You've had a logo designed, and now you're looking at a folder full of files: SVG, PNG, EPS, PDF, some marked RGB, some CMYK, some "reversed". Which one goes on the website, which one goes to the printer, and why does the logo look blurry on your new sign? This guide explains logo file formats in plain English, with a simple cheat sheet.
Vector vs raster
| Vector | Raster | |
|---|---|---|
| How it's made | Mathematical paths and shapes | A grid of pixels |
| Resizing | Sharp at any size | Blurry or pixelated when enlarged |
| Common formats | SVG, EPS, PDF, AI | PNG, JPG, WebP |
| Best for | Master files, print, signage, websites (SVG) | Places that only accept images, photos |
Your designer should provide your logo as vector files. Raster versions can always be made from vectors, but not the other way round without redrawing.
The main formats
SVG
A vector format built for the web. SVGs stay sharp on every screen, are usually tiny in file size and can be styled with code. Ideal for website headers, apps and digital documents. Some email clients and social platforms don't accept SVG.
PNG
A raster format that supports transparency, so the logo can sit on coloured backgrounds without a white box. Use it where SVG isn't accepted: email signatures, social profiles, presentation software. Export at the size needed, or larger.
JPG
A raster format without transparency, compressed for photos. Rarely the right choice for logos, because it adds a background and can show fuzzy edges. Use it only when a platform requires it.
EPS
An older vector format widely used by printers and sign makers. Many suppliers still ask for it.
Can contain vector artwork and is accepted by almost every printer. A good universal choice for print, and easy for anyone to open.
AI
Adobe Illustrator's working file. Useful for designers making changes; most people won't need to open it.
RGB, CMYK and Pantone
| Colour mode | Used for | Note |
|---|---|---|
| RGB / HEX | Websites, apps, screens, social media | HEX codes are the web version of RGB |
| CMYK | Most printing | Colours can look slightly different from screen |
| Pantone (PMS) | Exact colour matching in print | Used for premium printing, merchandise and signage |
Using RGB files for print, or CMYK files on screens, is one of the most common reasons brand colours look wrong.
Which logo versions you should have
- Primary logo: the full version
- Secondary or stacked logo: for square or narrow spaces
- Symbol or icon: for favicons, app icons and social avatars
- Colour, black and white versions
- Reversed version: for dark backgrounds
Cheat sheet: which file to use
| Use | Best file |
|---|---|
| Website header | SVG (or a high-resolution PNG) |
| Favicon | ICO or PNG favicon set, plus SVG |
| Social media profile | PNG, square symbol version |
| Email signature | PNG at display size (about 2× for sharp screens) |
| Word or PowerPoint documents | PNG, or SVG in recent versions |
| Printed business cards and brochures | PDF or EPS, CMYK |
| Large signage | Vector (PDF, EPS or AI), with Pantone references |
| Embroidery and merchandise | Vector file with Pantone colours |
| Video | PNG with transparency, or an animated logo file |
Common logo file mistakes
- Enlarging a small PNG for print or signage
- Using a JPG with a white box on a coloured background
- Sending RGB files to a printer
- Stretching the logo to fit a space
- Recreating the logo from a screenshot
Keep your files organised
Store every version in one shared folder, clearly named: brand-logo-primary-colour-rgb.svg, brand-logo-symbol-white.png, brand-logo-primary-cmyk.pdf. Our guide to building a brand style guide explains how to document logo use.
Logo specs for common platforms
| Platform | Recommended logo asset | Notes |
|---|---|---|
| Website header | SVG | Scales perfectly; keep file size small |
| Favicon | 32 × 32 and 48 × 48 PNG or ICO, plus SVG | Use the simplified symbol |
| Apple touch icon | 180 × 180 PNG | Shown when saved to an iPhone home screen |
| Social profile picture | Square PNG, around 400 × 400 or larger | Symbol often works better than the full logo |
| Social share image | 1200 × 630 PNG or JPG | Logo plus a clear message |
| Email signature | PNG, about 2× the display size | Keep it light to avoid spam filters |
| Presentations | SVG or high-resolution PNG | Use reversed versions on dark slides |
Briefing a printer or sign maker
- Send vector files (PDF, EPS or AI), not screenshots or small PNGs.
- Provide CMYK and Pantone references for exact colours.
- Specify the size and material: paper, vinyl, fabric, metal.
- Ask for a proof, and physical samples for large or permanent signage.
- Share your clear space and minimum size rules from your brand guidelines.
A two-minute check of files and colour references before sending avoids reprints, which are always more expensive than getting it right first time.
How we help
Every logo and identity system we create comes with a complete, organised asset pack in every format and colour mode, plus clear brand guidelines on how to use them.
The short version
Keep vector master files (SVG, EPS, PDF). Use SVG on websites, PNG where SVG isn't supported, PDF or EPS for print, RGB for screens and CMYK or Pantone for print. Never enlarge small raster files, and keep every version organised in one place.
