Logo file formats explained: vector, PNG, SVG, and when to use what

Receiving your logo is good. Knowing which file to send the printer, the developer or the community manager is what keeps your logo from going blurry on a banner. A clear little guide.

Two main families

It all comes down to one distinction: vector or raster (bitmap). A vector file is made of mathematical paths: it scales infinitely with no loss. A raster file is made of pixels: enlarged beyond its size, it goes blurry. A good logo always exists first in vector.

Vector formats

• AI: the source file (Illustrator), the designer's, to keep carefully.
• EPS: the exchange format for print, universal among printers.
• SVG: the web vector, light, sharp at any size, ideal for a website.
• PDF: handy to share a vector version readable everywhere.

A logo that only exists as a PNG is a half-delivered logo. Without the vector, you are stuck at the first large print.

Raster formats

• PNG: pixels with a transparent background, perfect for web and presentations.
• JPG: pixels with no transparency, best kept for photos, rarely ideal for a logo.
• WebP: a modern web format, light, a good quality-to-weight compromise.

Which format for which use

• Printer, large format, merch: vector (EPS, AI or PDF).
• Website: SVG first, otherwise PNG or WebP.
• Social media, presentations: PNG with a transparent background.
• Favicon: a simplified version, legible at very small size.

A serious logo deliverable contains all these versions, clearly named. It is also what a brand style guide frames: not only the drawing, but the right files for the right uses.

Frequently asked questions

What is the difference between vector and PNG?

Vector (SVG, EPS, AI) scales with no loss, PNG is made of pixels and goes blurry beyond its size. A logo must always exist in vector.

Which logo format for a website?

SVG first: light and sharp at any size. Failing that, a PNG or WebP with a transparent background.

Why do you need your logo's vector file?

Because without it, large-format printing or clean applications are impossible. A logo delivered only as a PNG is incomplete.

Florent DABERNAT · Art director and founder of IDSEED, based in Aix-en-Provence. I help my clients with branding, UX/UI and web, using a clear and documented method. Learn more ➞