Vector files like AI, EPS, SVG, and PDF scale infinitely without quality loss. Raster files like PNG and JPG are resolution-dependent and unsuitable for print or resizing logo files.
You just got your logo designed. The designer sent you a ZIP file with 12 different files inside — AI, EPS, SVG, PDF, PNG, JPEG, and a few others you’ve never heard of. Your print shop is asking for an EPS. Your web developer wants an SVG. Your social media manager just wants something that works.
Which file do you use where? And what do you do if you don’t have the format you need?
This guide explains every major logo file format — what it is, what it’s for, when to use it, and when not to. By the end, you’ll know exactly which file to send to every vendor, every time.
Key Takeaways
- Logo file formats split into two categories — vector formats (AI, EPS, SVG, PDF) which are mathematically defined and scale to any size without quality loss, and raster formats (PNG, JPG, WebP, GIF, TIFF) which are pixel-based and degrade when enlarged
- AI is the industry-standard working format for logo design, editable only in Adobe Illustrator, and should be the master file kept on file for all future edits — it is the source of truth for every other format
- EPS is the universal print format accepted by virtually every printer, embroiderer, sign maker, and professional vendor — if a vendor asks for a vector file, they almost always mean EPS
- SVG is the correct format for web and digital use — it renders sharply at any screen resolution, is supported natively by all modern browsers, and can be styled and animated with CSS
- PNG is the only raster format appropriate for logo use on digital platforms because it supports transparent backgrounds — JPG does not support transparency and should never be used for logos
- Every business should maintain a complete logo file set covering SVG, AI or EPS, PNG on transparent background, PNG on white background, PDF, and both full-color and single-color versions on dark and light backgrounds
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The Two Categories: Vector vs. Raster
Before diving into individual formats, you need to understand the fundamental divide in logo file types.
Vector Files
Vector files define graphics using mathematical paths — lines, curves, and shapes described by coordinates and equations rather than pixels. This means vector images can be scaled to any size without losing quality. The same AI file that prints crisply on a business card will print equally crisply on a 40-foot billboard.
Vector file types: AI, EPS, SVG, PDF (when saved as vector)
When to use: Printing at any size, sign making, embroidery, screen printing, vinyl cutting, any professional production application.
The golden rule: Your logo should always exist as a vector file. This is non-negotiable for any professional logo.
Raster Files
Raster files define graphics as a grid of pixels. Scale them up past their native resolution and they become blurry — this is called pixelation. A raster logo that looks fine at 300px wide will look terrible at 3,000px wide.
Raster file types: JPEG, PNG, GIF, TIFF
When to use: Web display, email signatures, social media, any use where the logo will be displayed at a fixed size on screen.
The trap: Many business owners only have raster versions of their logo (usually a JPEG saved from their website) and discover the problem when they first need to print something large. If you only have a JPEG, you need to get your logo vectorized.
Vector File Formats Explained
AI — Adobe Illustrator
What it is:
The native file format of Adobe Illustrator. An AI file is a fully editable vector file that preserves layers, color swatches, text (with fonts), and all the construction of the original logo design.
Best for:
Working with a designer who uses Illustrator. Keeping your master editable logo file. Making changes to the logo.
Can be opened by:
Adobe Illustrator only (natively). CorelDRAW can import AI with some limitations.
When to send to vendors:
Only if the vendor specifically asks for an AI file and you know they use Illustrator. Most print vendors prefer EPS.
Important note:
AI files require the same fonts used in the logo to be installed on the recipient’s system, or the text must be “converted to outlines” (flattened to paths) before sending. Always ask your designer to send an “outlined” AI file so fonts aren’t an issue.
EPS — Encapsulated PostScript
What it is:
The industry-standard vector file format for professional print production. EPS has been the standard for commercial printing for decades. It’s universally readable by professional design and production software.
Best for:
Sending to print shops, sign makers, screen printers, embroidery digitizers, and any professional production vendor. EPS is the format that says “I have a professional logo setup.”
Can be opened by:
Adobe Illustrator, CorelDRAW, Inkscape and virtually every professional design application. Most professional RIP (Raster Image Processor) software at print shops reads EPS natively.
When to send to vendors:
This is your default professional logo file. When in doubt, send EPS.
Important note:
Like AI files, EPS files should be sent with fonts outlined. When a designer delivers your logo, ask for an “outlined EPS” — this means text has been converted to vector paths so no fonts are needed.
SVG — Scalable Vector Graphics
What it is:
An XML-based vector format designed specifically for web and digital use. SVG files can be embedded directly in HTML, styled with CSS, and animated with JavaScript. They’re the correct choice for any web implementation of a logo.
Best for:
Website logos, web apps, responsive design (SVG logos stay sharp on retina/high-DPI displays), email HTML templates, and any digital use where the logo needs to scale to different sizes.
Can be opened by:
Any web browser, Adobe Illustrator, CorelDRAW, Inkscape, and most design tools. SVG can be viewed directly in a browser by dragging the file into a browser window.
When to use:
Your website developer will likely ask for SVG. If they haven’t — they should be using SVG for your logo. SVG logos are typically 5–10x smaller in file size than equivalent PNG files, load faster, and stay perfectly sharp on any screen.
Important note:
SVG files are text (XML) files — they can be opened and edited in a text editor. Complex gradients and effects sometimes behave differently across browsers. For logos with complex shading, test in all major browsers before going live.
PDF — Portable Document Format
What it is:
A universal document format that can contain both vector and raster content. When a vector logo is exported as PDF, it remains a vector file — scalable, print-ready, and editable in Illustrator. When a raster image is exported as PDF, it’s just a raster wrapped in a PDF container.
Best for:
Sharing logos with non-designers who need to view them accurately. Sending to vendors who use PDF workflow (some print shops prefer PDF over EPS for modern equipment).
Can be opened by:
Every computer with a PDF reader (Adobe Acrobat Reader, Preview on Mac, Edge on Windows). Also editable in Adobe Acrobat Pro or Illustrator.
When to use:
As a sharing format when you need someone to see exactly how the logo should look. As a print delivery format when your print shop specifically requests PDF. For including your logo in larger documents.
Important note:
Always ask your designer for a “vector PDF” of your logo specifically. A PDF that looks sharp is not necessarily a vector PDF — it could be a rasterized image inside a PDF wrapper, which won’t scale cleanly at large sizes.
Raster File Formats Explained
PNG — Portable Network Graphics
What it is:
A raster format that supports transparency (alpha channel). PNG is the most useful raster logo format because it allows the background to be transparent — the logo can be placed on any colored background without a white box behind it.
Best for:
Web use, email signatures, social media, PowerPoint presentations, Word documents, any digital use where you need a transparent background.
Not suitable for:
Print production at large sizes. High-quality printing. Any application requiring a vector file.
When to use:
This is your everyday, all-purpose digital logo file. Use PNG for anything on screen. Keep at least one large PNG (2,000px+ wide) in your brand assets for digital use.
Important note:
PNG files should always be exported at the largest useful size — you can scale them down without quality loss, but not up. Ask your designer for a PNG at least 2,000px on the longest side.
JPEG — Joint Photographic Experts Group
What it is:
A compressed raster format optimized for photographs. JPEG does not support transparency — saving a logo as JPEG produces a white (or colored) background around the logo.
Best for:
Almost nothing that a PNG doesn’t do better. JPEG is the format you end up with when someone screenshots a logo from a website or saves it from social media.
Not suitable for:
Any serious logo use. Transparent backgrounds. Print at large sizes. Repeated editing (each save degrades quality).
When to use:
Only when a system specifically requires JPEG and PNG isn’t accepted. Some social media advertising platforms require JPEG for certain ad formats.
The trap:
Most business owners who “don’t have the original logo files” are working from a JPEG they saved from their own website. This is a raster file at low resolution with a white background. It cannot be used for professional print production and needs to be vectorized.
GIF — Graphics Interchange Format
What it is:
A raster format with limited color support (256 colors maximum) that supports animation. For static logos, GIF is inferior to PNG in every way.
Best for:
Animated logo versions for web use.
Not suitable for:
Static logo use (use PNG instead). Any professional application.
TIFF — Tagged Image File Format
What it is:
A high-quality raster format commonly used in professional print workflows and photography. TIFF files are large and uncompressed, preserving maximum image data.
Best for:
High-quality print production when a raster file is required (some print workflows require TIFF specifically). Photo editing intermediate saves.
Not suitable for:
Web use (too large for web delivery). Replacing a vector file in professional production.
“I Only Have a JPEG” — What To Do
This is the most common logo file emergency: a business has been operating for years with a JPEG version of their logo saved from their website, and now they need to print a large banner, embroider a logo on clothing, or send something to a professional printer.
The solution is vector logo conversion — redrawing the logo by hand in Adobe Illustrator to create a clean vector EPS, AI, and SVG.
A professional vector logo conversion service takes your JPEG (or any raster source) and produces:
– A hand-drawn AI/EPS file (fully editable master)
– SVG for web use
– Multiple PNG versions at different sizes
The process takes 24–48 hours for most logos and costs significantly less than having a new logo designed from scratch.
What you need to do:
Gather the highest-resolution version of your logo you can find (from your website, a printed document, even a high-quality photo of something with the logo printed on it). Send it to a vector conversion service with your brand color values (Pantone, CMYK, or hex). Receive your professional logo file set.
The Complete Logo File Set: What Every Business Should Have
A properly maintained logo brand asset folder should contain:
Vector masters (for professional production):
– Logo_Master.ai (editable, with fonts)
– Logo_Master_Outlined.ai (editable, fonts converted to paths)
– Logo_Master_Outlined.eps (for print vendors)
– Logo_Master.svg (for web use)
– Logo_Master.pdf (for sharing and some print workflows)
Color variations:
– Full color version (for use on white/light backgrounds)
– Reversed version (white logo for use on dark backgrounds)
– Single-color version (black, for simple applications)
– Single-color version (white)
Raster exports:
– Logo_2000px.png (transparent background, large size)
– Logo_500px.png (for thumbnails, favicons, small uses)
– Logo_social.png (sized for each platform: LinkedIn, Instagram, etc.)
Color swatches document:
A one-page PDF showing the logo in all variations with Pantone, CMYK, RGB, and hex color values specified.
VectorWiz Vector Logo Conversion
If you need to convert your existing logo from raster to vector — or if you need to build out a complete logo file set from a single source file — our vector logo conversion service handles the full process.
What we deliver:
– Hand-drawn AI + EPS (outlined, print-ready)
– SVG (web-optimized)
– PNG at multiple sizes (transparent background)
– PDF (for sharing)
– Color matched to your brand values (Pantone, CMYK, RGB, hex)
Turnaround: 24 hours standard. 12-hour express available.
Send us your logo and we’ll convert one and you can see the quality before you commit. Get your logo vectorized.
Final Thoughts
The format a logo is saved in determines where and how it can be used. A business that only has a JPG or low-resolution PNG of its logo is permanently limited — unable to produce professional print materials, signage, embroidery, or merchandise without re-creating the artwork from scratch.
The complete logo file set is not a one-time deliverable — it is a long-term asset that needs to be stored, maintained, and available in the correct format for every use case that arises. Getting this right from the beginning saves significant cost and time later.
Your Questions Answered
EPS is the standard for print. If the vendor uses vector-capable software they can open EPS directly. PDF by saving with editable vector content is also widely accepted. Always confirm with the vendor before sending.
JPG does not support transparent backgrounds. Any logo saved as JPG will have a white or colored box around it. JPG also uses lossy compression which degrades image quality each time the file is saved.
Not directly. Browsers do not render EPS or PDF natively. Web developers need SVG for scalable vector display or PNG for standard raster use. SVG is the preferred format for logos on websites.
PNG works for web and screen use but is a raster format with a fixed resolution. Enlarging a PNG logo for print or signage produces pixelated results. Vector formats must be used for anything printed or physically produced.
WebP is a modern format developed by Google that offers smaller file sizes than comparable PNG files while maintaining transparency support. However, not all applications and older software support WebP reliably. PNG remains the safer universal choice for logo delivery to clients and vendors.
