Which Logo File Format Do You Need?

Which logo file format do you need? Find your answer here as we explain JPG, PNG, EPS, PDF, AI, and other logo file formats.

You might have a folder full of logo files and your printer wants to know if you have one in vector format. What’s vector format? Do you have that? Should you just send the same file you sent to your web developer?

Keep reading to understand the most common logo file formats and their usage..

Raster vs. Vector graphics

Before we dive in to the file formats let’s clear up a few common terms regarding image files. Raster graphics or rasterised image files are “flat” files. They aren’t scalable, meaning as you increase the image size you’ll start to see the individual pixels and the image starts to blur.

On the other hand, vector graphics are scalable. You can increase and decrease the image size without it getting pixelated and blurring.


Some image files support transparency, specifically transparent backgrounds. This is super useful when you want to put your logo on a background colour other than pure white.

Sometimes, transparency is shown with grey and white checks. No one’s suggesting you use a crazy textured backdrop for your logo. It’s just the universally accepted way to display something that is by definition see through.


Joint Photographic Experts Group
No transparency
Best for web/digital

The jpg, or jpeg, is arguably the most commonly used image file format. It was designed by photographers for use with photographs and photo-like images, so it works best for images with smooth transitions between colours. 

As a lossy compression format, it’s a poor choice for graphics with sharp contrast between pixels. You shouldn’t try to edit a JPG because you’ll lose quality every time you decompress and recompress the file.

JPGs are useful when a small file size is crucial, like in your email signature.


Portable Network Graphics
Best for web/digital

PNG was developed to avoid a lawsuit regarding the licensing of GIF technology back in 1994. While it typically has a larger file size than a JPG, it can compress further when storing images containing text, line art, and areas of solid colour. (Sounds like a logo to me.)

The transparency is infinitely useful in web applications and the lossless data compression results in cleaner, sharper images. That said, PNGs are raster files so you’ll see pixels if you try to increase the image size. PNG also doesn’t support colour spaces for print.


Encapsulated PostScript
Best for print

EPS is our favourite logo file format for print. Developed by Adobe in the mid-1980s, it’s transparent, scalable, and editable if you have the right software. It also has unlimited colour capacity.

We do a little office jig when a client has an EPS of their logo because it keeps the logo file from dictating the layout of the print piece due to its size and background.

With a PNG for digital applications and an EPS for print, you can do anything you’d ever need to with your brand’s logo.


Portable Document Format
Can be used for print or web/digital

As the full name implies, Adobe didn’t develop the PDF as an image file format. But it’s become a popular way to transfer logos due to its vector format and transparency. We often use PDFs when showing logo drafts because just about any device still running in 2020 can read a PDF.

While EPS and AI files require specialised preview software, PDFs were intended to be viewable regardless of software, hardware, or operating system.

We don’t deliver final logos as PDF files, but if it’s the only format you have of your logo, a professional designer can use that for most print and digital applications.


Adobe Illustrator Artwork
Best for print

As opposed to the open standard formats above, AI is a proprietary file format by Adobe. Unless the file is saved with PDF compatibility, you can only view an AI with the appropriate Adobe software. That said, apparel printers particularly like receiving artwork in this format.

AI is editable, scalable, and transparent. An EPS file can do anything an AI can do, but, as Adobe expands ease of transfer within its software programs, AI formats are becoming more viable as a logo format.

Less common logo formats

As you dig through your logo files, you may find some older or less common file extensions. A PSD is a raw Photoshop file that hasn’t been exported into a final, more usable format. While it’s editable, the file can’t be scaled up beyond the original pixel dimensions assigned.

An SVG is another vector graphic form that is picking up new interest for web uses but has limited mobile support. 

GIF, pronounced by the original developer as “JIFF,” has lossless data compression but limited colours. Today, GIFs are most known for the short animated clips that overrun your Facebook page. 

TIFF or TIF files are raster graphics that were developed for scanners. They can hold a lot of information for a flat image, but aren’t scalable. 

BMPs or Bitmaps are raster images that are uncompressed. “Uncompressed” as in “very large file” and “out of date.”

Do you have the logo format you need?

With so many formats out there it may be tough to know what you need for your logo. Before embarking on a logo design or redesign, talk to your designer and make sure you know exactly which formats you’ll receive and how they can be used.

Also ask if you’ll only receive the basic files or if there will be a logo usage guide or brand standards (this may be provided at cost), furthering the logo’s usability and enhancing your brand.

If you can’t locate any vector files of your current logo, we can help you recreate or redesign your logo in a usable format.

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