Why File Formats Matter

Your logo looks sharp in the designer's presentation. But when the printer calls asking for "the right file," or your developer says the PNG is blurry on retina screens, or your signage company says they can't use a JPEG, you need to know which file to send.

This guide is a plain-English reference for every file format you'll receive in a brand package and exactly when to use each one.

The Fundamental Distinction: Raster vs Vector

Before the formats, understand the difference between the two types of image:

Raster images are made of pixels. At small sizes they look fine. Enlarge them beyond their original dimensions and they blur. PNG and JPEG are raster formats.

Vector images are made of mathematical paths. They can be scaled to any size, from a business card to a billboard, without any loss of quality. SVG, EPS, and AI are vector formats.

For a logo, vector is almost always the right choice for any serious application.

SVG (Scalable Vector Graphics)

What it is: A vector format designed for the web. An SVG file is actually XML code that a browser reads and renders as crisp graphics at any size.

Best for:

  • Websites and web apps (the best format for logos in web contexts)
  • Responsive interfaces where the logo scales with the viewport
  • Anywhere you need a vector image on screen
Not ideal for:
  • Most print workflows (PDF or EPS is preferred)
  • Sending to non-technical people who may not know how to open it
  • Microsoft Office documents (use PNG instead)
How to use it: Drop the SVG directly into your website's HTML or CMS. It will render perfectly on all screen densities including retina displays.

PNG (Portable Network Graphics)

What it is: A raster image format that supports transparent backgrounds. Your PNG logo file will have the logo itself with no background, allowing it to sit cleanly on any coloured surface.

Best for:

  • Social media profile images and cover photos
  • Microsoft Office documents (Word, PowerPoint, Excel)
  • Email signatures
  • Any context where you need an image file but not print quality
  • Sharing with people who just need a logo for basic use
Not ideal for:
  • Large-format print (billboard, signage, large banners)
  • Any context where the logo needs to be significantly enlarged beyond the PNG's resolution
How to use it: You'll typically receive your PNG at high resolution (at least 1000px wide, often 2000-3000px). For screen use, this is more than adequate. For large print, ask your designer for a vector file instead.

PDF (Portable Document Format)

What it is: PDFs created from vector artwork are vector files. They look like documents but function like vector graphics in a print workflow.

Best for:

  • Sending to printers and print service providers
  • Professional print applications: business cards, letterhead, brochures, packaging
  • Any vendor using Adobe-based print workflows
Not ideal for:
  • Web use (browsers can display PDFs but it's not the right tool)
  • Social media or digital applications
How to use it: When ordering print, send the PDF version of your logo. Most professional printers work in PDF and will know exactly what to do with it. Always ask for a proof before the full print run.

EPS (Encapsulated PostScript)

What it is: A legacy vector format that has been the print industry standard for decades. Older software and some print providers still prefer or require EPS.

Best for:

  • Older print workflows and legacy software
  • Signage and large-format printing companies that specify EPS
  • Embroiderers and manufacturers who use older file-handling software
  • Merchandise production (t-shirts, caps, promotional items)
Not ideal for:
  • Modern web use
  • Sharing with people who don't have Adobe Illustrator or similar software
How to use it: Check with your vendor first. Many modern print providers now accept PDF over EPS. Send EPS when specifically requested.

Quick Reference

Website: SVG (preferred) or PNG

Social media profile images: PNG

Email signatures: PNG

Office documents: PNG

Professional print (business cards, brochures): PDF

Signage, large format: PDF or EPS (ask your provider)

Embroidery and merchandise: EPS (ask your vendor for their preferred format)

Billboard: Contact your designer. They'll provide the correct file for the specific dimensions.

When in Doubt, Ask

If you're not sure which file to send, contact the vendor first and ask what format they need. Then locate that format in your brand assets folder. If you've been given a brand package and the format you need isn't there, reach out to your designer. Providing the wrong format costs time and can result in poor-quality output that reflects badly on the brand.

Your brand assets folder should contain at minimum: SVG (primary and reversed), PNG at high resolution (primary, reversed, icon only), and PDF for print. If any of these are missing from your package, contact your designer.