Logo Files 101: Format Guide
When you get a new logo, you might notice a variety of file types sent your way. Each one has its own purpose and benefits, designed for different situations. We’ll break down the most common ones you’ll encounter, so you know exactly when and where to use each format.
COMMON FILE TYPES
PNG (.png)
What it is: A widely-used raster file with a transparent background, perfect for digital designs.
Use it when: You need a clear, non-pixelated logo for your website, social media, presentations, or any digital space where a transparent background is needed. PNG files are not scalable beyond their set size without losing quality, so they’re ideal for fixed digital uses.
Adobe Illustrator (.ai)
What it is: This is the original, editable file created in Adobe Illustrator, often the starting point for vector designs.
Use it when: You need to make changes to your logo or send it to a designer for updates. Since it’s fully editable, this file is versatile but requires design software to open. Think of it as your "source file" for all other versions.
3. EPS (.eps)
What it is: A vector format, EPS files are scalable and are widely compatible across design software.
Use it when: Sending your logo to a printer or collaborating with other designers who may not use Adobe products. EPS is the go-to format for high-quality printing on everything from business cards to billboards.
** I always suggest starting with this format when designing. **
PDF (.pdf)
What it is: A universal file format that can contain both vector and raster graphics.
Use it when: Sharing with non-designers who might not have specialized software. PDFs are easily viewed across devices and are great for proofs, presentations, or sending to a printer when you don’t need editable features.
LESS COMMON FILE TYPES
JPEG (.jpg or .jpeg)
Ok…hear me out! While most people recognize the JPEG format, I’ve included it under “less common file types” because it’s not ideal for logos. JPEGs are unscalable and lack a transparent background, which makes them restrictive when you’re designing. That’s why we rarely provide logos in JPEG format—JPEGs are great for final graphics, but they fall short as a versatile logo file.
What it is: A compressed image file with no transparency, best for non-vector designs.
Use it when: JPEGs aren’t ideal for logos due to their lack of scalability and background transparency. They’re mostly for photographs or backgrounds, but if you need a logo in a pinch for digital use, it’s okay to use sparingly.
SVG (.svg)
What it is: Scalable Vector Graphics (SVG) is a lightweight vector file format that works especially well online.
Use it when: You’re using your logo on websites or apps and want a responsive, high-quality image that won’t lose quality at different screen sizes. It’s also a preferred file type for web-based animation and interactive graphics.
TIFF (.tif or .tiff)
What it is: A high-quality raster format, often uncompressed, used primarily in print.
Use it when: You need the highest image quality for physical prints, such as banners, signage, or branded merchandise. TIFFs are large files, so they’re not as suitable for web or casual digital uses.
GIF (.gif)
What it is: GIF files are popular for animations, but can also hold static images with basic color limitations.
Use it when: You need a small, low-quality version of your logo for simple online animations. However, keep in mind that GIFs have limited colors, so they’re not ideal for detailed or color-rich logos.
In a Nutshell…
With these file types, you’ll have a logo ready for every situation, whether it’s online, in print, or on merchandise. Choosing the right format can help keep your brand looking its best wherever it appears. Bookmark this page to help you remember as you design.
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Our Plug and Play and Premium Logo packages give you every format you need—no guesswork required!
(We even give you a file cheat sheet)