Understanding Logo File Formats

Logo file formats may not be immediately top of mind when working with a Graphic Designer, however it’s important to understand how files for core aspects of your brand are saved for maximum quality across certain channels like print and web. 

So in this post I’ll address logo file formats and things to look out for in ensuring your brand collateral displays crisp and clear the way you intended it to. 

understanding logo file formats - by stephanie design

The file format dilemma 

If you in the past ever noticed your logo doesn’t look as great when you send it to print, or appears fuzzy when you upload to social media or your website, chances are it was sent to you in the wrong format and  resolution. There’s nothing going amiss on your end, you simply didn’t receive the quality you were expecting. 

A Graphic Designer whose conscientious of these things will guide you in the right direction so you have everything squared away for your next project. I also give clients various file formats and explain their usage below.

file formats: Vector versus raster-based


Logo Format – .Eps and .Ai

I should start off by mentioning I create all logo files in Adobe Illustrator. The file format used here is the native vector-based (.ai) but .eps is the gold standard logo file format. These are often referred to as ‘master files.’ The type can be converted to outlines and having this format on hand is very useful for when you need to scale for advertising purposes with no loss of resolution. 

   Where to use: 

  •     In print – if a printer requests a logo  – it’s sent in .eps format

  •     When working with a designer – already have a logo created? Send it to your designer for use on brochures, stationery and other marketing collateral they create for you! 


Raster-based files are flattened image files. Let’s go over the various options that come standard:

Logo format – JPG 

The jpg, or jpeg, is the most commonly used image file format. It was designed by photographers for use with photographs to ensure a smooth transition between colors. A jpg file does not support transparent backgrounds.

Logo Format – PNG 

Chances are if you’ve used a logo before on the web, it came in this format. It ensures a transparent background so you can easily overlay on top of colored backgrounds or add over images. PNG files are generally larger and area ideal for logos but not a great option for photographs. Like the rest of the raster-based file formats, once the file is scaled up past its original size it starts to look pixelated. 

Logo Format – PDF 

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.

How to Save Logo Files for Print

Saving a file as .EPS in Adobe Illustrator will automatically set you up for high-resolution printing which is 300dpi. 

In conclusion

I hope that resolved the logo file types and formats dilemma. Keep in mind the logo file formats that use vector-based graphics are the most versatile and designers will provide this format. All other files mentioned in this post can be created from these file formats. 

February 12th, 2023


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