You finally have a logo you love, and a designer sends over a folder with a dozen files: SVG, PNG, PDF, JPG, some in colour, some white, some black. Then a printer asks for “a vector file”, a social media platform crops your logo into a circle, and the signwriter says the image you sent is too low quality.
This guide explains which logo files you should have, what each format is for and which one to send when someone asks.
Vector vs raster: the one thing to understand
All logo files fall into two groups.
- Vector files (SVG, EPS, AI and most PDFs) are made from shapes defined mathematically. They can be scaled to any size, from a business card to a billboard, without losing quality.
- Raster files (PNG and JPG) are made of pixels. They look sharp at the size they were made for, but become blurry or blocky if enlarged.
Your master logo should always exist as a vector file. Raster versions can be exported from it at whatever size you need.
The main formats and when to use them
SVG
A vector format that works well on websites. It stays crisp on any screen and usually has a small file size. Ideal for your website header and anywhere online that accepts it.
PDF (vector)
The most widely accepted vector format for print. If a printer or signwriter asks for a vector file and you aren’t sure what to send, a vector PDF is usually a safe choice.
EPS and AI
Professional design formats, mainly used by designers, printers and sign makers. You may not be able to open them yourself, but keep them safe and send them when requested.
PNG
A raster format that supports a transparent background. Use it for social media, presentations, email signatures and documents where you need the logo on a coloured background without a white box around it.
JPG
A raster format without transparency. Fine for photos, but rarely the best choice for a logo, since it adds a background and can blur fine edges.
The versions you should have
Format is only half of it. A complete logo pack usually includes several versions:
- Full colour for use on white or light backgrounds.
- Reversed (white) for dark backgrounds and photos.
- Black for single-colour printing, stamps and engraving.
- Horizontal and stacked layouts for wide spaces like website headers and tall spaces like signage.
- Icon or logomark on its own, for social media profile pictures and website favicons, where the full logo is too small to read.
If your logo only exists in one version, it will often be squeezed into places it doesn’t fit. Our article on choosing colours and type explains why consistency matters.
Quick guide: what to send
- Website developer: SVG, plus PNG versions.
- Printer (business cards, flyers): vector PDF, plus your colour codes.
- Signwriter or vehicle wraps: vector PDF, EPS or AI.
- Embroidery or merchandise: vector files, plus a simplified single-colour version.
- Social media profile: square PNG of your icon, with space around it for circular crops.
- Email signature: small PNG, sized for the signature.
Keep your colour codes too
Colours look different on screens and in print. Ask your designer for the codes used in each setting:
- HEX and RGB for websites and screens.
- CMYK for standard printing.
- Pantone (PMS) if you need precise colour matching for signage or merchandise.
Make sure you own the files
When you pay for a logo, confirm you receive the original vector files and the right to use them. If your designer disappears, and you only have a small JPG from their email, recreating the logo properly can cost time and money. Store the files somewhere safe and shared, such as a company cloud folder, not just on one person’s laptop.
Owning the design files is also separate from protecting your brand legally. Our guide to business names vs trade marks covers that side.
Missing files or a blurry logo?
Madexify helps small businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip with logo design, logo redraws and complete brand file packs, ready for web, print and signage. See our branding and visual identity services, or contact us to sort out your logo files.
This article is part of our Small Business Branding Guide. Browse all our guides on the guides page.
