Understanding Logo Format Files

Getting a custom logo tailored for your business is an excellent way to establish your brand’s identity. Once your logo design is complete, your designer should present it in various formats to ensure its versatility across different platforms. When receiving a newly designed logo or if you are starting as a graphic designer, it is essential to understand each logo file format and what they are used for. Whether getting your logo printed on a T-Shirt or working with a web developer or designer to create your business’s website. The first step to understanding the different logo file formats is knowing the difference between Vector versus Raster.

Vector Files vs. Raster Files

When creating logos or any other design, two types of formats exist. That said, the original logo design should always be made in a vector format. Vector images can be scaled, making them smaller or larger without lowering the quality. This is because they are created with points, lines, and curves. These vector image source files are created and can be edited by a design application like Adobe Illustrator.

Raster images are constructed using pixels, and as a result, they have low resolutions, making them appear fuzzy when enlarged. Raster files must be exported at specific sizes to reduce pixelation. These images are typically used on the web, specifically on social media, in profile pictures, posts, and websites. These formats are not source files, so you must refrain from using them to edit and change your logo.

The Different Logo File Formats

When creating or receiving logos, there are six file formats to look for. These files each have other functions. Their extensions, such as .jpg, .png, .html, and .gif, can identify them. The most common logo file formats are:

First up are the vector format files, EPS, PDF, AI, and SVG. But not all of these vector files have the same functions.

EPS: Encapsulated PostScript

An eps or Encapsulated PostScript is a vector file used for print design. They are high-quality resolution files that can be scaled up or down without losing quality. Eps can be opened and edited using vector editing software like Adobe Illustrator. Eps also have a transparent background and can be used on anything from business cards to billboards. These eps files are essential to have for printers and designers. Some positives of using an EPS are they are high-quality, widely supported, and versatile. In understanding when to use EPS, it is also essential to understand when not to use them and some negatives about them. These negatives are they are large file sizes, can have compatibility issues, and, finally, they are limited to vector art. When we say they have compatibility issues, this means some software applications may not be able to support an EPS and can require additional plugins to access them. Since they are limited to vector art, EPS files are primarily used for vector-based graphics and may not be suitable for all designs.

PDF: Portable Document Format

A PDF or Portable Document Format is a vector file depending on whether it is generated from Adobe Illustrator or vector creation software. PDFs are not just a file format created by a designer-focused software such as Illustrator. They are a universal file format that can be viewed in a finder window, web browser, or Adobe Acrobat Reader. It is important to note that PDFs can be exported from many other programs, such as PowerPoint or Photoshop. This file type is universal and used by a wide range of people and industries, but having these files for printers and designers is vital. Some positives of using a PDF are the versatility, compatibility, and security. They are versatile because they are used for various document types, such as text, images, and multimedia files. Especially regarding logo design, they can preserve structures by saving colors, fonts, and layouts. With the positives also come negatives. Some Negatives include the editing limitations, the large file size, and the accessibility challenges. Your news to be careful, because not all pdfs have the same quality, which sometimes means they can be lower in quality when downloaded off the web because they have been optimized for
fast loading.

AI: Adobe Illustrator File

As the client, the AI file is probably the file you do not need to worry about opening. An ai file is a vector-based image created in Adobe Illustrator by someone (most likely a Graphic Designer) with software. The AI or Illustrator File is important to keep safe because it is the original working file. Designers typically are the only people who need this file, but rare times, a printer might ask for this file. These files, just like any other vector file, can be modified without reducing any of the logo’s or artwork’s quality. Some positives of the AI files are that they are vector-based, high-quality, and the source file. AI files are one of the most advanced file types to format a logo. With Adobe Illustrator, many effects and features can be applied to a design. There are some negatives when it comes to AI files. Some users will need specialized software (like Adobe Illustrator) to edit and open the file; AI file sizes are large, making it challenging to share and upload. Finally, this file format is not universal.

SVG: Scalable Vector Graphic

An SVG or a Scalable Vector Graphic is a vector-based image for web usage. This file type can be used on a website and scaled and maintained quality. Like an EPS, SVGs have a transparent background and can be opened in Adobe Illustrator, one of the differences is that they can also be opened in a web browser. Just like any other file SVGs have many positives and negatives. The positives are they are scalable, high-quality, and have excellent compatibility. The negatives are the limited support for effects, are not typically suitable for print, and not all web browsers and CMS (Content Management Systems) do not support SVGs.

SVG vs. EPS

As mentioned in this article, SVG and EPS have some similarities, but it is essential to understand the differences. SVGs are used primarily on the web, and EPS files are used for print. SVG files tend to be smaller in file size than EPS files.

Vector files are not the only file common file type for logos. Raster format files are also essential to have and understand. The two most common file formats for logos are JPGs and PNGs.

JPG Aka JPEG: Joint Photographic Experts Group

JPG, or Joint Photographic Experts Group, is a raster-based file for web and print. They are perfect for photographs and do not support transparent backgrounds. They maintain accurate color tones with their relatively small file size. They are perfect for social media profile pictures and graphics. However, they are sometimes not the best quality and can not be scaled larger than the original size as exported. They are universal, which means no matter what software, web browser, or computer system you have, the JPG can be opened.

PNG: Portable Network Graphic

PNG, or Portable Network Graphic, is a raster-based file for the web. They are pixel-based and can only be scaled with diminishing the quality, aka pixelation. Just like JPGs, PNGs need to be exported to the correct size and resolution for the end user to prevent affecting the quality. Unlike JPGs, PNGs have a transparency option but have a larger file size, especially in comparison to JPGs.

Logo file formats are essential to understand when receiving a newly designed logo or starting as a graphic designer. The original logo design should always be made in a vector format. Vector images can be scaled up or down without losing quality. EPS, PDF, AI, and SVG are vector format files. EPS or Encapsulated PostScript is a vector file used for print design. PDF or Portable Document Format is a vector file depending on whether it is generated from Adobe Illustrator or vector creation software. AI or Adobe Illustrator File is the original working file created in Adobe Illustrator, and SVG or Scalable Vector Graphic is a vector-based image for web usage.

On the other hand, raster images are constructed using pixels with low resolutions, making them appear fuzzy when enlarged. The most common logo file formats are PNG, JPG, and GIF, which are raster image formats. PNG or Portable Network Graphic is used for web design. JPG or Joint Photographic Experts Group is the most commonly used photograph format, while GIF or Graphics Interchange Format is used for animated logos. It is important to note that each file format has positives and negatives.

Download my Free Logo Cheat Sheet for a brief explanation of each Logo File Format: Logo File Cheat Sheet