You paid for a logo, you received a couple of files, and now the printer is asking for “the vector version” while your social media manager wants “a transparent PNG”. If that sounds familiar, you are not alone. Most business owners never get a clear explanation of logo file formats, so they only discover a file is missing at the worst possible moment.
This guide breaks down every format you should have, explains exactly where each one is used, and ends with a practical checklist you can run through today to confirm your designer delivered a complete, future-proof logo package.
Quick answer: the logo file formats you should receive
A professional logo delivery always includes both vector and raster files. Vector files are the master artwork, raster files are the ready-to-use exports.
| Format | Type | Main use | Transparent background | Must have? |
|---|---|---|---|---|
| AI | Vector | Editable master file (Adobe Illustrator) | Yes | Yes |
| EPS | Vector | Universal print / signage / embroidery | Yes | Yes |
| SVG | Vector | Websites, apps, favicons, email signatures | Yes | Yes |
| Vector (usually) | Sharing with printers, office documents, proofs | Yes | Yes | |
| PNG | Raster | Web, social media, slides, anything on colour | Yes | Yes |
| JPG | Raster | Third-party platforms and forms that reject PNG | No | Nice to have |
| WebP | Raster | Fast-loading web images | Yes | Optional |
| ICO / PNG favicon | Raster | Browser tab icon | Yes | Nice to have |
First, understand the real difference: vector vs raster
Every logo file format falls into one of two families. Once you understand this, everything else makes sense.
Vector files (AI, EPS, SVG, PDF)
Vector files are built from mathematical points, lines and curves. That means they can be scaled from a business card to a building sign with zero loss of quality. Colours can be changed, elements can be separated, and the file stays small.
- Infinitely scalable
- Editable (colours, spacing, elements)
- Required by printers, sign makers, embroiderers and vinyl cutters
- Not always openable on a normal computer without design software (except SVG and PDF)
Raster files (PNG, JPG, WebP, GIF, TIFF)
Raster files are made of pixels. They are fixed in size and become blurry or pixelated when enlarged. They are perfect for immediate use online because every browser, CMS and social platform accepts them.
- Ready to upload anywhere
- Quality is limited by the exported resolution
- Cannot be properly resized upwards
- Cannot be re-coloured or edited cleanly
The golden rule: if you only have PNG and JPG files, you do not really own a usable logo. You own a photograph of your logo.
The six core logo file formats, one by one
1. AI: your editable master file
The .ai file is the native Adobe Illustrator document, which is where most logos are actually created. It contains the live artwork: layers, text, paths and colour swatches.
- Use it for: nothing directly. It is the source file used to produce every other format.
- Why you need it: it is your insurance policy. With the AI file, any designer in the world can create a new variation, adapt the logo for a new application or fix a problem. Without it, they may have to rebuild your logo from scratch.
- Watch out for: designers who keep the master file “in house”. If you paid for the logo, ask for the source file in your contract.
2. EPS: the universal print format
EPS (Encapsulated PostScript) is the old reliable of the print world. It is a vector format that almost every professional printer, sign shop and merchandise supplier can open, whatever software they use. A comparable breakdown sits on nichemarketingcompany.com.
- Use it for: brochures, packaging, vehicle wraps, banners, signage, screen printing, embroidery digitising.
- Why you need it: when a supplier says “send us the vector logo”, EPS is the safest thing to send.
- Tip: your EPS should be supplied in CMYK for print, with fonts converted to outlines so nothing shifts on another computer.
3. SVG: the web and app format
SVG (Scalable Vector Graphics) is vector artwork written in code, which makes it the best logo file format for anything on a screen. It stays razor sharp on retina displays and on any screen size, and the file weight is tiny, which is good for page speed and Core Web Vitals.
- Use it for: your website header and footer, web apps, favicons, email signatures, sharp icons.
- Why you need it: a PNG logo in a website header can look soft on high-resolution screens and slows the page down. An SVG solves both problems.
- Bonus: SVG can be styled with CSS, so a single file can switch colour in dark mode or on hover.
4. PDF: the format everyone can open
A vector PDF is the most convenient way to share your logo with someone who does not have design software. It opens on any device, keeps vector quality, and can carry accurate colour information. one agency that does this well treats this as a baseline.
- Use it for: sending to printers, embedding in Word or PowerPoint templates, brand guideline documents, approval proofs.
- Careful: a PDF can also contain nothing but a low-resolution image. If your PDF becomes blurry when you zoom in to 800 percent, it is not a true vector file.
5. PNG: the everyday digital workhorse
PNG is a raster format that supports a transparent background, which is exactly what you need when the logo sits on a coloured section, a photo or a video.
- Use it for: social media profiles and posts, WordPress uploads, presentations, marketplace listings, newsletters, third-party platforms.
- Ask for several sizes: small (around 500 px wide), medium (1000 to 1500 px) and large (2000 to 3000 px), so you never have to enlarge a small file.
- Colour mode: RGB, always, for screens.
6. JPG: useful, but limited
JPG (or JPEG) compresses images to keep the file size down, which is great for photographs and less great for logos. It cannot store transparency, so your logo always arrives inside a rectangle, usually white. Heavy compression also creates fuzzy grey artefacts around crisp edges and text.
- Use it for: forms, directories and older systems that only accept JPG, or documents where a white box is not a problem.
- Do not use it for: your website header, anything placed over colour, or anything going to print.
Formats that sometimes show up
- WebP: modern web raster format, smaller than PNG at similar quality, supports transparency. Great as a web extra.
- GIF: only relevant for simple animated logos. Limited to 256 colours.
- TIFF: large, high quality raster file occasionally requested by traditional printers.
- PSD: a Photoshop file. Fine for mockups, but a logo built only in Photoshop is a warning sign, because it is pixel based, not vector.
Which logo file format for which situation
| Where you use the logo | Best format | Backup format |
|---|---|---|
| Website header and footer | SVG | PNG (2x size) |
| Favicon / browser tab | SVG or 512 px PNG | ICO |
| Social media profile picture | PNG, square, 1000 x 1000 px | JPG |
| Business cards, flyers, brochures | EPS or vector PDF (CMYK) | AI |
| Large signage and vehicle wraps | EPS | AI or PDF |
| T-shirts and embroidery | EPS or AI, one-colour version | SVG |
| Word, Google Docs, PowerPoint | PNG with transparency | SVG (supported in newer Office versions) |
| Email signature | PNG, around 300 to 400 px wide | JPG |
| Video and motion graphics | SVG or AI | Large PNG |
| Promotional items and merchandise | EPS | Vector PDF |
Formats are only half the story: variations matter too
A complete logo package is not just six formats of one image. Each format should exist in several variations, otherwise you will still be stuck.
Colour variations
- Full colour on a light background
- Full colour on a dark background, if the colours need adjusting
- All white (reversed), for dark backgrounds, photos and video overlays
- All black (single colour), for faxes, stamps, engraving, one-colour printing and newspaper ads
- Greyscale, for black and white documents
Layout variations (lockups)
- Primary logo: the main version you use most of the time
- Horizontal version: for wide spaces such as website headers and email signatures
- Stacked or vertical version: for narrow spaces, packaging and merchandise
- Icon or submark only: for profile pictures, favicons, app icons and stamps
- Favicon-safe simplified version: readable at 32 x 32 pixels
Colour modes and codes
Ask for your exact brand colours in writing, in all four systems:
- HEX for web (example: #1A1A1A)
- RGB for screens
- CMYK for print
- Pantone (PMS) for accurate spot colour printing and merchandise
Also make sure you have the names of the fonts used, and confirmation that the text in the logo has been converted to outlines in the delivery files.
The complete logo package checklist
Print this out, open your logo folder, and tick the boxes. If you cannot tick at least items 1 to 9, your package is incomplete.
- AI source file (or the native master file, whatever software was used)
- EPS file in CMYK, fonts outlined
- SVG file optimised for web
- Vector PDF that stays sharp when zoomed in
- Transparent PNG files in at least three sizes
- JPG file for platforms that require it
- All white and all black versions in vector and PNG
- Horizontal, stacked and icon-only lockups
- Colour codes in HEX, RGB, CMYK and Pantone
- Favicon files and a square social profile version
- Font names and licence information
- A short usage guide or brand sheet covering clear space, minimum size and what not to do
Bonus: file naming and folder structure
A great designer also hands over files you can actually find again. Look for a clear structure such as:
- 01-Print (Vector): AI, EPS, PDF
- 02-Web (Digital): SVG, PNG, WebP, favicon
- 03-Social Media: square profile images, cover images
- 04-Brand Guide: colour codes, fonts, usage rules
File names should be descriptive, for example brandname-logo-horizontal-fullcolour.svg rather than logo-final-final-v3.png.
Red flags that your logo package is not future-proof
- You only received JPG or PNG files, with no vector at all
- The “vector” PDF turns into blocks of pixels when you zoom in
- There is no white or reversed version, so the logo is unusable on dark backgrounds
- Your logo was designed in Photoshop or Canva only and cannot be scaled for signage
- The logo becomes an unreadable blur at favicon size
- Text in the files is live, not outlined, so it changes on other computers
- No CMYK version, so printed colours come out noticeably different from the screen
- You do not have the rights to the source file, or the designer will not release it
What to do if files are missing
- Go back to your designer first. Exporting the missing formats from an existing master file takes minutes, and most designers will do it without extra charge.
- Ask specifically. Instead of “can you send more files”, write: “please send EPS (CMYK), SVG, vector PDF and transparent PNG at 500, 1500 and 3000 px, in full colour, all white and all black”.
- If the designer is gone, a new designer can redraw the logo as vector artwork from a good quality raster file. It is a paid job, but it gives you a proper master file for the future.
- Avoid automatic converters for anything going to print. Auto-traced files often contain messy paths, jagged curves and slightly wrong colours.
- Store everything properly. Keep the full package in cloud storage that you own, not in an old email thread.
Need help auditing or rebuilding your logo files?
At Branded Web Design we deliver complete brand packages: editable vector masters, web-optimised SVG, transparent PNG sets, print-ready CMYK files, favicons and a simple usage guide, all organised in clearly named folders. If you are not sure what you actually own, send us your current files and we will tell you exactly what is missing and what we can rebuild.
FAQ about logo file formats
What is the best file format for a logo?
There is no single best format, because it depends on the use. SVG is the best format for websites and digital use, EPS or vector PDF is the best for print and signage, PNG is the best for social media and documents, and AI is the essential editable master file. A complete package includes all of them.
Should a logo be JPEG or PNG?
PNG, in almost every case. PNG supports transparent backgrounds and keeps sharp edges and text crisp, while JPG adds a white box and compression artefacts. Use JPG only when a platform refuses PNG files.
Is SVG better than PNG for a logo?
For websites, yes. SVG is vector, so it stays perfectly sharp at any size and on any screen, and the file is usually much lighter, which helps page speed. PNG is still needed for platforms that do not accept SVG, such as many social networks and some email clients.
Which logo file do I send to a printer?
Send the EPS or vector PDF in CMYK, with fonts converted to outlines. If the printer asks for something else, they will usually request AI. Never send a JPG or a screenshot for professional printing.
Do I need the AI file if I already have EPS, SVG and PDF?
Yes. EPS, SVG and PDF are vector, but the native AI file keeps the original layers, swatches and structure, which makes future edits faster and cleaner. Think of it as the key to your own brand.
What size should my PNG logo files be?
Ask for at least three: around 500 px wide for email signatures and small placements, 1500 px for general web use, and 3000 px for presentations, large screens and mockups. Plus one square version, ideally 1000 x 1000 px, for social profile pictures.
Which logo file format is best for clothing and embroidery?
Vector, every time. Send an EPS or AI file, ideally with a simplified one-colour version, because embroidery and screen printing rely on clean, separable shapes and a limited number of colours. b-double-e.co.uk walks through the specifics.
Can I use a Canva logo for print and signage?
Only with limits. Canva can export PDF and SVG, but many designs rely on raster elements or licensed graphics, which can cause quality and ownership problems on large format print. For a business that plans to grow, a properly built vector master file is the safer route.
How should I store my logo files?
Keep the original delivery folder untouched in cloud storage you control, with the structure and file names as delivered. Share copies with suppliers, never your only version, and add a simple text file listing your colour codes and fonts.