When a logo is delivered, a dozen files land on the desktop and the client reasonably asks, "Which of these do I use, and where?" Logo file formats are the least glamorous part of the design process, yet they cause the most day-to-day confusion. In this guide I explain in plain language what formats like SVG, PNG, PDF and EPS are for, which one is the right choice for each medium, and what a good delivery package should contain.
Vector vs. raster: the one distinction that matters
Everything splits into two big families. Vector formats store the logo not as pixels but as mathematical curves and points. That is why they can be scaled from a business card to a building sign without a single pixel ever turning blurry. Raster (bitmap) formats hold a fixed grid of pixels; they are produced for a specific size, and pushing past it makes the edges break apart.
- Vector: SVG, EPS, AI, PDF (with vector content) — infinitely scalable, the source file for print and editing.
- Raster: PNG, JPG, WebP — locked to a specific pixel size, handy for screens and quick sharing.
The practical rule: the master source of a logo should always be vector. Raster versions are copies exported from that source, never the other way around.
SVG — the right choice for the web
SVG (Scalable Vector Graphics) is a web-native vector format and is actually an XML text file. If you are placing a logo in a site header, an email signature or an app interface, SVG is the best option in most cases: the file is tiny, it stays crisp at every screen resolution (retina included), and its color can even be changed with CSS. You can embed it directly in HTML:
<img src="logo.svg" alt="Brand name" width="160">
<!-- or inline, for CSS control -->
<svg viewBox="0 0 100 40" role="img" aria-label="Brand name">
<path d="M10 30 L30 10 ..." fill="currentColor"/>
</svg>One caveat: because an SVG is a text file, the version you send a client should not carry leftover metadata or hidden editing layers. Optimizing it with a tool like svgo shrinks the size and cleans the file at the same time.
PNG — transparent background and screen use
PNG is the most common raster delivery format because it supports transparency (an alpha channel). Anyone who wants to place a logo over a colored background without a white box around it needs PNG: a social profile, a slide deck, an email template, third-party platform uploads. When handing over PNGs, prepare a few sizes — for example 256, 512 and 1024 pixels wide. I do not recommend JPG for logos: it has no transparency, and its lossy compression leaves visible artifacts along sharp edges.
PDF, EPS and AI — print and source files
The physical print world (print shops, signage, textiles) usually wants vector. Three formats stand out here:
- PDF: a universal format that can preserve vector content and that almost anyone can open. It is the safest, lowest-friction option for sending to a print shop.
- EPS: an older vector format still frequently requested in the print industry. Some print shops explicitly ask for EPS.
- AI: Adobe Illustrator's source file — the true "editable original." It usually stays with the designer, but handing it to the client for brand ownership is common too.
Color matters for print as well: screens work in RGB, while print uses CMYK. A good delivery package should include CMYK versions of the print-bound vector files plus the brand's Pantone color codes.
What does a good delivery package look like?
The way to make the client's life easy is to sort files by their purpose. Here is how I typically organize a package:
logo-package/
├── vector/ (SVG, PDF, EPS — scalable sources)
├── web/ (PNGs: color, white, black — transparent)
├── social/ (PNGs cropped for square and round profiles)
├── print/ (CMYK PDF + EPS)
└── brand-guide.pdf (color codes, clear-space rules, usage)Providing three versions of each variant is also a standard courtesy: full color, single-color black and single-color white (reversed). That way the logo stays legible on light, dark and photographic backgrounds alike.
Frequently Asked Questions
Which format should I use for my website?
SVG if possible. It is small, sharp and crisp on every screen. If there is somewhere you cannot use SVG (some older email clients or platforms), a high-resolution PNG with a transparent background is the next best choice.
The print shop asked for a "vector file" — what do I send?
A PDF that preserves vector content is enough for most print shops; if they specifically want EPS, send that format too. Make sure the colors are CMYK and that the text is converted to outlines (curves) so a missing font cannot cause trouble.
Why is JPG unsuitable for a logo?
JPG does not support transparency and uses lossy compression, which causes visible degradation along a logo's sharp edges and flat color areas. For a logo, choose PNG (raster) or SVG (vector).
Want your logo as a complete delivery package with every format? I can prepare a tidy, well-organized logo package ready for web, social media and print. Get in touch and let's make sure your brand looks sharp in every medium.