Logo File Types & Their Uses

Visual Identity

2 Mar

So, you’ve signed off on your beautiful new logo and your designer has supplied you with an array of file types—but what are they all for?

When I provide final files for a logo, I include JPG, PNG, EPS, SVG, and PDF files, covering all formats you might need for both print and digital use. These appear as file extensions at the end of the file name, such as logo.jpg, logo.png, logo.eps, logo.svg, and logo.pdf. The information below will help you determine what each file is for, how to open particular file types, and best practices. You’ll find some top tips at the end of this article too.

For the purposes of this article, I will refer to all digital and web files collectively as ‘digital’.

What files types are used for print?

Print file types must be within the CMYK colour space. CMYK represents Cyan, Magenta, Yellow and Black—the colours used in standard print practices. The file types used in print are JPG, PNG, EPS and PDF.

What files types are used for web or digital?

Digital file types must be within the RGB colour space. RGB represents Red, Green and Blue—the colours used in digital displays like phones, laptops and TVs. The file types used in digital are JPG, PNG, EPS and SVG.

What are Vector and Raster formats?

Logo file types can be vector or raster formats.

Vector Files

Vector files are made up of accurate mathematical points, which means they can be scaled to any size without losing quality. Vector files include EPS, SVG, AI (Adobe Illustrator) and PDF. These files retain quality at any size and won’t appear pixelated or blurry.

Raster Files

Raster files are pixel-based and include JPG, PNG, TIFF and GIF. Scaling a raster file larger than its original size will cause pixelation, making the image look blurry. This is why vector formats are generally preferred. If you have to use a JPG, ensure the file is correctly sized for its intended use from the original source.

JPG Files

Full Name: Joint Photographic Experts Group
Usage: Can be used in both print (CMYK) and digital (RGB).
Background: Solid background only; for transparent backgrounds, use PNG or EPS.
Opening: Can be opened by almost all software available on computers or mobile devices.
Resizing: Be cautious when resizing to avoid quality loss.
Common Uses: Websites, blogs, presentations, printed/digital documents, social posts—be mindful of the solid background.

PNG Files

Full Name: Portable Network Graphic
Usage: Used in digital (RGB).
Background: Generally transparent, but it depends on the design.
Opening: Can be opened by almost all software.
Colour: Better colour representation compared to JPG, ensuring consistency.
Common Uses: Websites, blogs, presentations, documents, social posts, watermarks.

EPS Files

Full Name: Encapsulated PostScript
Usage: Best format for logos; easily scalable for print (from billboards to business cards).
Background: Supports transparent backgrounds.
Editing: Generally for professional use, editable in design software like Adobe Illustrator.
Common Uses: Print materials (business cards, posters, banners), stickers, clothing, or sending to a professional for changes.

SVG Files

Full Name: Scalable Vector Graphic
Usage: Digital usage only; preferred for web graphics.
File Size: Small, due to being made of code.
Scalability: Easily scalable without losing quality.
Editing: Editable in design software like Adobe Illustrator.
Common Uses: Web graphics, digital displays, editable by designers.

PDF Files

Full Name: Portable Document Format
Usage: Used for documents as well as logos (both RGB and CMYK).
Background: Can support transparent backgrounds.
Editing: Can be edited by professionals using specific software.
Common Uses: Print materials (business cards, brochures), stickers, signage, sending to professionals for changes.

Takeaways & Tips

File Extensions: You cannot change a file type by simply editing the file extension (e.g., changing .jpg to .png). Always save the file from the original, editable source in the correct format.
Choosing the Right File Type:
- For digital use, PNG is your go-to file type.
- For professional print (e.g., stationery, clothing), always use a vector file (EPS, SVG, PDF).
- When sending your logo to a professional for changes, use EPS or SVG.
Brand Consistency: If you have multiple logo versions (e.g., single colour, reverse, stacked, horizontal, icon etc.), follow your brand style guide for correct usage or ask your designer if you’re unsure.
Reach Out for Help: If you’re struggling, don’t hesitate to reach out to your designer for specific file types or larger file sizes.