So, you wanted a new logo and your designer sends you what feels like a million different files when the project is over. It’s totally normal to feel overwhelmed and confused with all the different file types to choose from. The purpose of this article is to help you feel confident about the purpose each file type serves for your brand and the best use practices for each. Looking for an easy cheat sheet you can print off and hang above your desk? I’ve got that for you at the bottom of this article available to download for free.

Quick Takeaways

The ultimate rule of thumb for different logo file usage:

For any digital purpose, from a PowerPoint to watermarks, choose PNG.
For printing business cards, brochures, clothing, swag, and more, choose a vector file. Use SVGs if they’re accepted, if not, send EPS or PDF.
For transparency, use PNG.
If you’re sending to a designer to make changes, send SVG or EPS unless they request otherwise.

Below are the details on everything you need to know about the different logo file types (and how to use them).

To start, let’s break down the most common logo file types. Your designer is likely to send you all or some of the following file types:

PNG
JPG or JPEG
SVG
EPS
PDF

Just like Microsoft Word documents are identified by their .doc or .docx file extensions, logo files can be identified by their extension: logo.png, logo.eps, and so on.

Why do you need different logo file formats?

There are different uses for each logo file type and it’s important that you collect all or a majority of the ones listed above from your designer (double-check the deliverables included in your package first). While some file types are meant to be used on print materials like business cards and t-shirts, others are meant to be used on your website or a billboard. Other file types are called “working files” or “master files”, which means they can be sent to designers for future edits and updates.

This article will break down each file type noted in the bullet list above so you know what it is, how to use it, where to use it, and how to open it.

PNG - Portable Network Graphic

The PNG file type is used for almost any digital purpose and is most commonly used if you need your logo to have transparency (if you are using it on a colored background, for example). PNG is a great file type to use for your digital needs, however, it is not always recommended for print. The biggest advantage of PNG over JPEG is that the compression is lossless, meaning there is no loss in quality each time it is opened and saved again.

What are the benefits of PNG files?

Won’t lose quality when you compress and decompress
Can display millions of colors
Transparent backgrounds (great for layering on top of colored backgrounds or images)
Easy-to-read and access file format (raster file)

Use PNG files to put your logo on:

Websites and blogs (including your favicon)
Presentations
Letterheads on Word or Google Docs
Social media profile and cover photos
Online shops or platforms like Shopify or Etsy
Images (i.e. to add a watermark)

How do I open a PNG file?

PNG file types are an accessible, easy-to-read file format, so you can open them on computers, mobile devices, and tablets. Most browsers also let you view PNG files without having to download them.

JPG, JPEG - Joint Photographic Experts Group

JPG or JPEG file types are one of the most used file formats for logos. They are perfect for maintaining true tone colors while being a relatively small file size, which is why they are commonly used on social media posts or profile images.

What are the benefits of JPG files?

Easy-to-read and access file format (raster file)
Widely accepted and known file format
Small file size

Use JPG files to put your logo on:

Social media posts
Profile images

How do I open a JPG file?

Same as PNG file types, JPG or JPEG files are an easy-to-read file format, so they can be opened on computers, mobile devices, and tablets. Most browsers will also let you view JPG files without having to download them.

SVG - Scalable Vector Graphic

Different from how PNG and JPG file types are made using individually colored pixels, SVGs are developed using mathematical formulas. This means the file is a vector file, which helps it always maintain its quality and never get blurry or “pixelated”. Because of this, SVG logo files should be used whenever they are accepted.

What are the benefits of SVG files?

Can be scaled to any size without losing quality
Vector file format
Small file size compared to PNG or JPG
Web-friendly XML language and editable on design software like Adobe Illustrator
Supports transparent backgrounds

Use SVG files to put your logo on:

Websites (note: must know how to code with most website builders, including WordPress and Squarespace)
Can also be sent to a designer if changes need to be made

How do I open an SVG file?

SVG files can be opened on any browser, Adobe Illustrator, or Adobe Photoshop, and InDesign as long as you have an SVG plugin.

EPS - Encapsulated PostScript

EPS files are a graphic format for vector-based images made in Adobe Illustrator. This file type is used for printing and editing purposes, commonly referred to as “working files” or “master files”.

What are the benefits of EPS files?

Easily scalable for print (can be used as large as a billboard and as small as a business card)
Vector file format
Editable on design software like Adobe Illustrator or Photoshop
Support transparent backgrounds

Use EPS files to put your logo on:

Print materials (business cards, posters, brochures, and more)
Stickers and labels
Clothing and swag
If you need to send your logo to a designer to make changes

How do I open an EPS file?

EPS files are made by Adobe Illustrator, so they can be tricky to open and edit without the Adobe program or Photoshop. Though it’s not recommended for editing purposes, you can download free software like Sketch or Inkscape to access the logo.

PDF - Portable Document Format

PDF files are another file type developed by Adobe. PDFs are commonly used for document purposes, and can also be used to share images, including logos.

What are the benefits of PDF files?

Easy-to-read file format
Formatting stays the same on every device
Supports transparent backgrounds
Easy to share

Use PDF files to put your logo on:

Print materials
Stickers and labels
Clothing and swag

How do I open a PDF file?

PDFs are an easy-to-read file, so they can be opened on computers, mobile devices, and tablets. Most browsers allow you to open this file type without opening it in an additional program after downloading. The ideal program to open with is Adobe Acrobat Reader, which is free to download and comes with most computers. To edit this file type, you’ll need Adobe Illustrator or Adobe Photoshop.

The Low-Down on the Different Logo File Formats (and How to Use Them)