BRANDING

Logo Formats: Everything you Need to Know About Them

Understanding what type of logo format to use under any situation is a MUST. If you recently got your brand new logo designed by a professional, you might be wondering what are you supposed to do with all these files?

Feeling overwhelmed already? Don’t panic, I’ll explain all you need to know and how to use your new files.

Using the right type of file for every circumstance will ensure your logo is sharp and presented properly in every situation. You can identify any type of file by its extension (your logo name might look something like this logo.png, logo.eps, logo.ai, etc.). Now let’s talk about the different formats:

 

PNG (Portable Network Graphic)

 PNG files are one of the most common types of files there is, they are mostly used for digital purposes. PNG can be used when placing your logo over color or photography backgrounds (many people refer to them as a watermark).

 

What are the benefits of PNG files?

    • They keep their quality after compression and re-saves.
    • Can display millions of colours.
    • Available with transparent backgrounds.
    • Easy to read and access (you won’t need any special program to open it).

Use PNG files to display your logo on:

    • Websites and blogs.
    • Watermarks.
    • Presentations.
    • Letterheads on Word or Google Docs.
    • Social media profile and cover images.

How to open PNG files?

They are accessible through any computer, laptop, and mobile device since it’s an easy-to-read file format. You can preview it from any browser and email server without having to download it.

JPG/JPEG -Joint Photographic Experts Group

JPG file formats are a universal image format, this is the most commonly used file online and is usually the to-go option for non-designers. It’s a small size file and it tends to lose quality when re-saved multiple times. This type of format does not support transparency.

 

What are the benefits of JPG files?

    • It can be displayed on any device (mobile, laptops, computers and tablets)
    • High image quality, with a small degree of compression.
    • It’s a smaller file size in comparison to other types of formats.

Use JPG files to display your logo on:

    • They are perfect for sending quick previews and thumbnails.
    • They can be used for online purposes, where the image size might be significantly reduced.

Is not recommended for printing purposes, since images might appear blurry after printing.

How to open JPG files?

They are accessible through any computer, laptop and mobile device, since it’s an easy-to-read file format. You can preview it from any browser and email server without having to download it.

Download my Free File Formats Cheat Sheet

Learn where, when, and why to use your new logo files.

SVG - Scalable Vector Graphic Group

Is a vector image, which means it can be resized without losing quality. If you feel a bit lost about this, let me explain. Formats like PNG and JPG are considered pixel formats, this means they are made of tiny color squares that make the image (pretty similar to those old TVs, when you used to get too close to the screen you could see the square containing the colours that form your image). By the contrary, vector images are mathematical calculations that form shapes. If you zoom into a vector graphic the image will look exactly the same). Anyways, vector files always maintain their crispiness and quality no matter their size.

What are the benefits of SVG files?

    • They can be scaled without looking pixelated or grainy.
    • They are Vector file formats, so in most cases they can de edited after saved.
    • It’s a small file size compared to JPG and PNG.
    • They are Web-friendly, so they are ideal for creating responsive apps and websites.
    • Support transparent backgrounds.

Use SVG files to display your logo on:

    • Print material (banners, business cards, posters, etc)
    • Apparel items.
    • Stickers and labels.
    • Websites (please notice they are mostly used by developers and coders, not all website builders accept SVG files)
    • Perfect for sending to your designer (wink wink).

How to open SVG files?

You can open any SVG files from any browser (Chrome, Firefox, Edge, Internet Explorer, etc), any Adobe program or some free online programs like GIMP and Inkscape.

Please notice, not every printer accepts SVG, so check before you send it to ensure you are sending a compatible file.

EPS - Encapsulated PostScript

EPS files are graphic formats for vector-based images. They are also known as “working files” or “master files”.

 

What are the benefits of EPS files?

    • Scalable format (they can be used for any design, small or large).
    • Vector based formats (so they won’t lose quality)
    • They can be easily editable through Adobe Illustrator and Photoshop.
    • Support transparent background.

Use EPS files to display your logo on:

    • Print material (banners, business cards, posters, etc)
    • Apparel items.
    • Stickers and labels.
    • Perfect for sending to your designer.

How to open EPS files?

There’re a few free options you can use like Sketch and Inkscape. But you can also use more common design programs like Adobe Illustrator or Photoshop.

Please notice, most printers and designers accept EPS, but check before you send to ensure you are sending a compatible files.

PDF - Portable Document Format

PDF files are a format you must have heard of before. These types of files were developed by Adobe and are usually used for documentation purposes and sharing images (like your logo hopefully) and graphics. They are used as an alternative to SVG, AI, and EPS, due to its compatibility and easy accessibility.

 

What are the benefits of PDF files?

    • They are easy to read and highly compatible with any computer or mobile device.
    • Supports transparent backgrounds.
    • Easy to share.

Use EPS files to display your logo on:

    • Print material (banners, business cards, posters, etc)
    • Apparel items.
    • Stickers and labels.
    • Perfect for sending to your designer.

How to open PDF files?

Since it’s an easy to read format you can preview it and download it from any computer, laptop, mobile device or tablets. Most popular browsers allow you to preview PDF files without downloading them or using any additional program. But you can use Adobe Acrobat Reader or Preview to open PDF files with your computer.

But to edit PDF files, you’ll need Adobe Illustrator or Photoshop.

 

AI - Adobe Illustrator

These are vector files generated through Adobe Illustrator. It’s a popular format for many designers since it allows you to resize it without losing file quality. They are similar to SVG but are only compatible with Adobe programs.

What are the benefits of PDF files?

    • Supports layers, providing better quality work.
    • Scalable format (they can be used for any design, small or large).
    • Vector-based formats (so they won’t lose quality)
    • They can be easily editable through Adobe programs.
    • Support transparent background.

Use AI files to display your logo on:

    • Print material (banners, business cards, posters, etc)
    • Apparel items.
    • Stickers and labels.
    • This is the preferred format for sending your logo to designers.


Each format has its own specific purpose. But as a great rule of thumbs:

    • If you are using your logo for any digital purpose (from social media posts, to digital presentations) PNG or JPG can do the work.
    • If you need your logo to be high quality and crisp (for printing on business cards, flyers, apparel, etc.) you’ll need a vector base format (SVG, EPS, PDF or AI).
    • If you are sending your logo to a designer to work on new artwork (for logo edits, or developing any kind of graphic for your brand) you’ll need to provide a vector based format (SVG, EPS, PDF or AI).

Don’t forget “You only have 7 seconds to make a great ever lasting impression”, and presenting your logo with a sharp look will garante your brand stays professional and beautiful.

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