Logo File Formats: Everything You Need to Know

8 min readJun 29, 2023

So, you’ve just received a pile of logo files from your brand designer, including formats like SVG, PNG, and EPS. But now you’re wondering what to do with these files. Which format is best for which application? What’s the difference between vector and raster logo formats? In this article, I’ll break down the most common logo file formats and give you practical advice on selecting the right one for your purpose.

When it comes to logo file formats, there are two main types:

Vector file formats
Raster file formats

These formats allow you to save colour profiles, such as CMYK for printing or RGB for digital use. But we will get to that later.

Vector Logo File Formats

Vector logo formats are based on maths. They use points, lines and curves to construct images — or in your case, your logo. Therefore, a vector logo file is resolution-independent, meaning you can enlarge and reduce it without quality loss.

Vector formats allow for smooth lines, sharp edges, and precise shapes in any size. They are ideal for geometric designs, typography, and illustrations that require flexibility in size and scalability.

Vector formats are also easily editable, making them the best choice when collaborating with a designer.

The most commonly used vector formats for logos are:

EPS

EPS (Encapsulated PostScript) files are supported by various design software. So, almost everyone can open them — from your printer to the designers working on your brand.

Being a vector format, EPS files support transparency, meaning you can place them seamlessly in front of backgrounds.

EPS files also allow for the embedding of colour profiles, such as RGB, CMYK or Pantone, making them well-suited for printing purposes.

EPS logo file format gets commonly used for:

Print materials (business cards, posters, brochures, etc.)
Stickers and labels for clothing or packaging
Laser cutting, etc.
Sending the logo to a designer for editing or applying to branded materials

Pros of EPS format

Scales without loss in quality
Supports transparency
Supported by various design software
Supports various colour profiles
Accepted by professional printers

Cons of EPS format

Needs specialised software for editing, such as Adobe Illustrator
Relatively large file size
No web compatibility

AI

AI (Adobe Illustrator) files are the native file format of Adobe Illustrator. They retain all the layers, shapes, and editable properties, allowing for easy changes and updates to the logo.

Like EPS files, AI files are vector formats. So they share many of the same benefits.

AI logo file format gets commonly used for:

Print materials (business cards, posters, brochures, etc.)
Laser cutting, etc.
Sending the logo to a designer for editing or applying to branded materials

Pros of AI format

Scales without loss in quality
Supports transparency
Supported by most design software
Advanced editing capabilities in Adobe Illustrator
Supports various colour profiles
Accepted by professional printers

Cons of AI format

Needs specialised software for editing, such as Adobe Illustrator
Relatively large file size
No web compatibility
Font compatibility issues when a font is not embedded or outlined

PDF

PDF (Portable Document Format) files are versatile and can store both vector and raster data.

They are widely supported and are easy to share across platforms. Depending on their colour profile, this makes them useful for both — digital and print applications.

PDF logo file format gets commonly used for:

In digital presentations
In online documents such as e-books, whitepapers, user manuals, or brand guidelines
For email signatures
For print shops for digital printing

Pros of PDF format

Can be opened, viewed, & printed using free PDF viewers
Scalability without loss in quality (in case it is a vector file)
Embeds fonts and images
Exports specific print settings
Supports various colour profiles
Accepted by professional printers

Cons of PDF logo file:

Limited edibility for a designer working with the logo

SVG

SVG (Scalable Vector Graphics) is an image format that uses XML-based code to define visual elements like shapes, colours, and fonts. Hence, it’s widely supported by modern web browsers.

SVG files also provide interactive capabilities, allowing elements to respond to user actions like hover effects.

Unlike other vector formats, SVG does not embed specific colour profiles. Instead, the colour profile is determined by the software or device that opens the file.

SVG is best suited for simpler designs, as gradients or intricate patterns can affect rendering speed and overall performance.

SVG logo file format gets commonly used for:

Logos on responsive websites and web applications
Mobile application icons
Infographics and data visualisation
Animation and interactive graphics on the web

Pros of SVG format

Scalability without loss in quality
Small file size
Can be edited using text editors (coding) or vector graphics software

Cons of SVG logo file:

Being written by code, SVG is a bit more complex to work with
Older browsers may have limited support for some features or effects

Raster Logo File Formats

Raster logo formats are composed of pixels. They are resolution-dependent, meaning you cannot scale them without a loss in quality.

Raster files are formed by grids of individual pixels creating the entire image, much like a mosaic. They are perfect for complex designs with detailed colour variations and gradients, as these elements can be challenging to express as vectors.

The most commonly used raster files for logos are JPG and PNG.

JPG

JPG (Joint Photographic Experts Group) files are compact in size due to compression, which is making them popular for digital and web applications.

But they may not always be the optimal choice for logo files due to limitations in quality and transparency.

JPG files primarily use the sRGB colour profile. Although you can embed other colour profiles in a JPG file, they may not get recognised by all applications and devices.

JPG logo file format gets commonly used for:

Displaying logos on social media and other digital applications
Digital marketing materials, such as digital ads, email campaigns, and social media posts

Pros of the JPG format

Small file size
Supported by most software, devices, and web browsers

Cons of the JPG format

Don’t support transparency
Loss in quality due to compression
Don’t scale well without quality loss

PNG

PNG (Portable Network Graphics) is a widely used raster logo file format that supports transparency and retains quality.

If no vector logo is at hand, PNG is often the second-best option.

Like JPG, PNG files primarily use the sRGB colour profile. Although you can embed other colour profiles, they may not get recognised by all applications and devices.

PNG logo file format gets commonly used for:

Website logos, social media icons, digital ads, app interfaces, and other digital applications
Placed on various backgrounds or layered with other design elements

Pros of PNG format

Preserves original image quality
Supports alpha channel transparency
Supported by most software, web browsers, and devices

Cons of PNG format

Larger file sizes compared to JPG
Limited, not lossless scalability

There are other vector-based formats not as commonly used, such as PSD(Adobe Photoshop Document), TIFF (Tagged Image File Format) or BMP(Bitmap). But I will not go into detail here.

Likewise, there are more vector-based formats that may come in handy. For example, an embroidery company may request a DXF (Drawing Exchange Format) file.

Colour Profiles and Logo File Formats

I’ve mentioned colour profiles a few times.

By understanding the relationship between colour profiles and logo file formats, you can make informed decisions about which combination best suits your specific needs, whether it’s for digital use, print materials, or both.

Let me explain.

We use different colour profiles for various applications — generally, RGB for digital use and CMYK or Pantone for printing.

Some file formats, such as EPS, AI, or PDF, can store colour profiles within the file, ensuring accurate preservation and replication of logo colours. On the other hand, formats like JPG and PNG have limited capabilities in this regard.

By storing colour information, you can guarantee that your logo’s colours are maintained and accurately reproduced when opened or printed, ensuring a consistent brand experience.

Let’s look at three different colour systems:

RGB

RGB (Red, Green, Blue) is the go-to colour profile for logos designed for digital applications, such as websites and mobile apps.

RGB is an additive colour system. It uses various combinations of red, green, and blue light to generate a range of colours. The absence of light in all three channels results in black, while the full intensity of red, green, and blue light combined creates white, just as in sunlight.

RGB has different profiles like sRGB and Adobe RGB, each with its unique characteristics.

CMYK

Logos intended for print materials, like business cards or brochures, should be saved in CMYK (Cyan, Magenta, Yellow, Key/Black) colour mode.

CMYK is a subtractive colour model. It involves layering cyan, magenta, yellow, and black inks to produce a range of colours.

Printers typically specify the CMYK profile they use, which is based on the print technique and industry standards. Common CMYK profiles include Fogra 39 and SWOP.

Pantone

Pantone is a standardised colour-matching system widely used in printing. While CMYK colours may vary between printers, Pantone ensures consistent and precise colour reproduction across different print materials.

Some Pantone colours, such as metallic gold or vivid neon shades, offer effects not achievable with CMYK printing.

Who Needs Which File Format?

As you see, logo file formats are a complex topic. Different people working on your brand will need different files and settings from you.

To make it easy for you, here is a quick overview of who needs which file format:

Graphic Designers: AI, EPS
Web Designers, Web Developers or Digital Marketers: SVG, PNG, JPG
Printers or Publishers: PDF, AI, EPS
Signage or Embroidery Companies: AI, EPS, DXF

Key takeaways

There are two groups of logo file formats: vector and raster formats.
Vector logo formats like EPS, AI, and PDF are resolution-independent, scalable, and ideal for geometric designs and illustrations.
Raster logo formats, like JPG and PNG, are composed of pixels and are suitable for complex designs with detailed colour variations and gradients.
Different logo file formats have pros and cons, such as compatibility, file size, and editing capabilities.
Colour profiles, such as RGB, CMYK, and Pantone, can be embedded in some file formats. They play a role in accurately reproducing the colours of your logo.

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Originally published on my blog.

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