You just received your logo package from a designer, and now you’re staring at a folder full of strange file extensions: .ai, .eps, .svg, .png, .jpg. Which one do you send to the printer? Which one goes on your website? Why are there so many versions of the same logo?
At Driftwood Editions, we deliver dozens of logo packages every year, and this question comes up almost every single time. So we put together this practical reference guide for business owners, marketing managers, and anyone who feels overwhelmed opening their logo folder for the first time.
First Things First: Vector vs Raster
Before diving into each format, you need to understand the single most important distinction in logo files: vector versus raster.
Vector files
Vector files are built from mathematical equations, not pixels. This means you can scale them up to the size of a billboard or down to a business card without losing any quality. Vector formats include AI, EPS, SVG, and PDF.
Raster files
Raster files are made of pixels arranged in a fixed grid. Enlarge them too much and they become blurry or pixelated. Raster formats include PNG, JPG, and GIF.
Rule of thumb: vector files are for editing and printing, raster files are for everyday digital use.
The 5 Logo File Formats You Need to Know
1. AI (Adobe Illustrator)
The AI file is the original master file created by your designer in Adobe Illustrator. Think of it as the source code of your logo.
- Type: Vector
- Best for: Editing, updating, or redesigning your logo
- Who opens it: Designers (requires Adobe Illustrator)
- You should: Keep it safe, backed up, and never delete it
You will rarely open this file yourself, but you should always own it. If you ever switch designers or agencies, this is the file they will ask for.
2. EPS (Encapsulated PostScript)
The EPS file is a universal vector format. It’s like the AI file’s more flexible cousin, readable by most professional design software, even outside Adobe.
- Type: Vector
- Best for: Sending to printers, sign makers, embroiderers, promotional product companies
- Who opens it: Print professionals and designers
- You should: Use it whenever a vendor asks for a “vector file”
3. SVG (Scalable Vector Graphics)
The SVG file is the modern web-friendly vector format. It’s lightweight, sharp on any screen (including Retina and 4K displays), and loved by developers.
- Type: Vector
- Best for: Websites, apps, email signatures, dark mode support
- Who opens it: Web browsers, developers, designers
- You should: Give this to your web developer for your website header
4. PNG (Portable Network Graphics)
The PNG file is the everyday hero of digital logos. Its main superpower is transparency, meaning it can sit on any colored background without an ugly white box around it. Source: https://spechtand.co.
- Type: Raster
- Best for: Social media, PowerPoint, Word documents, Google Docs, email signatures
- Who opens it: Everyone, on any device
- You should: Use this 90% of the time in digital workflows
5. JPG (or JPEG)
The JPG file is the most common image format in the world. It’s small in file size but does not support transparency, so your logo will always appear on a solid background (usually white).
- Type: Raster
- Best for: Attachments, quick previews, uploads where transparency isn’t needed
- Who opens it: Everyone
- You should: Use it only when a PNG isn’t accepted or file size matters
Quick Reference Table: Which Format to Use When
| Use Case | Recommended Format |
|---|---|
| Website header or favicon | SVG (or PNG as backup) |
| Business cards, flyers, brochures | AI, EPS or PDF |
| Large signage or vehicle wrap | EPS or AI |
| Social media profile picture | PNG |
| Email signature | PNG |
| PowerPoint / Google Slides | PNG |
| T-shirts or embroidery | EPS or AI |
| Quick email attachment or preview | JPG |
What Should a Complete Logo Package Include?
When you receive your logo from a designer, your package should include, at minimum:
- A master vector file (AI or EPS)
- An SVG for web use
- Multiple PNG versions with transparent background (full color, black, white)
- Several JPG versions for general use
- A PDF for easy sharing and printing
Bonus points if the package includes different color variations (color, monochrome black, monochrome white, reverse) and different orientations (horizontal, stacked, icon only).
Common Mistakes to Avoid
- Sending a JPG to a printer. The result will be blurry or low quality. Always send vector files for print.
- Using a JPG on a colored website background. You’ll see an ugly white rectangle around your logo.
- Losing your AI or EPS files. Without them, redesigns and future edits become much harder and more expensive.
- Blowing up a small PNG. It will pixelate. Always ask for a larger version instead.
- Uploading a heavy PNG to your website homepage. Use SVG or a compressed PNG to keep your site fast.
How to Store and Organize Your Logo Files
Once you have your full logo package, we recommend:
- Keep a master folder in cloud storage (Google Drive, Dropbox, OneDrive)
- Create subfolders by format: /vector, /web, /social, /print
- Share only the files people actually need. Don’t send an AI file to someone who just wants to add your logo to a slideshow
- Keep at least one offline backup in case of account issues
FAQ: Logo File Formats
What is the best file format for a logo?
There is no single best format. For editing and printing, AI or EPS is best. For websites, SVG is ideal. For everyday digital use, PNG wins. The right file depends on where you’re using it.
Should logos be PNG or SVG?
SVG is better for websites because it scales perfectly and loads fast. PNG is better for platforms that don’t accept SVG, like most social media networks and office software.
Is JPG or PNG better for a logo?
PNG is almost always better for logos because it supports transparent backgrounds. Only use JPG when file size matters or transparency isn’t needed. This guide goes deeper on it.
Can I convert a JPG or PNG to a vector file?
Not easily. A designer can attempt to redraw or trace the logo, but the result is rarely perfect. This is why keeping your original AI or EPS file is so important.
What if I only have a low-resolution logo?
Contact your original designer or a new one to have the logo vectorized (redrawn as a vector). This ensures you have a clean, scalable version for future use.
Final Thoughts
Understanding logo file formats doesn’t require a design degree. Once you know the difference between vector and raster, and remember that AI and EPS are for editing and printing, SVG is for the web, and PNG and JPG are for everyday digital use, you’ll never open your logo folder feeling lost again.
At Driftwood Editions, every logo we deliver comes with a complete, well-organized file package plus a short usage guide, so you always know which file to grab. If you’re not sure what’s in your current logo package, or you’re missing key formats, get in touch and we’ll help you sort it out. This write-up is worth a look.