Insights · Branding
Understanding Different File Types: A Guide for Using Your Logos
When you receive your logo package, you’ll notice that we provide multiple file types. Each type has its unique characteristics and uses, ensuring your logo looks its best across various platforms and mediums. Here’s a breakdown of the most common file types and how to use them effectively. Have questions? Shoot us a message!
Vector Files: AI, EPS, and SVG
AI (Adobe Illustrator)
AI files are editable vector files created in Adobe Illustrator.
- Best Use: Use AI files for any design work that requires scalability without loss of quality. This includes print materials like business cards, brochures, and banners.
- Why It’s Useful: Because they are vectors, AI files can be resized to any dimension without pixelation, making them perfect for both large-scale prints and small digital use.
EPS (Encapsulated PostScript)
EPS is another vector format widely used in the design industry.
- Best Use: EPS files are ideal for professional printing. They can be used by most graphic design software, making them versatile for various applications.
- Why It’s Useful: Like AI files, EPS files maintain high quality at any size and are easily editable by designers.
SVG (Scalable Vector Graphics)
SVG files are vector images that can be used on the web.
- Best Use: SVGs are perfect for websites and digital applications because they are lightweight and scalable.
- Why It’s Useful: They load quickly on web pages and look crisp on any screen size or resolution.
Raster Files: PNG, JPG, and GIF
PNG (Portable Network Graphics)
PNG files are raster images that support transparency.
- Best Use: Use PNGs for web graphics, such as logos on websites, social media, and presentations.
- Why It’s Useful: PNG files support transparent backgrounds, making them ideal for overlaying on different coloured backgrounds without a white box around the logo.
JPG/JPEG (Joint Photographic Experts Group)
JPG files are compressed raster images. These files can be either print or web resolution.
- Best Use: Ideal for photographs and images on websites and social media.
- Why It’s Useful: While not suitable for images with transparency, JPGs are perfect for high-quality images with smaller file sizes, making them faster to load.
GIF (Graphics Interchange Format)
GIF files are raster images that support animation.
- Best Use: Use GIFs for simple graphics, small animations, and low-resolution clips.
- Why It’s Useful: While not typically used for logos, GIFs can be useful for animated elements in digital marketing.
Print Files: AI, EPS, SVG, PNG, JPG, and PDF
In order for any file to be considered print-ready it must be 300dpi minimum, CMYK, and preferably the correct size that you wish to achieve in print. Any of the files listed above can be used in print, so long as they fit the list of basics outlined. If you aren’t sure, double-check with us!
Choosing the right file
Web & Digital
SVG and PNG are your go-to formats. SVG for scalable vector graphics on websites and PNG for transparent background images. If you’re trying to keep file-sizes down for web images that don’t require scalability or transparency – JPG is your best friend, every time.
Print Materials
Use AI, EPS, or high-resolution PDF, JPG, or TIF files to ensure your logo prints sharply on various materials. If you aren’t quite sure which to choose – ask your printer, or shoot us a message. We’ll be able to point you in the right direction.
Social Media
JPG for photographs and complex images where a small file size is beneficial, and PNG for images requiring transparency. You shouldn’t need to use any of the higher resolution file types, and quite often the social platforms will upload them in poor quality anyway!
Understanding the different file types and their best uses will help you maintain the integrity and quality of your brand’s logo across all mediums. When in doubt, refer to this guide or consult with your designer to ensure you’re using the right format for your needs. This way, your brand will always look its best, no matter where it appears – print, web, or social media.
Frequently asked questions
What is the difference between vector and raster logo files?
Vector files (AI, EPS and SVG) can be resized to any dimension without losing quality, which makes them ideal for print and scalable web graphics. Raster files (PNG, JPG and GIF) are made of pixels, so they work best at the size they were created for.
A simple way to remember it: vectors are built from mathematical shapes, while rasters are built from tiny dots. Stretch a raster logo too far and it turns blurry or blocky. That's why your master logo files should always be in vector format, with raster versions exported for everyday use. When we deliver a brand identity, we provide a full set of logo files in both formats, along with guidance on when to use each one.
Which logo file should I use on my website?
SVG and PNG are your go-to formats: SVG for scalable vector graphics and PNG when you need a transparent background. For web images that don't need scalability or transparency, JPG keeps file sizes down.
SVG is especially handy for logos because it stays crisp on everything from phones to large high-resolution screens while keeping file sizes small. PNG is a reliable choice when an SVG isn't supported, such as in some email or content tools. Avoid using a JPG logo on a coloured background, since it usually comes with an unwanted white box. If you're unsure which file to use on your website, your designer or brand guidelines should point you in the right direction.
Which logo file should I send to a printer?
Use AI, EPS or a high-resolution PDF, JPG or TIF. Any print file should be at least 300dpi, in CMYK and ideally at the size you want printed; if in doubt, ask your printer or your designer.
Print is less forgiving than screens, so the right file makes a visible difference. Vector formats like AI and EPS are ideal because they scale cleanly to any size, from business cards to signage. CMYK colour ensures your logo prints as close as possible to your brand colours. If your printer asks for something you don't have, reach out to your designer rather than grabbing a logo from your website, which is usually too low-resolution for print.
Which logo file works best for social media?
Use JPG for photographs and complex images where a small file size helps, and PNG for images that need transparency. You don't need the higher-resolution print formats for social platforms.
For profile pictures, most platforms crop images into a circle or square, so it's worth having a simplified version of your logo, such as an icon or monogram, that stays recognizable at small sizes. Check each platform's recommended dimensions, since sizes change from time to time. Keeping your social media branding consistent with your website and print materials helps people recognize you instantly. Good brand guidelines will include social-ready logo files and guidance on using them.
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