Logo design · 6 min read
Logo file formats explained: which logo files you need and when to use each one
SVG, PNG, PDF, EPS, JPG and AI: a plain guide to logo file formats, which one to use on your website, social media and print, and the full set of files a designer should hand over.
Jakaria MahmudBrand strategist and brand identity designer ·
Use SVG for websites and anything that needs to scale, PNG with a transparent background for social media, slides and documents, and PDF for print. Keep the editable source file, usually AI or Figma, safe for future changes. A professional logo handover includes all of these, in full colour, black and white versions, for both screen and print.
I am Jakaria Mahmud, a logo and brand identity designer. The most common problem I see after a logo project is not the design, it is the files: a blurry logo on a sign, a white box behind the logo on a website, or a printer asking for a format nobody has. This guide explains each format so that never happens to you.
Short answer. The main logo file formats are SVG, PNG, JPG, PDF, EPS and AI. Vector formats (SVG, PDF, EPS, AI) scale to any size without losing quality and are best for print and large uses. Raster formats (PNG, JPG) are made of pixels and are best for screens at a fixed size. For most businesses: SVG for the website, transparent PNG for everyday digital use, PDF for printers and the AI or Figma file as the master source.
Vector vs raster: the one thing to understand
Every logo file is either vector or raster. A vector file stores shapes as mathematical paths, so it stays perfectly sharp at any size, from a favicon to a billboard. A raster file stores a grid of pixels, so it looks fine at the size it was exported but turns blurry or pixelated when you enlarge it.
Your logo should always be designed in vector. Raster files are exported from that vector master for specific uses. If the only file you have is a small JPG, you do not really have a logo file yet. See how to design a logo for how the vector master is built.
Logo file formats at a glance
| Format | Type | Transparent background | Best for | Avoid for |
|---|---|---|---|---|
| SVG | Vector | Yes | Websites, apps, any size on screen | Some email clients and older office software |
| PNG | Raster | Yes | Social media, slides, documents, email | Large print or enlarging |
| JPG | Raster | No | Photos with the logo on them | The logo itself on coloured backgrounds |
| Vector (when exported correctly) | Yes | Print, sharing with printers and partners | Uploading to websites | |
| EPS | Vector | Yes | Older print workflows that still request it | Everyday use |
| AI / Figma | Vector source | Yes | Editing the logo in the future | Sending to people without design software |
What each logo file format is for
SVG: the best format for your website
SVG (Scalable Vector Graphics) is a vector format built for the web. It stays sharp on every screen, including high resolution displays, and the file is usually tiny, which helps page speed. Use it for your website header, footer and favicon where supported.
PNG: the everyday digital file
PNG supports a transparent background, so the logo sits cleanly on any colour. Use it for social media, presentations, documents and email signatures. Export it large, for example at least 1000 pixels wide, so it never needs to be enlarged.
JPG: rarely the right choice for a logo
JPG compresses images and does not support transparency, so your logo appears inside a white or coloured box. It is fine for photos, but avoid it for the logo itself.
PDF: what printers want
A PDF exported from your design software keeps the logo as vector, so it prints sharply at any size. Most printers and sign makers accept PDF, and anyone can open it.
EPS: the older print format
EPS is a legacy vector format. Some printers and promotional product suppliers still ask for it, so it is worth having, but PDF and SVG have replaced it for most uses.
AI and Figma: your master source files
The AI (Adobe Illustrator) or Figma file is the editable original. You need it to make changes later, create new versions or brief another designer. Make sure you receive it and own it.
RGB, CMYK and Pantone: colour versions explained
- RGB is for screens: websites, social media and apps.
- CMYK is for standard printing: business cards, brochures and packaging.
- Pantone (spot colour) is for exact colour matching in professional print, signage and merchandise.
Using an RGB file for print can make colours look dull or shifted, so keep separate files for screen and print. Your brand guidelines should list the exact colour codes for each. For choosing the colours themselves, read how to choose brand colors.
The logo files a designer should give you
A complete logo package usually includes:
- Versions: primary logo, secondary or stacked logo, and the symbol or icon on its own.
- Colour variations: full colour, one colour black, and reversed white for dark backgrounds.
- Formats: SVG, PNG (transparent), PDF, EPS and the editable AI or Figma source.
- Colour modes: RGB files for screen and CMYK files for print, plus Pantone references if needed.
- Small sizes: a favicon and app icon version that stays readable at very small sizes.
- Rules: clear space, minimum size and colour codes, ideally in a short guidelines document.
If a designer only sends a single PNG, ask for the rest before the project closes. Full file ownership is something to confirm before you start; see how much a logo costs for what a fair package should include.
Which logo file to use: quick guide
| Where the logo goes | Use this file |
|---|---|
| Website header and footer | SVG (PNG as a fallback) |
| Social media profile | Square PNG of the symbol or icon |
| Presentations and documents | Transparent PNG |
| Email signature | Small PNG |
| Business cards and brochures | CMYK PDF |
| Signage, vehicles and large print | Vector PDF or EPS, Pantone if specified |
| Changes or new versions | AI or Figma source file |
Common logo file mistakes
- Stretching a small PNG or JPG. Always go back to the vector file instead.
- Using a JPG on a coloured background. You get a white box around the logo.
- Sending RGB files to a printer. Colours can shift; send CMYK or Pantone files.
- Losing the source file. Without it, every future change means rebuilding the logo. If that already happened, see how to fix or rebuild a logo.
Planning motion, icon and 3D versions too? See the future of logo design.
The takeaway
Design your logo in vector, keep the AI or Figma source file, and export SVG for the web, transparent PNG for everyday digital use and PDF for print, in both RGB and CMYK. With a complete logo package and simple rules, your logo will look sharp everywhere it appears.
Every logo design and brand identity project I deliver includes the full set of files, colour versions and source files, with full ownership. See recent work or book a free 30 minute call.
Frequently asked questions
A logo should be designed in a vector format such as AI or Figma and delivered as SVG for websites, transparent PNG for everyday digital use and PDF or EPS for print. Vector files scale to any size without losing quality.
SVG is better for websites because it stays sharp at any size and is usually a smaller file. PNG is better where SVG is not supported, such as many email clients, social media uploads and office documents.
Most printers prefer a vector PDF in CMYK colour, and some still request EPS. For exact colour matching in signage or merchandise, provide Pantone colour references as well.
Export the logo as a PNG or SVG with the background turned off. JPG files cannot have a transparent background, so always use PNG or SVG when the logo sits on a coloured surface.
A complete package includes the primary logo, alternate layouts and icon, in full colour, black and white versions, as SVG, PNG, PDF, EPS and the editable AI or Figma source file, in RGB and CMYK, with basic usage rules.
Jakaria Mahmud, a logo and brand identity designer at jakaria.design, delivers complete logo packages with every format, colour version and source file for startups and businesses in the USA, UK and worldwide.
