If your designer has handed over a folder containing an SVG, an EPS, a couple of PDFs and a stack of PNGs, it is not obvious which one you are supposed to use. Send the wrong logo file formats to a printer and you get a blurry result or a phone call asking for something else. This is a plain guide to what each file type is for, which ones you should have, and what to ask for if they are missing.
Vector or raster, the difference that matters
Almost every logo question comes back to this one distinction. Vector files are built from mathematical shapes and lines. You can scale them to the side of a van or shrink them to a business card and they stay perfectly sharp. SVG, EPS, AI and most logo PDFs are vector.
Raster files are built from pixels. They have a fixed size, and if you stretch them past it they go soft and blocky. PNG and JPG are raster.
That is why a printer will ask for vector artwork and why enlarging the logo you pulled off your own website rarely works. It is one of the more common things we run into when taking over branding from a previous supplier, where the only surviving file is a small PNG someone saved years ago.
Which logo file formats you actually need
For most businesses this is the set worth having on file:
- SVG for your website, because it stays sharp on any screen and loads quickly
- EPS or AI as the master vector artwork, which is what a printer or sign maker will want
- PDF as a vector version you can email to almost anyone and know they can open it
- PNG for anything digital that needs a see through background, such as slides, documents or social graphics
- JPG for situations where a plain background is fine and the file needs to be small
You do not need to understand the technical detail behind each one. You just need the files to exist and to know roughly which to reach for.
The versions people forget to ask for
The format is only half of it. The variations matter just as much, and they are the thing most often missing.
Ask for a full colour version, a single colour black version and a reversed white version for use on dark backgrounds or photographs. If your logo has a strap line, ask for a version without it, because small applications often will not fit both.
It is also worth having a stacked and a horizontal layout. A wide logo will look lost in a square social media profile picture, and a tall one will not sit well in a website header. Getting both up front saves a lot of back and forth later.
Colour setups differ too. Print work uses CMYK and screen work uses RGB, so a well prepared brand folder usually includes both. If your brand relies on a specific colour, having the reference noted somewhere matters more than the file itself.
What to send where
Website, email signature and social media: SVG or PNG, whichever the platform accepts.
Printers, sign writers, embroiderers and anyone producing something physical: EPS, AI or a vector PDF. Always ask them what they prefer rather than guessing, since a good printer will tell you in one line.
Documents, slides and internal work: PNG is usually the safe choice.
If you are putting your logo alongside other design work, keep the fonts consistent as well. Our post on free fonts for designers covers some solid options if your brand does not have a licensed typeface.
If you do not have the original files
This happens a lot, usually after a designer moves on or an old email account is closed. If all you have is a PNG or a screenshot, the logo can normally be redrawn as vector artwork. It is not automatic and it is not free, but it is straightforward, and once it is done you have a proper master file that will not need doing again.
While you are at it, ask for everything in one organised folder and keep a copy somewhere you control rather than in a single inbox.
If you need your logo rebuilding, a new set of files, or a full brand refresh, our graphic design and branding team can sort it. We can also make sure the version used on your website is the right one, and prepare artwork properly for print and packaging. Get in touch if you want us to take a look at what you currently have.
Frequently asked questions
Can I just use a JPG of my logo for everything?
Not really. A JPG cannot have a transparent background, so it will always sit in a white box, and it will lose quality if it is scaled up. It is fine for a quick internal document, but not for print or for your website header.
What do I do if a printer asks for vector artwork and I only have a PNG?
Ask a designer to redraw it as vector. Some printers will do this for you, though it is usually charged as artwork time. Once you have the vector file, keep it safe, because you will need it again for every future print job.
