask for a pre-production sample so you can see the real color on the real item.