Logo file formats explained

When a logo project ends, you usually receive a folder full of files with names like AI, EPS, SVG, PNG and PDF. Most clients aren't sure which one to use where, or whether anything is missing. A year later, a printer or sign maker asks for "the vector file" and nobody can find it.

This guide explains the logo files you should get from your designer, what each format is for, and how to check your package before the project closes.

The short version

A complete logo package should include:

• Vector files (AI, EPS, SVG or PDF) for printing, signage and resizing
• PNG files with a transparent background for websites, documents and social media
• JPG files for places that don't support transparency
• Colour versions for print (CMYK) and screens (RGB)
• Full colour, black and white versions of the logo
• Layout variations, such as horizontal, stacked and icon-only
• The colour codes and font names used in the logo

If you only remember one thing: always get the vector files. Every other file can be created from them, but not the other way around.

Vector files: the master copies

Vector files are made of shapes and lines rather than pixels, so they can be scaled to any size without getting blurry. They are what printers, sign makers, embroiderers and other designers will ask for.

• AI: the Adobe Illustrator file, usually the designer's original working file.
• EPS: an older, widely supported vector format that most print shops accept.
• SVG: the vector format for the web. It stays sharp on every screen and keeps file sizes small.
• PDF: a vector PDF opens on almost any computer and is often the easiest file to send a printer.

You don't need special software to keep these. Store them somewhere safe, and send them whenever someone needs to print or edit your logo.

Raster files: for everyday use

Raster files are made of pixels, which makes them easy to use but limited in size. Enlarge them too much and they become blurry.

• PNG: the file you'll use most. It supports a transparent background, so your logo sits cleanly on any colour or photo.
• JPG: smaller files with a solid background. Useful for email signatures or platforms that don't accept PNG.

A good package includes these at a few sizes, including a large, high-resolution version for presentations and print-ready documents.

Colour versions: CMYK, RGB and more

Screens and printers create colour differently, so your logo should come in both colour modes:

• RGB for anything on a screen: websites, apps, social media and presentations.
• CMYK for printed materials such as business cards, brochures and packaging.
• Pantone (spot colour), if your brand needs exact colour matching in professional printing.

You should also receive the colour codes themselves, such as HEX codes for the web and CMYK values for print, so anyone working on your brand can match them.

Logo variations

One version of a logo rarely works everywhere. A wide logo looks great on a website header but too small in a square profile picture. Ask for:

• Primary logo: the main version you use most often.
• Alternate layouts: for example a horizontal and a stacked version.
• Icon or symbol: a compact mark for favicons, app icons and social media profiles.
• Black, white and full colour: so the logo works on light, dark and busy backgrounds.

Which file to use where

• Website: SVG, or a PNG if your platform doesn't support SVG.
• Social media profile: the icon version as a PNG.
• Business cards and print: a vector PDF or EPS in CMYK.
• Signs, vehicles and merchandise: AI, EPS or PDF vector files.
• Word documents and slides: a high-resolution PNG with a transparent background.
• Email signature: a small PNG or JPG.

What about the fonts?

Most designers won't send you the font files themselves, because font licences usually can't be transferred. What you should get is the name of every font used, so you can buy or download your own licence if you need it. Many logos also convert the text into shapes in the final vector files, so the logo looks right even on computers without the font installed.

A quick checklist before you sign off

1. Open the vector files and check they scale up without getting blurry.
2. Place the PNG on a dark background to confirm it's transparent.
3. Make sure there are black and white versions, not just full colour.
4. Check you have both CMYK files for print and RGB files for screens.
5. Confirm you have the colour codes and font names.
6. Save everything in two places, such as your computer and a cloud folder.

A logo is only as useful as the files you get with it. Ask what's included before the project starts, not after it ends.

What I include

Every logo design project I deliver includes vector files for print and signage, PNG and JPG files for web and social media, and colour, black and white versions of each layout, ready for wherever you need them. You can see examples in my logo collection or check prices in the pricing estimator.