Logo file formats: which file goes to the printer and which goes on your website?

The markignite teamUpdated: October 25, 20266 min read

You have your logo, and now the printer wants a “vector”, Facebook wants a square and Word wants something that isn't blurry. Here's a plain explanation of logo file formats and which one to use for each job.

Vector vs. raster: the key difference

A raster file (PNG, JPG) is made of pixels, like a photo. It has a fixed size: enlarge it and the edges get jagged. A vector file (SVG, PDF, EPS, AI) stores shapes as mathematical curves. You can scale it to the size of a billboard without losing quality.

That's why you should always have your logo in vector format. You can make any PNG from a vector, but you can't get a sharp vector back from a small PNG.

SVG: the format for the web and print

SVG is a vector format understood by browsers, design software and most printers. Files are small, sharp on every screen (including Retina) and can be animated. It's the go-to logo format for websites and the best choice when a printer asks for a vector file.

• Use it for: websites, online stores, large-format print, vehicle wraps, signs.
• Note: Word and some older programs handle SVG poorly. Use PNG there.

PNG: your logo with a transparent background

PNG is the most convenient raster format for logos because it supports transparent backgrounds. A PNG logo sits on a photo, a colored slide or an email footer without a white box around it.

• Use it for: Word and PowerPoint documents, social media, email signatures, presentations.
• What size: at least 1,000 pixels wide for documents, 2,000–3,000 pixels for small print jobs.
• Good to have: a version for light backgrounds, a white version for dark backgrounds and the symbol on its own.

PDF: the file for your printer

PDF can contain vector graphics and is the standard in printing. Finished designs for business cards, flyers and letterhead are sent to print as PDFs with bleed (usually 1/8 inch or 2–3 mm on each side), so no white edges show after trimming.

JPG: only when there's no other option

JPG has no transparency and loses quality every time it's saved, which shows on the sharp edges of letters. It's a poor fit for logos. Use it only where a system won't accept another format, and always on a white or solid background.

Favicon and app icon

A favicon is the small icon in a browser tab. You need a favicon.ico file (16 and 32 pixels), an SVG version for modern browsers, plus PNGs at 180×180 (Apple) and 192 and 512 pixels (Android). Icons use the symbol alone, because the name is unreadable at that size.

Cheat sheet: which file for what

Colors in files: RGB and CMYK

Screens display color in RGB, while printers print in CMYK. So the same color can look slightly different on paper than on your monitor. That's why brand guidelines list colors in several systems: HEX and RGB for digital, CMYK for print. Most online printers convert RGB files automatically, but for important jobs ask for a proof.

Where do you get all these files?

A good designer or service should hand you the full set: SVG, PNG in several versions, favicons and color codes. With markignite, you get your logo from the logo maker as a free PNG, and the Brand package adds SVG in every version, favicons and brand guidelines. For planning the logo itself, read our 10 rules for a good logo.

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