The Ultimate Guide to Logo & Image File Types

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The Ultimate Guide to Logo File Types

Using the wrong file format can make your crisp new logo look blurry, change its colors entirely, or confuse print vendors. To help you navigate your new brand kit with total confidence, here is your quick-reference guide to every file type in your package.

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Hooray, your brand is finalised! Here come the folders... and the confusion. Vectors, rasters, RGB, CMYK, .eps, .png, it's like another language. But don't worry, we're here to translate!

Vector vs. Raster: The Golden Rule

Before diving into specific extensions, it helps to understand the two main "families" of image files:

  • Vector Files (Infinite Scale): These are built using mathematical formulas rather than pixels. You can make a vector image as small as a postage stamp or as large as a billboard, and it will never lose quality or become blurry.
  • Raster Files (Fixed Pixels): These are made of a grid of tiny colored pixels. They look great at their intended size, but if you enlarge them beyond that size, they will look pixelated or blurry.

Vectors files

These are your source files. You won't always be able to open them on your phone or computer without specialized design software, but they are crucial for printers, manufacturers, and web developers.

.AI — Adobe Illustrator Document

  • What it is: The original master design file created by your designer.
  • When to use it: Send this to other professional designers, printers, or sign-makers when they ask for "working files."
  • Can I open it? Usually no, unless you have Adobe Illustrator installed.

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.EPS — Encapsulated PostScript

  • What it is: The universal vector format. It works as a bridge between different design software programs.
  • When to use it: Send this to high-end print vendors ( t-shirt printers, vehicle wraps, embroidery shops, or billboard companies).
  • Can I open it? Typically no—it’s meant for software used by production teams.

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.SVG — Scalable Vector Graphics

  • What it is: A vector file specifically optimized for the web.
  • When to use it: Uploading your logo to your website header, digital app designs, or interactive graphics. It keeps your website sharp on high-resolution screens (like Retina displays) while keeping file sizes small for fast loading speeds.
  • Can I open it? Yes, in most modern web browsers.

Raster files

These are the everyday files you will use for social media, email signatures, documents, and web presentations.

.PNG — Portable Network Graphics

  • What it is: A high-quality digital image format that supports transparent backgrounds.
  • When to use it: Anytime you need your logo placed over a colored background, photo, or website section without a white box around it. Great for website headers, pitch decks, and social media overlays.
  • Can I open it? Yes, on virtually every device.

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.JPG or .JPEG — Joint Photographic Experts Group

  • What it is: The standard file format for digital photos and web images. It has a solid white or colored background (no transparency).
  • When to use it: Standard website imagery, blog posts, online profile photos, or anywhere a transparent background isn't required.
  • Can I open it? Yes, universally supported.

Multi-Page & Print Documents

.PDF — Portable Document Format

  • What it is: A versatile file format that retains exact layout, fonts, and graphics regardless of what device or operating system opens it.
  • When to use it: Brand guidelines documents, digital lead magnets, brochures, and sending files to commercial print shops. PDF files can contain both vector and raster data.

Pro-Tip: RGB vs. CMYK

When using your files, keep color modes in mind:

  • RGB (Red, Green, Blue): Used for screens (websites, social media, email).
  • CMYK (Cyan, Magenta, Yellow, Black): Used for physical printing (business cards, packaging, merch).
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Rule of Thumb: If it emits light (a screen), use RGB. if it uses ink, use CMYK.

Need Help With Your Files?

If you ever lose track of your assets or aren't sure which file your vendor needs, feel free to drop us a line—we're always here to help keep your brand looking sharp!