Logo file formats explained: SVG, PNG, JPG and PDF
Which logo file to use where: SVG for websites and print shops, transparent PNG for social media and documents, JPG for photos only, and PDF for printers.
When you get a logo, you usually get a folder of files with different extensions. Each one exists for a reason. The short version: SVG is your master file, PNG is your everyday file, and JPG is rarely the right choice for a logo.
This guide explains what each format does, where to use it, and which files to send when a printer, a web developer or a sign maker asks for "your logo."
Vector or raster: the one difference that matters
Every logo file is either a vector or a raster image.
- Vector files (SVG, PDF, AI, EPS) store shapes as math: points, curves and fills. A printer can scale a vector logo to the size of a billboard and the edges stay sharp.
- Raster files (PNG, JPG, WebP) store a fixed grid of pixels. They look fine at their original size or smaller. Enlarge them and the edges turn soft or blocky.
Your logo starts life as a vector. Every raster file you use is an export from that vector at one fixed size. If you lose the vector file, you lose the ability to make new sizes cleanly, so keep it somewhere safe.
SVG: the master file
SVG stands for Scalable Vector Graphics. It is an open web standard, so browsers, design tools and most print shops read it without special software.
Use the SVG for:
- Websites. An SVG logo stays sharp on high-resolution phone screens and is usually a small file.
- Printers and sign makers. Business cards, banners, shop signs, vehicle wraps and embroidery all start from a vector.
- Designers and developers who will build something with your logo.
Where SVG does not work: many social media upload forms, some email tools and older office software do not accept SVG. Use a PNG there.
To check an SVG file, drag it into any web browser. To edit it, open it in a vector editor such as Figma, Inkscape or Adobe Illustrator.
PNG: the everyday file
PNG is a raster format with lossless compression, which means saving it again does not reduce the quality. It also supports transparency, so a PNG logo sits on any background without a white box around it.
Use a transparent PNG for:
- Social media profile photos, posts and stories
- Slides in PowerPoint, Keynote or Google Slides
- Word documents, invoices and quotes
- Email signatures
- Marketplace listings and online store headers
Export your PNG larger than you need. A PNG around 2000 pixels wide covers most uses, and the app you upload it to will shrink it. Going the other way does not work: stretching a small PNG makes it blurry.
JPG: for photos, not logos
JPG (or JPEG) uses lossy compression, designed for photographs. It throws away detail to make files smaller. On a logo with flat colors and sharp edges, that shows up as smudgy edges and faint blocks of noise around the shapes.
JPG also cannot be transparent. A JPG logo always carries a solid background, usually white, which looks wrong on any colored surface.
The one place a JPG logo is acceptable: a mockup or photo that already includes your logo, such as a picture of your storefront or a product shot.
PDF: a safe file for printers
A PDF can hold vector artwork, so a PDF exported from your vector logo prints as sharply as the SVG. Some print shops prefer PDF because their workflow is built around it.
If a printer asks for "a vector file" or "AI or EPS," send the SVG first and ask whether it works for them. Most print shops accept SVG today. If they do not, a designer can convert the SVG to AI, EPS or PDF in a few minutes.
Which file to send: a quick reference
| Situation | File to use |
|---|---|
| Website or online store | SVG (or PNG if the platform rejects SVG) |
| Social media profile and posts | Transparent PNG |
| Slides, documents, invoices | Transparent PNG |
| Email signature | PNG, small size |
| Business cards and printed materials | SVG or PDF |
| Signs, banners, vehicle wraps | SVG |
| Embroidery and screen printing | SVG, plus your exact brand colors |
| A designer or developer | The whole folder, including the SVG |
Color, black and white versions
Besides file formats, a complete logo package includes versions for different backgrounds:
- Full color for light backgrounds
- Black for single-color printing, stamps and receipts
- White for dark backgrounds and photos
Having these ready saves you from stretching a color logo onto a dark photo where it disappears. A Premium logo from Logonius includes the SVG vector file, a 2400 px transparent PNG, and color, black and white versions (see pricing for what each option includes). If you also need printed materials and templates built from those files, the Brand Kit adds business cards, letterhead, social media templates and brand guidelines in your logo's colors.
Common mistakes to avoid
- Screenshotting your logo. A screenshot is a low-resolution raster file with whatever background was behind it. Always use the original files.
- Stretching a PNG. If a PNG looks blurry, find the SVG and export a bigger PNG.
- Recoloring by eye. Use the exact color codes from your brand guidelines (HEX for screens, CMYK for print) so the logo matches everywhere.
- Keeping only one copy. Store the full logo folder in cloud storage and share that link with anyone who needs your logo.