Logo File Types Explained: What to Use and When
If you’ve ever opened your logo folder and thought, “Why the heck are there so many versions of the same thing?” — you’re not alone.
The truth is: those different file types aren’t duplicates. Each one has a specific purpose, and knowing which to use (and when) will save you a lot of headaches. Let’s break it down without the jargon.
Vector vs. Raster (The Big Difference)
Before we dive into file types, here’s the key thing to know:
Vector files (like AI, EPS, and PDF) are built with math. That means they can be scaled infinitely—billboard big or business-card small—without losing quality.
Raster files (like JPG and PNG) are made of pixels. They look great at the size they’re created, but stretch them too big and they’ll get fuzzy.
Think of it like this: vectors are your master files, rasters are your everyday-use copies.
The Main Logo File Types
.AI (Adobe Illustrator)
The original, editable file your designer used.
Best for: designers and printers.
Not for: everyday use (you probably won’t even open it).
.EPS
A vector format that’s widely accepted by printers and sign shops.
Best for: sending to vendors when you need embroidery, screen printing, or large-scale graphics.
Not for: web use (you can’t upload it to your website or socials).
A flexible file that often preserves vector info.
Best for: sending a logo to someone who just needs to see it or print it.
Nice backup when you’re not sure if they can handle AI or EPS.
.JPG
A flat image with a solid background (usually white).
Best for: social media, Word docs, quick mockups.
Not for: anything that requires a transparent background.
.PNG
A pixel file that supports transparency (no background).
Best for: websites, social media, or layering your logo over images.
Not for: big printing (can get blurry if stretched too much).
.SVG
A web-friendly vector file.
Best for: websites, apps, and anything digital that needs scalability.
Not every platform supports it yet, but it’s growing in popularity.
Fun fact: You can swap the colors of an SVG in Canva
So… Which One Should You Use?
Posting online? → PNG (transparent) or JPG (if background is fine).
Making a sign, shirt, or anything physical? → EPS or PDF.
Sending to another designer? → AI or EPS.
Website or app? → SVG if possible, PNG if not.
Pro Tip: Organize Your Logo Folder
I like to label logo files by both file type and color version. Example:
Logo-Primary-Color.png
Logo-Primary-White.png
Logo-Primary-Black.png
Logo-Primary.eps
That way you’re never stuck digging through a mystery folder wondering which one will work.
Final Thoughts
Your logo is one of your most important brand assets—don’t let file type confusion get in the way of actually using it. Think of vector files as your masters and raster files as your ready-to-go copies.
And if you ever get stuck, remember: there are no dumb questions about file formats. (Seriously, I’ve re-sent the same EPS file to printers 100 times because clients couldn’t find it—and that’s okay. That’s what I’m here for.)
