Logo file types explained: what they are and when to use them

If you’ve ever received your logo files and thought, “Why are there so many?” you’re not alone.

PNG, JPG, SVG, PDF, EPS. It can feel confusing, especially when you just want to upload your logo and get on with running your business.

This post sits within the Action stage of my Visibility Engine. It’s here to help you understand what logo file types actually mean, why you need different versions, and how to use them properly across your website, social media, and marketing materials.

Because having the right logo files, and knowing when to use them, saves time, avoids frustration, and keeps your brand looking consistent.

Why there are different logo file types

Your logo needs to work in lots of different places.

It might appear on your website, social profiles, email signature, lead magnets, printed materials, and even merchandise. One single file simply can’t do all of that well.

Different file types exist to suit different uses. Some are designed for screens, others for print. Some are editable, others are final exports.

Understanding this means you’ll always know which version to reach for.

Principle two: meaning over decoration

A great logo isn’t just visually pleasing. It’s intentional.

Every element in your logo should serve a purpose, whether that’s the shape, the spacing, or the style of typography. Those choices should connect back to your brand personality, values, and positioning.

When design decisions are made without meaning, logos can feel generic or disconnected. When meaning drives design, logos feel distinctive and aligned.

Vector vs raster files (the simple explanation)

Logo file types generally fall into two categories: vector and raster.

Vector files are built using paths rather than pixels. This means they can be scaled up or down to any size without losing quality. They’re essential for professional printing and long term brand use.

Raster files are made up of pixels. They’re designed for screens and digital use, but they lose quality if you scale them too much.

Both have their place. The key is knowing when to use each.

Common logo file types and when to use them

Grab my free logo file type cheat sheet

PNG – Portable Network Graphics

PNG files are one of the most commonly used logo formats.

They’re ideal for digital use because they support transparent backgrounds. This makes them perfect for websites, social media, email signatures, and documents where your logo needs to sit on top of different colours or images.

Use PNG files when you need a clean, professional logo on screen.

JPG – Joint Photographic Experts Group

JPG files are smaller in size but don’t support transparency.

They’re best used when file size matters and the background colour is fixed, such as in presentations or simple online uploads. They’re not ideal for layering over different backgrounds.

SVG – Scalable Vector Graphics

SVG files are vector based and designed for digital use.

They’re commonly used on websites because they scale beautifully on different screen sizes without losing quality. SVGs keep logos sharp on high resolution displays and are increasingly popular for modern web design.

PDF – Portable Document Format

PDF logo files are often vector based and very versatile.

They’re commonly used for print, professional documents, and sharing with suppliers. A PDF can usually be opened by both designers and printers without issues.

AI – Adobe Illustrator file

An AI file is a drawing created in Adobe Illustrator. Illustrator is the platform a professional designer will use to create a logo as it works with Vectors. Having the AI file means that you can edit your logo further down the line if need be, from changing colours to text.

EPS – Encapsulated PostScript

An EPS is the old industry-standard vector format that has stopped evolving and has taken over by the native Adobe file formats. It can contain images, graphics and text.

Which logo files you should always have

At a minimum, you should have:

A PNG version with a transparent background A JPG version for simple uses A vector file such as SVG, PDF, EPS, or AI

You should also have colour variations, including full colour, black, and white versions. This ensures your logo works across light and dark backgrounds.

How logo file types support brand consistency

Using the wrong logo file can quickly make a brand look unprofessional.

Blurry logos, stretched images, or logos on the wrong background all chip away at trust. When you use the correct file type for the job, your brand looks intentional and considered.

This ties back to brand identity. Consistency isn’t just about colours and fonts, it’s also about using your assets properly.

When working with a professional really helps

One of the benefits of working with a professional designer is receiving the right files, organised and ready to use.

You’re not left guessing which version to upload or sending the wrong file to a printer. Everything is prepared with real world use in mind.

This is especially important as your business grows and your brand appears in more places.

Bringing it back to action

If you’re unsure whether you have the right logo files, or your current logo isn’t working across all the places you need it to, this is something I help business owners review and fix.

Small tweaks at this stage can make a big difference to how professional your brand feels.

Understanding logo file types gives you confidence.

You know what you have, why you have it, and how to use it properly. That confidence saves time, avoids mistakes, and helps your brand show up consistently wherever it appears.

Written by Nikki Clements, founder of Brand You, formerly Nikki Carter Designs. Known as the Lead Magnet Queen, Nikki helps coaches and service based businesses build aligned brands that support visibility, credibility, and sustainable growth.