by Helen Bee

A guide to ensure you get your logo in all the file formats you’ll ever need, why you need them and where to use each file type.

File formats – it’s the techy bit of logo design that people can easily get tripped up by. The bit that’s not as fun as getting a fab new logo, but it’s the bit that can make future design projects easy to complete or a total nightmare.

It’s always surprised me that quite a few logo and brand designers don’t explain what logo file formats they’re giving to their clients, what the formats mean and where to use them. These are not things everyone knows and why would they? I’ve also been shocked by the number of business that don’t get a basic master logo from their designers.

This guide is to help you, and make sure you get what you should from any designer or logo site.

Every Logo should be supplied as:

These are the basic file formats EVERYONE should get when you invest in a new logo:

  • Vector
  • JPG
  • PNG

You should always get a number of different logo ‘shapes’ or ‘lockups’:

  • Primary logo
  • Secondary logo
  • Black logo
  • White logo

If you’re not being offered these as standard, then be aware of your logo designer – they are cutting corners (or worse, don’t know what they are doing) and you won’t have everything you need for your business.

There are also mini logos or Web Favicons – these aren’t as common, but they’re really useful to have too!

A warning about photoshop ‘logos’

Photoshop files are not industry standard formats for logos. Logos should NEVER be designed in Photoshop, and no professional designer worth your hard earned cash would ever suggest that they are. Photoshop simply cannot produce the file type needed for a logo – a vector (see below). Photoshop is an amazing piece of software (I use it almost every day) but NEVER for logos. If you’re being offered this as an option, be warned, this will cause issues in the future. It will limit how your logo can be used, you won’t be able to scale it up in size at all (only make it smaller). Feel free to message me if you want more details as to why this is such bad practice.

What logos files should you get?

When you get your final logo supplied you should get the following (this is what I send to all my clients):

  1. Vector (CMYK, Black, White)
  2. JPG (RGB, Black)
  3. PNG (RGB, Black, White)
Logos file formats

What do the file formats mean and where should you use them?

1. Vector File (there are a few types – ai, eps, svg)

Stands for:

  • .ai = Adobe Illustrator
  • .eps = Encapsulated PostScript
  • .svg = Scalable Vector Graphic

This is your logo master file. THE most important file to get when you buy a logo.

Any logo should start life as a vector file. If you do not get a vector file when you buy your logo RUN AWAY! Seriously – don’t buy a logo from anyone not willing to give you a vector logo as standard. All the other logo file types, colour variations and lockups can be created from a vector. This is the most important file type to have.

NOTE: Unless you have software like Adobe Illustrator you won’t be able to open the file, but every designer or developer you hire will need this file.

Unlike other file formats, vectors are not made up of blocks/a grid of pixels – they are made of paths. I won’t get too technical but this basically means they can be enlarged to any size without loss of quality.

If you increase the size of png, jpg, gif or photoshop files they start to look blocky or fuzzy – vectors don’t. This makes them the perfect file for huge billboards and smaller business cards too.

You’ll need your black vector logo if you want to get things like branded pencils, and your CMYK vector logo for things like branded t-shirts or mugs.

Use vectors for:

  • These are the files your designer will want.
  • Professional print
  • Websites (.svg format only)
  • The basic file needed to create every other version of your logo

Don’t use vectors for:

  • Social Media
  • Word/PowerPoint/Excel/Pages/Keynote/Numbers

Colour formats: Anything and everything – CMYK (for print), Pantone (for specialist print), RGB (for online/word/powerpoint)

2. JPG

Stands for: Joint Photographic Experts Group

Jpgs come in various qualities (like low, medium, high) and are generally used for images/photographs, BUT… jpgs are easily compressed without losing quality, so they are a great option to use for your logo on social media. They are also the best files to use in software like Word, PowerPoint (or Pages and Keynote if you’re a Mac user). You get a low file size, but keep the detail.

Use JPGS for:

  • Digital (websites or social media)
  • Word/PowerPoint/Excel/Pages/Keynote/Numbers

Don’t use JPGS:

  • If you need a logo with a transparent background
  • You’re getting your logo professionally printed on anything.

Colour formats: Either RGB or CMYK.

What’s the difference between .jpg or .jpeg
Basically nothing – .jpg comes from the inability of older window systems to cope with extensions that were longer than 3 letters. Mac and newer windows operating systems can handle .jpeg, but it’s now more common to use .jpg to avoid confusion. Confused?@!

3. PNG

Stands for: Portable Network Graphics

Great for logos when you need a transparent background. They retain lots of colour detail but this makes the file sizes bigger too.

Use PNGs for:

  • Logos or small images on websites
  • When you need a logo with a transparent background
  • If you need an image with lots of colour detail and file size doesn’t matter.

Don’t use PNGs for:

  • Print
  • Large website images

Colour formats: RGBA (basically RGB with a transparent section)

4. GIF

Stands for: Graphics Interchange Format

Gifs are commonly used online. They don’t hold as many colours as other file formats, so images can look a little blocky (so don’t use them for big images). Gifs can be animated too.

You don’t actually need a gif version of your logo – if you are supplied a vector, .png and jpg you have everything you need. If your designer does need a .gif version, they can easily create one from your master vector file.

Images (but not logos) are often used as .gif files online.

Use GIFs for:

  • Digital banners and buttons
  • Animated banners or ads

Don’t use GIFs for:

  • Word/PowerPoint/Excel/Pages/Keynote/Numbers
  • Anything printed

Colour format: RGB

As always, I’m happy to chat though anything in this blog post. If you’re thinking of getting a new logo, but your package doesn’t include a vector file (or does include a photoshop file) feel free to email me. I’ll help you get what you should be getting for your hard earned cash.

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