You have a shiny new logo — and then you are handed a folder full of files with confusing extensions. PNG, JPG, SVG, EPS, PDF, AI. Which one do you send to the printer? Which goes on your website? This plain-English guide to logo file formats clears up the confusion so you always use the right one.
The big divide: raster vs vector
First, the one idea that explains everything: logo files come in two families. Raster files (like PNG and JPG) are made of pixels, so they have a fixed size and blur or pixelate if enlarged too far. Vector files (like SVG, EPS and AI) are made of mathematical lines, so they can scale to any size — from a business card to a billboard — without losing a shred of quality. Knowing which family a file belongs to tells you most of what you need.
PNG
PNG is the everyday web workhorse. It supports transparent backgrounds, so your logo sits cleanly on any colour. Use PNG for websites, social media, presentations and email signatures. Just remember it is raster, so always keep a high-resolution version and avoid stretching it larger than its native size.
JPG
JPG is best for photographs, not logos, because it cannot do transparent backgrounds and compresses in a way that can blur fine edges. It is fine when you need a simple logo image on a solid background — for example, in a document — but PNG or vector is usually the better choice for a logo.
SVG
SVG is the modern web vector format, and it is excellent for logos online. Because it is vector, it stays razor-sharp at any size and on any screen, and it loads efficiently. If your website developer asks for your logo, an SVG is often ideal. A well-prepared logo from a professional logo design studio should always include one.
EPS and AI
EPS and AI are the professional vector formats your printer and designers will want. They are the editable source files of your logo. You may never open them yourself, but you should always own them — they let any designer resize, recolour or adapt your logo perfectly for large-format print, signage, embroidery and packaging.
PDF is a flexible, widely compatible format that can hold vector artwork. It is handy for sharing your logo with printers and partners who may not have design software, while preserving quality. A vector PDF is a safe, universal way to pass your logo along.
A quick cheat sheet
- Website / social: PNG or SVG.
- Print / signage / packaging: EPS, AI or vector PDF.
- Documents: PNG, or a PDF.
- Master / editable source: AI or EPS — keep these safe.
Why you must own the vector files
The single most important point: make sure you receive and own the editable vector files of your logo. Without them, you are stuck every time you need your logo for something new, and you may have to pay to recreate it. If a designer only gives you a PNG, ask for the source files.
Organising and storing your logo files
Receiving the right files is only half the battle — keeping them safe and organised is the other. Store your complete logo pack somewhere reliable and backed up, not just on one laptop that could fail. It helps to keep a clearly labelled folder with sub-folders for web files, print files and source files, so the right version is easy to find when you or a printer need it. Share the appropriate format with whoever needs it — a PNG for a social manager, vector files for a printer — rather than sending whatever is closest to hand. A little organisation now saves a lot of frantic searching later, and ensures your logo always appears at its best wherever it is used.
And if you are ever unsure which file to send, just ask. A good designer would much rather answer a quick question than have your logo printed blurry or stretched on an important piece. There is no such thing as a silly question here — using the right file is what keeps your brand looking sharp, and a moment of checking can save an expensive reprint.
Once you understand these formats, the confusing folder becomes a simple toolkit — the right file for every job. If you are not sure your current logo files are complete, we are happy to take a look and make sure you have everything you need.
