At the end of a branding project you receive a folder with what looks like the same logo saved ten different ways. It can feel like too much, but each format exists for a reason. Knowing which one to use saves you from blurry signs, white boxes around your logo and confused emails from suppliers.
Vector and raster: the one difference that matters
Every logo file falls into one of two families.
- Vector files describe the logo with mathematical shapes. They can be scaled to any size, from a pen to a building, without losing sharpness.
- Raster files are made of pixels. They look perfect at the size they were made for, but turn blurry or jagged when enlarged.
As a rule, use vector files whenever someone is producing something physical or large, and raster files for everyday digital use.
SVG
A vector format built for the web. SVG logos stay crisp on every screen, including high resolution phones, and the files are usually very small. Ask for SVG when a developer is building your website or app.
AI and EPS
These are editable vector source files. AI is the native Adobe Illustrator format, and EPS is an older format that many printers and sign makers still request. Keep them safe. They are what a designer needs to make changes in the future.
A PDF saved from vector artwork keeps the logo sharp at any size and opens on almost any computer. It is often the easiest file to send to a printer or a supplier who does not use design software.
PNG
A raster format that supports a transparent background. This is the file to use for presentations, documents, social media graphics and email signatures, where your logo needs to sit on top of a colour or photo without a white box around it.
JPG
A raster format with no transparency. JPG is fine for photos, but it is rarely the right choice for a logo, because it always adds a solid background and can create blurry edges around text. Use it only when a platform accepts nothing else.
Which file to send to whom
- Printer for cards, flyers or brochures: PDF, EPS or AI
- Sign maker, embroidery or merchandise: EPS, AI or SVG
- Web developer: SVG, plus PNG as a backup
- Social media, slides and documents: PNG
- Email signature: a small PNG, sized for the signature
Colour versions
You should also have each format in several colour versions: full colour, one colour, black, and white. A white logo saved as a PNG looks invisible when you preview it on a white screen, which often causes people to think the file is broken. It is not. It simply needs a dark background.
Keep your logo folder somewhere your whole team can find it, and send people the right format from the start. It is one of the simplest ways to keep your brand looking professional everywhere.
