Logo File Types Explained
PNG, JPG, SVG, PDF and When to Use Each
You've received your new logo, and your designer has sent a folder full of files with names like .png, .svg, .eps and .pdf. Which one do you use for your website? Which one goes to the printer? And why does your logo look blurry when you put it on a banner?
This guide explains the most common logo file types in plain English.
First, a quick concept: vector vs raster
Almost every logo file falls into one of two categories.
Vector files are built from mathematical lines and shapes. They can be scaled to any size, from a pen to a billboard, without losing quality. Examples: SVG, EPS, AI and (usually) PDF.
Raster files are made of tiny pixels. They look great at the size they were made but get blurry or pixelated when enlarged. Examples: PNG, JPG and GIF.
Your designer should always provide a vector version of your logo. It's the master file that everything else is created from.
PNG
Best for: websites, social media, email signatures, presentations.
PNGs are the most useful everyday logo file. They support transparent backgrounds, which means your logo can sit neatly on any colour without a white box around it.
Watch out for: PNGs have a fixed size. Stretch a small PNG and it will blur, so keep a few sizes on hand.
JPG (or JPEG)
Best for: photos, and logos on plain white backgrounds where file size matters.
JPGs are small and widely supported, but they don't support transparency, so they always have a solid background. They also compress the image, which can make edges look slightly fuzzy.
Watch out for: JPG isn't the ideal choice for logos in general. Use PNG or SVG when you can.
SVG
Best for: websites, apps and anything viewed on screenS.
VG is a vector format built for the web. It stays perfectly sharp at any size and on any screen (including high-resolution displays), usually with a very small file size.
Watch out for: SVGs can't be opened in everyday programs like Word or PowerPoint in every case, and some email programs and social platforms don't accept them.
Best for: printing, sharing with printers and sending logos to suppliers.
A PDF can contain a vector logo, making it reliable for print. Most printers and signwriters are happy to receive one.
Watch out for: Not every PDF is a vector. If it was exported from a low-resolution image, it will still be blurry, so ask your designer for a vector PDF.
EPS
Best for: professional printing, signage, embroidery and promotional products.
EPS is an older vector format that's still commonly requested by printers and suppliers. If someone asks for "a vector file of your logo", this is often what they mean.
AI
Best for: your designer, and anyone who needs to edit the logo.
AI files are Adobe Illustrator's native format. They're the editable master file, so keep them safe, but you generally won't need to open them yourself.
Quick reference: which file for which job?
Use & Best file
Website - SVG or PNG
Social media profile - PNGEmail signature - PNG
Word or PowerPoint - PNG
Business cards and flyers - PDF or EPS
Signage and vehicle signwriting - EPS, PDF or SVG
Embroidery and uniforms - EPS
Colour versions: RGB, CMYK and one-colour
Alongside file types, your designer should provide different colour versions:
Alongside file types, your designer should provide different colour versions:
RGB for screens (websites, social media, presentations)
CMYK for professional printing
One-colour (black or white) for situations where full colour won't work, such as stamps, engraving or dark backgrounds
Why does my logo look blurry?
The usual culprits:
1. You're using a small PNG or JPG at a large size. Switch to a vector file or a larger version.
2. The image was saved from a website or screenshot. These are low-resolution copies, so go back to your original files.
3. It's been stretched. Always scale proportionally by holding Shift while resizing.
4. It's been compressed by a platform. Some social sites reduce image quality, so upload the highest-quality version allowed.
Tips for keeping your logo files organised
- Store the full set in a clearly labelled folder (cloud storage works well)
- Keep the original vector files separate from the web-ready versions
- Don't recreate your logo from a screenshot or photo, and ask your designer for a fresh file instead
- Share only what's needed: PNG for most people, vector files for printers and signwriters
You don't need to memorise every format. Just remember that vector files are for printing and scaling, PNG and SVG are for screens, and the originals are worth protecting. If you've lost your files or aren't sure what you have, a designer can usually supply or recreate the right set quickly.
Missing logo files or not sure what you've got?