Logo File Formats Explained: AI, EPS, SVG and PNG
If your designer just sent you a folder full of files with extensions you do not recognize, this guide is for you. Understanding logo file formats comes down to one core idea, the difference between vector and raster, and then knowing which file to reach for in which situation. Get that right and you will never again send a blurry logo to a printer or upload a giant image where a tiny one belongs.
Below we explain the two families of file types, walk through the six formats you will actually encounter, and finish with the exact list to request at handoff.
Vector vs Raster: The One Concept That Matters
Every logo file is either vector or raster, and this single distinction explains almost everything else.
Vector files describe a logo using mathematical paths, points, lines, and curves. Because the shapes are math, they can scale infinitely: the same file works as a 16-pixel favicon or a billboard with zero loss of quality. Vectors are your master files.
Raster files (also called bitmap) describe a logo as a fixed grid of colored pixels. They look perfect at their intended size but go blurry or blocky when enlarged beyond it. Photos are raster; logos saved as PNG or JPG are raster too.
The rule of thumb: design and store your logo as a vector, then export raster copies for specific everyday uses. This mirrors the same vector-first logic behind the logo design process, where the master mark is built in vector software before anything is exported.
The Vector Formats: AI, EPS, SVG and PDF
These are the formats you keep forever and use whenever quality and scalability matter.
AI (Adobe Illustrator)
AI is Adobe Illustrator’s native working file. It is the true editable master, preserving layers, type, and every path exactly as the designer built it. You need Illustrator (or compatible software) to open it. Keep this file safe; it is the source of everything else.
EPS (Encapsulated PostScript)
EPS is the older, universal vector format. It is widely accepted by printers, sign makers, and embroiderers because almost any professional production software can open it. If a vendor asks for “the vector file,” EPS is usually a safe thing to send.
SVG (Scalable Vector Graphics)
SVG is the vector format built for the web. It is a small, text-based file that renders crisply at any screen resolution and can even be styled or animated with code. Use SVG for logos on websites, where it stays razor-sharp on every display, including retina screens. SVG is the web sibling of the print-focused vector formats, much like the spread covered in our font file formats guide, where the right format depends on whether you are printing or publishing online.
PDF (Portable Document Format)
PDF can hold vector data and is the most convenient format to share when you do not know what software the recipient has. A vector PDF opens cleanly almost everywhere and prints at full quality, making it a reliable middle ground for sending to a printer or a colleague.
The Raster Formats: PNG and JPG
These are your day-to-day, ready-to-use copies. Convenient, but fixed in size.
PNG (Portable Network Graphics)
PNG is the workhorse for web and digital use. Its key feature is transparency: a PNG logo can sit on any colored background without an ugly white box around it. Use PNG for website headers, email signatures, social media, and slides. Export a few sizes so you are not scaling a small one up.
JPG (JPEG)
JPG uses compression that makes small file sizes, which is great for photographs but poor for logos. It cannot do transparency (you always get a solid background), and its compression can leave faint artifacts around sharp edges and text. Use JPG only when a platform specifically requires it and transparency is not needed.
Format at a Glance
| Format | Type | Transparency | Best for |
|---|---|---|---|
| AI | Vector | Yes | Editable master file |
| EPS | Vector | Yes | Print, signage, embroidery |
| SVG | Vector | Yes | Websites and apps |
| Vector | Yes | Sharing and print proofs | |
| PNG | Raster | Yes | Web, social, transparent use |
| JPG | Raster | No | When required, photo-style use |
Which Files Should You Ask Your Designer For?
At handoff, a complete package keeps you covered for any situation. Request all of the following:
- AI (the editable master, store it safely)
- EPS (for printers and production vendors)
- SVG (for your website)
- PDF (for easy, universal sharing)
- PNG with transparent background, in a few sizes (everyday digital use)
- JPG (only if you have a platform that needs it)
Also ask for each variant in your color versions, full color, all black, and reversed white, so you are ready for dark backgrounds and single-color printing. If you are evaluating a quote, knowing this list helps you judge value; see our breakdown of logo design cost to understand what a proper file package should be worth. And if you are reworking an older logo that only exists as a low-resolution image, our logo redesign guide covers rebuilding it as clean vectors.
Frequently Asked Questions
What is the best file format for a logo?
There is no single best format; you need a vector master (AI or EPS) for scaling and editing, SVG for websites, and PNG with transparency for everyday digital use. The key is to keep a vector original and export raster copies from it as needed.
What is the difference between vector and raster logos?
Vector logos use mathematical paths, so they scale to any size with no loss of quality and serve as master files. Raster logos are made of fixed pixels and look blurry when enlarged beyond their original size. Logos should always start as vectors.
Should I use PNG or JPG for my logo?
Use PNG for almost all logo uses, because it supports a transparent background so the logo sits cleanly on any color. Use JPG only when a platform specifically requires it and transparency is not needed, since JPG adds a solid background and can blur sharp edges.
What format do I send to a printer?
Send a vector file, ideally EPS or a vector PDF, or the original AI file. Printers and sign makers need vector data so they can scale and reproduce the logo at full quality. Avoid sending PNG or JPG to a printer unless they explicitly ask for raster.
Why does my logo look blurry when I make it bigger?
It is almost certainly a raster file (PNG or JPG) being enlarged past its native size, so the fixed pixels stretch and blur. The fix is to use the vector version (AI, EPS, or SVG), which scales to any size cleanly. If you only have a blurry copy, the logo may need to be rebuilt as a vector.
