Logo file formats explained

Your designer delivered logo files. You have no idea which one to use where. This happens constantly.

Here's what you actually need to know.

SVG: Your most important file

What it is: Vector format. Infinitely scalable without quality loss.Use it for:

• Websites
• Apps
• Large format printing
• Any situation where you need flexibility
Why it matters: A single SVG works at any size. No pixelation, no quality loss, ever.

PNG: Your everyday format

What it is: Raster image with transparent background.Use it for:
• Social media uploads
• Email signatures
• Presentations
• Documents
• Quick sharing
Important: PNG files have a fixed resolution. A small PNG will look bad if you blow it up. Ask for PNG files at various sizes (at minimum: 500px, 1000px, 2000px wide).

PDF: For print

What it is: Print-ready format that preserves vectors.Use it for:
• Business cards
• Flyers and brochures
• Merchandise production
• Professional printing
Why it matters: Print shops expect PDF. It keeps your vectors intact and colours accurate.

JPG: Almost never

JPG files don't support transparency. Your logo ends up with a white box around it.

Only use JPG when the platform specifically requires it and you can control the background colour.

What to ask your designer for

At minimum:

• SVG (master file)
• PNG transparent (various sizes)
• PNG with white background (for platforms that don't handle transparency well)
• PDF (for print)

Also ask for:

• Dark background versions
• Single colour versions (black and white)
• Favicon version if your logo works at 32x32 pixels

The real advice

Keep your SVG safe. Everything else can be generated from it.