Logo File Formats Explained: SVG, PNG, JPG, PDF, EPS, AI, WebP
4 min read · Updated 2026-06-10
Logo file formats split into two species: vector files (SVG, EPS, AI, PDF) store the logo as mathematical shapes and scale to any size with zero quality loss; raster files (PNG, JPG, WebP) store a fixed grid of pixels and turn blurry when enlarged. Every expensive logo mistake in this area is the same mistake: owning only raster files. Here's the full map, then the checklist of what to demand.
Every format, compared
| Format | Type | Scales losslessly | Transparency | Best for | Where it fails |
|---|---|---|---|---|---|
| SVG | Vector | Yes | Yes | Websites, the all-purpose master file | Not accepted by some email clients and office tools |
| PNG | Raster | No | Yes | Email signatures, documents, social uploads | Enlarging beyond its pixel size; large file sizes for big images |
| JPG | Raster | No | No | Photos; logo placed on photo backgrounds | White box around your logo; compression artifacts on sharp edges |
| Vector (usually) | Yes* | Yes | Sending to print shops; universal viewing | *Only if exported from vector — a PDF wrapping a PNG is still raster | |
| EPS | Vector | Yes | Yes | Legacy print/signage workflows | Aging format; needs design software to open |
| AI | Vector (source) | Yes | Yes | The designer's editable Adobe Illustrator working file | Useless to you without Illustrator — but essential for the next designer |
| WebP | Raster | No | Yes | Modern websites (smaller than PNG) | Patchy support in email and older software |
| ICO / favicon set | Raster bundle | No | Yes | Browser tabs, bookmarks | Nothing else — see the logo size guide |
The decision table: "I need it for X → use Y"
| You need the logo for… | Use | Why |
|---|---|---|
| Your website | SVG (PNG fallback) | Sharp on every screen, tiny file |
| Email signature | PNG (~300–400px wide) | Universal client support, transparency |
| Word/PowerPoint documents | PNG | Drag-and-drop, transparent background |
| Social media profile | PNG (square icon variant) | Platforms re-compress everything anyway |
| Business cards, flyers | PDF (vector) in CMYK | What print shops ask for |
| Signage, vehicle wraps, embroidery | EPS or SVG | Production machines run on vectors |
| A future redesign or new designer | AI (or layered source) | Editable original saves redrawing |
| Browser tab | ICO / PNG favicon set | Dedicated sizes, 16–512px |
The pattern behind every row: vector for anything produced, raster for anything pasted. When in doubt, send the print shop the PDF and ask.
Why "PNG-only" is the classic €5-logo trap
A PNG is a photograph of your logo at one size. The day you need a 3-meter banner, a sign, or embroidery, the producer asks for vector files — and if you don't have them, you pay someone to redraw the logo from scratch (often €50–150, sometimes more than the original "design" cost). This is the single most common regret in cheap logo purchases, and it's invisible on day one because the PNG looks fine on your screen. It's also why the deliverables list matters more than the artwork in how much does a logo cost.
The reverse direction is free: from one SVG master you (or any tool) can export PNG, JPG, WebP, and favicon sets forever. Vector → raster is one click; raster → vector is a paid redraw.
The files you should demand from any designer
Treat this as a contractual checklist — a professional package at any price, from a €20 service to a €20,000 agency, contains:
- Vector master — SVG, plus EPS or AI (ask explicitly for the editable source; some designers charge extra, which is legitimate but must be known upfront).
- Every variant as vector and PNG — horizontal, stacked/square icon, light version, dark version. A logo is a small system, not one image (see what makes a good logo).
- Transparent-background PNGs in at least two sizes (e.g. 500px and 2000px wide).
- Print-ready PDF with colors in CMYK.
- A spec sheet — exact hex/RGB/CMYK (ideally Pantone) values and the font names, per logo colors. Without exact values, every print shop guesses.
- Written confirmation of ownership — full commercial rights transferred to you.
Disclosure of our own bias: this checklist matches what LogoLabs delivers by default, which is precisely why we publish it — comparing any provider's deliverables list against it, line by line, takes two minutes and filters out most bad purchases before they happen.
Quick self-audit for an existing logo
Already have a logo? Open the folder and check: do you have any file that opens as editable shapes (SVG/EPS/AI/vector-PDF)? If yes, you're fine — archive it twice. If all you find is PNGs and JPGs, get the logo vectorized now, while it's cheap and calm, not the week the trade-fair banner is due. Then store the package somewhere a future you can find it — the day you need these files is usually a deadline.
Quick answers
Should a logo be PNG or SVG?
Both, for different jobs. SVG is the master format — infinitely scalable vector, perfect for websites and print preparation. PNG is the everyday format — works in email signatures, documents and social uploads where SVG isn't accepted. Never accept a logo delivered as PNG only.
What file format is best for a logo?
A vector format (SVG, EPS, PDF or AI) must be the source. From a vector you can generate every other format forever; from a PNG or JPG you can't go the other way without redrawing the logo.
What logo files should I receive from a designer?
At minimum: SVG (or EPS/AI) vector source, high-resolution PNGs with transparent backgrounds in each variant (full logo, icon, light/dark), a print-ready PDF, and a spec sheet with exact color values. JPG and WebP are nice-to-haves you can generate yourself.