Free guide
Logo file format guide
Every logo project should end with a folder of files — but most people never learn what each one is for. This guide explains every common logo format, when each one wins, and the export checklist your brand should keep forever.
| Format | Type | Transparency | Best for |
|---|---|---|---|
SVG Scalable Vector Graphics | Vector | Yes | Websites, apps, and UI — crisp at any size and tiny in file weight. The default choice for digital. Ideal for icons, favicons (via export), and any on-screen brand mark. |
PNG Portable Network Graphics | Raster | Yes | Documents, slide decks, social graphics, and anywhere a flat image is required. Export at 2–3x the display size so the logo stays sharp on high-DPI screens. |
JPG Joint Photographic Experts Group | Raster | No | Photos and previews where transparency isn't needed and small file size matters. Avoid for logos on colored backgrounds — the white box it forces looks unprofessional. |
AI Adobe Illustrator | Vector (source) | Yes | The master source file your designer edits. Print shops may request it directly. Keep this even if you can't open it — it's the file every future redesign starts from. |
EPS Encapsulated PostScript | Vector | Yes | Legacy print workflows and some merchandise vendors (embroidery, signage). Effectively interchangeable with AI for most vendors; ask what they accept. |
Portable Document Format | Vector | Yes | Sharing previews with stakeholders and submitting to print vendors. PDF preserves vectors, so it scales — but it's a container format, not an editable master. |
WebP Web Picture format | Raster | Yes | Web pages where PNG files would be heavy; supported by all modern browsers. Export as a fallback alongside SVG — don't make it your only web format. |
Which format when
- My logo on a website or appSVG
- A slide deck or Word documentPNG (transparent, 2x size)
- Merchandise, signage, or embroideryAI or EPS from the vendor's spec
- A social media profile picturePNG at the platform's recommended size
- Sending the logo to a new designerAI + SVG + PNG, plus the brand guidelines
The logo export checklist
When a logo project is complete, the deliverable folder should contain at minimum:
- A vector master (AI or SVG) you can edit forever
- SVG for web and digital products
- Transparent PNG in color, white, and black versions
- A square version for avatars and favicons
- A horizontal version for headers and signatures
- Usage rules: minimum size, clear space, and allowed backgrounds
If a designer hands you a single JPG and calls the project done, the file set is incomplete — ask for the vector master before you pay the final invoice.