Choose the right logo file formats for the right purpose
Ah, the moment you sign off your brand new logo and receive it in a multitude of file formats from “logo.png” to “logo.eps”. Some familiar and some you never knew existed. So, which one do you use?
Put simply, use the logo file format that’s fit for purpose. This article explains when and why you should use logos in some of the most common file formats:
- EPS (Encapsulated PostScript)
- SVG (Scalable Vector Graphic)
- PDF (Portable Document Format)
- PNG (Portable Network Graphic)
- JPEG (Joint Photographic Experts Group)
EPS (Encapsulated PostScript)
EPS is a graphics file format for vector graphics. For those not familiar with the term “vector graphics”, the are infinitely scalable without loosing quality. As a result, your logo will be high quality whether it appears on a billboard or a business card. Common uses for this file type include printing and editing, though, we wouldn’t recommend editing your new logo.
Where to use an EPS logo file?
- In print. If a printer requests a logo, send an EPS.
- Send to a designer. If you are using a professional designer/design agency for material such as brochures, stationery or even a websites and app, send them an EPS.
How to open an EPS file?
For the average computer user, it may be difficult to open an EPS without design software such as Adobe Illustrator but don’t let that dissuade you from sending this to a printer. Freely available software like Inkscape for instance, are capable of opening and even editing EPS files.
Why use an EPS logo file?
- Infinitely scalable
- Always high quality
- Editable with the right software
- Supports transparent backgrounds
SVG (Scalable Vector Graphic)
An SVG is a vector-based file format therefore, they can be edited with design software such as Adobe Illustrator. SVGs are defined in XML text files and as a result, can be created and edited in a text editor making it a popular choice for use on websites.
Where to use an SVG logo file?
- Websites
- Send to a front-end web developer. If you are using a professional designer/design agency for websites and app development, send them an SVG.
How to open an SVG file?
SVG files open in browsers like Chrome, Firefox, Safari and Edge. They also open in design software such as Adobe Photoshop and Adobe Illustrator. Inkscape and GIMP are examples of free software that can also open SVG files.
Why use an SVG logo file?
- Infinitely scalable
- Always high quality
- Editable with the right software
- Supports transparent backgrounds
- Small file size compared to transparent alternatives like PNGs
PDF (Portable Document Format)
Developed by Adobe, the PDF format was created to present text and image documents regardless of software, hardware or operating system. Therefore, PDFs are easily opened as standard on many operating systems across a range of devices.
Where to use a PDF logo file?
- In print. If a printer requests a logo, send a PDF.
- Send to a designer. If you are using a professional designer/design agency for material such as brochures, stationery or even a websites and app, send them an PDF.
- Internal printing. (Employee handbooks, delivery notes and more)
How to open a PDF file?
There are many ways to open a PDF, including most modern browsers but by far the most popular way of opening a PDF is to download Adobe Acrobat Reader. It’s free to download and often pre-installed on many computers.
Why use a PDF logo file?
- Supports transparent backgrounds
- Simple to share, easy to access
- Well known file format
PNG (Portable Network Graphic)
The PNG format was designed for transferring images over the internet, which makes them ideal for most digital purposes. PNGs are raster-graphics meaning once they are scaled past their original size, they begin to look pixelated. While it is possible to print a PNG, it is not recommended.
Where to use a PNG logo file?
- Websites
- Apps
- Digital presentations
- Social media profiles
- Online directories
How to open a PNG file?
PNGs open on computers and devices as standard. No need for additional software or applications.
Why use a PNG logo file?
- Use PNGs if a vector based alternative isn’t available such as an SVG
- Easy to access
- Supports transparent backgrounds
- Quality is not lost when you re-save the image
JPEG (Joint Photographic Experts Group)
JPEG, is one of the most recognised raster-graphic file formats but offers the least versatility for logos. Its lossy method of compression means when the file is re-saved, some quality will be lost.
Where to use a JPEG logo file?
- In print if the logo doesn’t exceed its original file size and can be on an opaque background.
- Internal printing. (Employee handbooks, delivery notes and more)
- Websites, where an opaque background is not an issue
- Email signatures
How to open a JPEG file?
PNGs open on computers and devices as standard. No need for additional software or applications.
Why use a JPEG logo file?
- Use JPEGs if a vector based alternative isn’t available such as an SVG
- Easy to access
- High resolution at original size
- Smaller file size when compared to PNGs
Wrapping up
Logo file formats that use vector-based graphics are the most versatile. They are infinitely scaleable without loss of quality and can also be edited. One downside is they often require specific design software to open.
File formats that use raster-graphics are much more accessible however they can’t be edited. Additionally, scaling raster-graphics affects image quality.
In summary:
- JPEG and PNG logos: Good for digital purposes – Digital presentations, social media etc.
- EPS, SVG and PDF logos: Send to printers, designers and developers for high quality results.
