Live A Beautifully Branded Equestrian Lifestyle™

The Art of Converting Logo Files to Stitch Files

If you are interested in working with SP RHODES to put your equestrian logo on horse and rider wear, it is important to understand the process behind converting your logo from a .jpg file (or other artwork file) to a .DST file (an embroidery machine file).  Equestrian embroidery can be complex because we are using your logo on multiple products in different sizes; all of which need to have a durable and attractive result. 

Below we will answer some common questions associated with creating equestrian embroidery files;

    1. What is a .DST file and why do I need to have one made from my logo?
    2. Why do I need to pay for an embroidery file?
    3. Why are there different packages I can choose from? Can you not simply increase or decrease the size of one file to suit all horse and rider wear?
    4. Why are the embroidery outcomes at SP RHODES better than alternatives?
    5. How much is it to have my file converted and what do I get with each package?

1. How is an embroidery file (.DST file) different than a .jpg file?

Whether you bring an existing equestrian logo to SP RHODES or you have an equestrian logo created with SP RHODES, the logo files you receive will not work on a commercial embroidery machine unless they are re-created in stitch format.

The reason lies in the information the file contains. Artwork files contain pictures, vector lines and information using pixels to interpret artwork. Embroidery machines need entirely different information. Embroidery machines use a specific computer language interpret where stitches should go, how thick the stitches should be, where the colors should change and so on. 

All the operating instructions the machine needs from start to finish are included in a .DST embroidery file. The color changes when to leave sections blank, even down to which color and position to start stitching from.

Hover over the below image to see the difference between an artwork file and stitch file. 

SP RHODES Logo Design File SP RHODES Stitch File

2. Why do I need to pay for an embroidery file?

There are two ways companies create stitch files of your equestrian logo design; 1. The fast way that results in a mediocre result; and, 2. the time consuming way whereby the deisgn is created manually by hand.

Your logo file here at SP RHODES will be hand-digitized. We re-create your logo in a stitch format as if we were drawing it from scratch. This method gives us full control over the number of stitches, the quality and type of stitches, the density of stitches, the direction of stitches, the underlay stitch architecture and whether or not we add additional layers of stitching to give your design perspective.

It takes a significant amount of time to create a stitch file from your logo. The below video shows the number of stitches required to produce a quality embroidery result. This logo for PIF Eventing was designed by our team and was hand-converted into a stitch file.  

A quality .DST embroidery file is an investment in your equestrian brand. The effort put forth into a correct and meticulous embroidery design takes time and skill. When you pay for an embroidery package, it is the insurance you need to ensure a great outcome.  


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  • One-on-one design consultant and illustrator
  • Presented in hand-illustrated format
  • Priority service: 4-6 weeks
  • Custom color palette
  • Design is based on a comprehensive questionnaire
  • Competition is researched so we can strategically position your new brand
  • Up to Three concepts provided based on your questionnaire answers
  • Up to six revisions to your selected concept
  • Files are prepared in multiple color options and composition variations (stacked, horizontal)


  • Assigned to designated illustrator
  • Designs are presented in digital format
  • Custom colour palette
  • Timeline: 8-10 weeks
  • Design is based on a comprehensive questionnaire and the process is collaborative
  • Up to Two concepts provided based on your questionnaire answers
  • Up to four revisions to your selected concept
  • Files are provided in the colors of the version you select
  • All design files (.jpg, .png, .eps. .ai. .pdf, .ai)s

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