🗂️ PNG, SVG, JPG, OMG! logo file formats 101

You’ve spent so much time, energy, and resources crafting the perfect logo — the visual heartbeat of your brand. But here’s the thing: once the design is finalised, the real work begins. Do you have the right file formats to ensure your logo looks flawless across every platform — be it digital or print — without hitting roadblocks?

This guide breaks it all down: what each file format is for, their pros and cons, and why they matter. By the end, you’ll know exactly what to ask your designer for, so your logo is ready to shine anywhere your business takes it.

When you’re working with a designer, understanding the deliverables is key. The file formats they provide dictate how flexible and future-proof your brand assets will be. Whether it’s for social media, print, or your website, this guide has you covered.

Why do file formats matter?

Your logo is more than an image — it’s a tool for communication. To maximise its versatility, you need it in formats suitable for various mediums, such as:

Digital platforms (websites, social media, email signatures).

Printed materials (business cards, billboards, merchandise).

Special applications (embroidery, signage, animations).

Each use case may require a different file format. Without the right files, you risk blurry logos, colours that look “off,” or worse — being unable to use your logo in certain scenarios.

Always ask your designer for a comprehensive logo package that includes multiple formats, both for digital and print use.

Each file format serves a specific purpose. Using the wrong format can lead to:

Loss of quality (e.g., pixelation when scaling).

Incompatibility with certain platforms or software.

Extra costs if you need to convert or recreate files later.

File Formats 101

Before diving into specific formats, it’s essential to understand the two main types of graphic files: vector and raster.

Vector Files

Vector files are created using mathematical formulas rather than pixels. They are infinitely scalable, meaning they maintain quality regardless of size.

Benefits

Scalability: Resize your logo from a business card to a billboard without losing clarity.

Editable: Designers can easily modify colours, fonts, or other elements if needed.

Lightweight: Smaller file sizes despite high resolution.

Drawbacks

Software dependency: Requires specialised software like Adobe Illustrator, CorelDRAW, or Inkscape to open/edit.

Not universally usable: Vector files must often be converted to raster formats for digital or online use.

Common Vector Formats

AI: Adobe Illustrator’s native file format, best for editing.

EPS: Widely used for print and compatible with various design software.

SVG: Ideal for web use due to its scalability and small file size.

Use Cases

Logos, illustrations, large-scale prints (e.g., billboards), product packaging.

Why It’s Important

You can edit vector files in the future or repurpose them for any size and medium.

Raster Files

Raster files are made up of pixels, or tiny squares of colour. These are resolution-dependent, meaning quality diminishes if you try to scale them up.

Benefits

Universally accessible: Easily opened with most software or devices.

Web-ready: Raster formats like PNG and JPEG are optimised for digital use.

Drawbacks

Resolution issues: Enlarging a raster image leads to blurriness or pixelation.

Large file sizes: High-resolution files can take up significant storage space.

Common Raster Formats

JPEG: Compressed format ideal for photos and general use online.

PNG: Supports transparency, great for web and digital graphics.

GIF: Best for simple animations.

TIFF: High-quality format for print, often used by photographers.

Use Cases

.PNG: Transparent backgrounds (e.g., logos for websites or presentations).

.JPEG: High-quality images for web and social media (smaller file size).

.TIFF: High-resolution images for print.

.GIF: Animated graphics for digital use.

Print-Ready Files

File Types

.PDF (high resolution), .EPS, .TIFF.

These files are formatted for professional printing with the correct resolution, colour mode, and bleed.

Use Cases

Brochures, business cards, flyers, posters.

Ensure that

Resolution: Minimum 300 DPI (dots per inch) for clear printing.

Colour Mode: CMYK (Cyan, Magenta, Yellow, Black), not RGB.

Bleed Area: Extra space added beyond the design’s edge to avoid white margins after trimming.

Web-Optimised Files

File Types

.PNG, .JPEG, .SVG.

These files are optimised for quick loading and clear display on websites and social media.

Use Cases

Website banners, profile pictures, thumbnails, blog images.

Ensure that

Resolution: 72 DPI (sufficient for screens).

Colour Mode: RGB (Red, Green, Blue).

Essential logo formats you should request from your graphic designer

A comprehensive logo package should include multiple file formats tailored for specific uses. Below are the formats you must have:

1. Editable Source Files (AI or EPS)

These are the “master” files your designer creates. They allow for future edits and are essential for creating new formats.

Use case

Creating new designs, resizing for large prints, or modifying colours and text.

Always ensure you receive these files, even if you don’t have the software to open them.

2. Scalable Vector Graphics (SVG)

Ideal for digital applications due to its scalability and compatibility with web browsers.

Use case

Websites, mobile apps, and online tools.

SVG is perfect for responsive designs, as it adjusts to different screen sizes without losing quality.

3. Transparent Raster Files (PNG)

Used for digital media, especially when a transparent background is needed (e.g., overlays on coloured backgrounds).

Use case

Websites, social media posts, email signatures.

PNG files are versatile but should not be used for large print projects due to resolution limitations.

4. High-Resolution Raster Files (JPEG or TIFF)

These are crucial for digital or print uses where high detail is necessary.

Use case

Websites, small prints (business cards, flyers), or social media.

Use TIFF for print projects requiring ultra-high quality.

5. CMYK and RGB Versions

Why it matters

CMYK: Colour mode for print materials (uses Cyan, Magenta, Yellow, and Black).

RGB: Colour mode for digital screens (uses Red, Green, and Blue).

Ensure you get your logo in both colour modes to avoid colours looking dull (print) or overly vibrant (digital).

6. Black-and-White and Greyscale Versions

These versions are essential for simplified applications like stamps, watermarks, or monochrome materials.

Psst, Black-and-white logos are also useful for reducing printing costs.

7. Favicon

The small square logo used for browser tabs, bookmarks largely needed for website branding.

Favicons are usually 16x16 or 32x32 pixels in size.

Questions for your graphic designer

Here’s a checklist to ensure your graphic designer provides everything you need after your logo is created and finalised:

Master files (AI, EPS): Editable files for future use.

Web-friendly formats (SVG, PNG, JPEG): For websites, social media, and email.

Print-ready files (CMYK TIFF, PDF): For business cards, posters, and merchandise.

Transparent background: For flexibility across different designs.

Colour variations: CMYK, RGB, black-and-white, and greyscale.

Resolution considerations: 72 DPI for web use, 300 DPI for print use.

Do not -

Forget to ask for source files: Without source files, you might be stuck if you need edits later.

Forget about background transparency: Always request .PNG files for logos to use on different backgrounds.

Assume print-ready files are standard: Ensure files are formatted for printing, with correct bleed, colour mode, and resolution.

Forget to plan for the future: Ask for scalable vector logo files even if you don’t currently need them.

Having the right file formats and deliverables ensures that your branding is flexible, professional, and ready for any application. By understanding these basics, you’ll avoid costly redesigns and maintain control over your brand assets for years to come. Always discuss file formats and deliverables with your designer upfront to avoid misunderstandings and set clear expectations.

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