Logo File Formats Explained: SVG, PNG, PDF, JPG and When to Use Each

You paid for a logo and received a folder of files with names like logo-final-RGB.svg, logo-white.png and logo-CMYK.pdf. Or worse — you received a single JPG and you're now discovering it's not enough. This guide explains every common logo file format, what it's for, and which one to send when someone asks for "your logo".

Vector vs raster: the one concept that matters

Every image file is one of two types.

• Vector files (SVG, PDF, AI, EPS) describe your logo as shapes and lines using maths. They can be scaled to any size — a favicon or a billboard — without losing quality.
• Raster files (PNG, JPG, WebP) are made of pixels. They look sharp at the size they were made for and blurry when enlarged.

Your master logo should always exist as a vector file. Raster files are exported from it for specific uses.

The formats, one by one

SVG — for websites and digital design

Scalable Vector Graphics is the best format for logos on websites: sharp on every screen, usually tiny in file size, and editable in code. Designers also use SVG to move logos between tools.

Use for: your website, web apps, digital design work, sending to designers.

PDF — for print and sharing

A vector PDF keeps your logo sharp at any size and opens on almost any computer. Printers often prefer it.

Use for: printers, signage makers, branding companies, anyone who needs a high-quality version but may not have design software.

AI and EPS — for designers

AI is Adobe Illustrator's native file; EPS is an older vector format still requested by some printers and sign makers.

Use for: sending to designers or print vendors who specifically ask for them.

PNG — for everyday digital use

PNG supports transparent backgrounds, so your logo sits cleanly on any colour. It's the format you'll use most day to day.

Use for: social media, presentations, documents, email signatures, placing on photos or coloured backgrounds.

JPG — for photos, not logos

JPG doesn't support transparency (you get a white box around your logo) and loses quality each time it's compressed and saved. It's great for photographs, poor for logos.

Use for: almost never, for a logo. Only when a platform demands it.

WebP and AVIF — modern web images

Newer formats that make images smaller for websites. Your web developer usually generates these automatically; you don't need to manage them yourself.

Colour versions: RGB, CMYK and spot colours

You'll often get the same logo in different colour modes:

• RGB / HEX — for screens: websites, social media, presentations.
• CMYK — for standard printing: flyers, business cards, brochures.
• Pantone (spot colour) — for exact colour matching in specialist printing, merchandise and signage.

Using an RGB file for print (or the reverse) is why logos sometimes print duller or look odd on screen. The print-ready files checklist covers this in more detail.

Layout and colour variations

A professional logo suite usually includes:

• Primary logo — the full version, often icon plus name
• Horizontal and stacked versions — for wide spaces (website headers) and tall spaces (social profile pictures)
• Icon or mark only — for favicons, app icons and WhatsApp profile pictures
• Full colour, one colour, black and white (reversed) — for different backgrounds and production methods

Which file should I send?

• Website developer: SVG (plus PNG as backup)
• Printer or sign maker: vector PDF in CMYK (or AI/EPS if they ask)
• Social media designer: SVG or PNG with transparent background
• Embroidery or merchandise: vector file, plus the one-colour version
• Event organiser or partner: PNG for digital, PDF for print — send both
• WhatsApp Business / Instagram profile: square PNG of the icon or stacked logo

How to organise your logo files

Keep one shared folder with clearly named subfolders:

• /print — CMYK PDFs and EPS files
• /digital — RGB SVGs and PNGs
• /icon — square icon versions
• /guidelines — your brand guide with colour codes and usage rules

Name files descriptively: brandname-logo-horizontal-white.png is far more useful than logo2.png.

If you only have a JPG

If your logo only exists as a low-resolution JPG, it's worth having it professionally redrawn as a vector. It's usually a modest job, and it fixes every future problem with blurry prints and white boxes. If the logo itself needs updating, consider a refresh at the same time — see our branding checklist for small businesses.

Our branding and graphic design service delivers a complete, properly organised logo suite in every format you'll need. Book a free call if you'd like help sorting out your brand files.