What is a logo file, and which one do I need?

Why one file is not enough

A logo gets used in very different places: a van, a business card, a website, an invoice, a social media picture. One file cannot do all of that well. A picture that looks sharp on a website can turn blurry when it is blown up for a sign.

That is why designers give you a set. The files look the same on screen. They behave differently when they are stretched, printed or placed on a colored background.

If you only have one file, check what it is. A small picture with a name like logo-final-2 is usually a copy made for screens and is not the master. The master is the one a designer can open and change.

The files, in plain words

• Vector files (SVG, PDF, EPS, AI). These are drawn with shapes, not dots, so they can be made any size without going soft. Give these to a sign maker, printer or embroiderer. They are the master copy.
• PNG with a clear background. A picture file with no white box around the logo, so it sits neatly on any color. Good for websites, slides and documents.
• JPG. A picture file that always has a solid background, usually white. Fine for email attachments and places that do not accept a clear background. Not for printing large.
• A square version of the logo or a small mark. For social media pictures and the little icon in a browser tab.

The versions to ask for

Beyond the file types, a good set comes in several color versions, because a logo has to work on light and dark backgrounds and in one color when that is all a job allows.

• Full color
• All black, for forms and stamps
• All white, for dark backgrounds and photos
• A horizontal and a stacked layout, if the logo has both

How to organize them

Put the whole set in one folder called Logo, with subfolders named by file type. Keep a copy in your email, a copy on your computer and a copy somewhere else. Send the whole folder, not one picture, to anyone who asks.

Many owners find out they have only a small screenshot when a printer asks for the real file. Ask for the set before the project finishes.

Who owns the files

You should. When a designer finishes your logo, ask in writing for the vector files and for confirmation that the logo is yours to use and change. A logo you cannot get the master file for is a logo you may have to pay to recreate.

When we make a logo and look, you get the full set in one folder, and you own it. Our work shows made-up logos and looks on signs, vans and paperwork. To talk about yours, get in touch.