Logo file formats explained: AI, EPS, SVG, PNG and more

Short answer

A complete logo package includes vector files (AI, EPS, SVG and PDF) for print, signs and websites, plus raster files (PNG with a transparent background and JPG) for everyday use. Use SVG or PNG on websites, PDF or EPS for print, and keep the AI file as your editable master.

A finished logo is not one file. It is a set of logo file types: vector formats like AI, EPS, SVG and PDF, and raster formats like PNG and JPG, each in several color versions and made for a different job. This guide explains what each format is for, so you know what to ask for and which file to send when a printer, developer or social media manager asks for "the logo".

Logo file types at a glance

Format	Type	Transparent background	Use it for
AI	Vector	Yes	The editable master file in Adobe Illustrator. Keep it safe.
EPS	Vector	Yes	Printers, sign makers and older design software.
SVG	Vector	Yes	Websites and apps. Sharp on every screen and very small in file size.
PDF	Vector (when exported from vector)	Yes	Printing, and sending a logo to anyone without design software.
PNG	Raster	Yes	Websites, presentations, documents and social media.
JPG	Raster	No	Places where a white or colored background is fine, like email.

Vector files: AI, EPS, SVG and PDF

Vector files store your logo as shapes, so they scale to any size without losing quality. If you only keep one file, keep a vector one. The difference between raster and vector is the most important thing to understand about logo files.

AI is the native Adobe Illustrator file. Designers use it to make changes later.
EPS is an older universal vector format that almost every printer accepts.
SVG is the vector format for the web. Developers prefer it for websites because it stays sharp on high-resolution screens.
PDF opens on any computer, which makes it the easiest way to send a vector logo to a print shop.

Raster files: PNG and JPG

Raster files are made of pixels, so they have a fixed size. Export them large enough for where they will be used, for example 2x or 4x the display size for websites.

PNG supports a transparent background, so the logo sits cleanly on any color. This is the file most people use day to day.
JPG has no transparency and always shows a background. Use it only where that is fine.

Which file to use where

Where	File to use
Website header	SVG, or PNG at 2x size
Favicon	PNG or SVG made from the logo icon, at small sizes like 32 x 32 px
Social media profile	PNG, usually the icon or a square version
Business cards and print	PDF or EPS, in CMYK
Signs and large banners	EPS, AI or PDF
Embroidery and merch	AI or EPS, often in one color
Word, Google Docs and slides	PNG with transparent background
Email signature	PNG or JPG at small size

Color versions

Besides formats, a complete logo package includes color versions, because the full-color logo does not work on every background:

Full color for most uses on light backgrounds.
One color (black) for single-color printing, stamps and engraving.
Reverse (white) for dark backgrounds and photos.

Color modes matter too. RGB is for screens, CMYK for normal printing and Pantone for exact brand colors in professional print. A good designer gives you the right files for each.

What a complete logo package includes

When you order a logo, check before you pay that the package includes:

AI, EPS, SVG and PDF vector files
PNG files with a transparent background, in several sizes
JPG files
Full-color, one-color and reverse versions
Color codes in HEX, RGB and CMYK
Commercial use rights

From the studio: every logo we deliver comes with AI, EPS, SVG, PDF, PNG and JPG files in full-color and one-color versions. If a designer only offers a PNG or JPG, ask for the vector source before you order, because recreating it later costs extra.