Web Image and Document File Naming and Optimization Standards

Standard Template


General Rules:

  • All characters are lowercase.
  • File names are kept under 48 characters.
  • Words are separated by hyphens (dashes).
    • NO underscores
    • NO spaces
    • NO other characters
    • ONLY hyphens
  • The file name and file extension are separated by a period (dot).
  • Avoid using stop words (e.g. “a”, “and”, “the”, “is”, “in”, “are”, etc.)
  • Never use special characters (e.g. ?, %, #, /, ( ), [ ],: , ‘ )
  • Never include document version dates, notations, or copy numbers (e.g. V3, FINAL, 4-13-edits, [3]). Dates that add relevant context to image content (e.g. when the image was taken) are okay. When in doubt, leave it out.

Individual Name Segment Rules:


  • Required for product and service-oriented assets
  • Optional for images or assets not directly attributable to Redwire
  • Use the colloquial name (e.g. redwire)


Most critical part of file name for both human reference and SEO

  • Use standard or official names/terms for assets related to products, services, business units, focus areas
    • Use full product/service name OR acronym, whichever fits within the 48 character limit
    • Prefer full name over acronym
    • Do not use both name and acronym
  • For images, use phrases that describe key elements of the image subject matter


  • Required for flysheets, presentations, infographics, letterheads, banners, etc.
  • DO NOT use dates or numbers that relate to the file itself (e.g. version numbers or creation dates)
  • Okay to use dates when the content of the asset itself is time-oriented (e.g. space-symposium-2022, current-product-list-march-2022)
  • Okay to use dates when photos were taken if relevant.
  • Okay to use sequence numbers for images.


  • Use the standard file extension for the file type


Collateral Documents


Website/Blog Images

Single images:


Single image with file context excluded:


If part of a sequence or will appear in a gallery:


Image Optimization

Images should generally be less than or equal to 2400 pixels on their longest side for web use. If you need to upload very high resolution images, it’s best to still keep them under 6000 pixels on their longest side (equivalent to 24 megapixels).

How to resize images using Windows, Mac, and Online ↗

PNG and JPEG images should always be properly compressed before uploading to any website. TinyPNG.com offers a fast way to compress images using a simple drag-and-drop interface:

Use TinyPNG to compress PNG and JPEG images before uploading ↗