Key takeaways
- Use SVG for most modern websites and digital interfaces.
- Send EPS or print-ready PDF to printers and sign makers.
- Use transparent PNG when a raster image must sit over a background.
- Keep original vector masters even if your team rarely opens them.
Vector and raster files
Vector artwork describes shapes mathematically, so it can scale from a business card to a building without becoming pixelated. SVG, EPS, AI and many PDFs can contain vectors. Raster files are grids of pixels; PNG, JPG and WebP are common examples.
A raster file can look perfect at its intended size and still fail when enlarged. Resolution cannot restore detail that was never saved. Keep the vector master as the source and export new raster sizes from it when needed.
When to use SVG
SVG is usually the best website format for a logo because it remains sharp on high-density screens and is often smaller than a large PNG. It also supports accessible titles and can adapt to responsive layouts.
Use a sanitized, production-ready SVG and provide explicit display dimensions to prevent layout shift. Some older publishing systems and social platforms do not accept SVG, so retain PNG alternatives.
EPS, AI and PDF for production
Commercial printers, vehicle-wrap suppliers, embroiderers and sign makers commonly request EPS, AI or PDF. These formats can preserve vector paths and professional color definitions. Ask the vendor which version and color mode they need before sending files.
Outline display lettering only in a production copy, not the sole master. An editable version with documented fonts makes future corrections possible. A print PDF should be checked for page size, bleed and color settings when it contains more than the logo alone.
PNG, JPG and WebP for everyday use
PNG supports transparency and is useful in slide decks, office documents and systems that reject SVG. Export it at the actual size needed or larger for high-density screens. JPG does not support transparency and can create visible compression around sharp logo edges.
WebP is efficient for photographic web images, but it is rarely necessary for a simple vector logo. Social networks generally need platform-specific PNG or JPG canvases rather than a raw transparent mark.
A practical handover checklist
Store primary, reversed, black and white versions in clearly named folders. Include horizontal and stacked lockups, the standalone symbol, RGB files for screens, CMYK or spot-color specifications for print, and a short read-me that tells non-designers which file to use.
Never treat a mockup as a final logo file. A photograph of the logo on a wall or card is a presentation image, not usable production artwork.
Put the guide into practice
Bring the checklist to your next planning session, or send us the project and we will turn it into a clear scope, timeline and fixed quote.