Logo formats – what to use where

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So you’re nearing the finish line, you’ve decided on a logo and your designer has nailed the brand look and feel. Now what?! How do you actually use the logo?

Now that your designer has finished the logo design, they need to provide you what we call a ‘Logo-Kit’. This should contain all of the file types that you will need moving forward with your brand. You’re provided with all of these different file types to make sure you use the correct format in its appropriate context. We want to make sure you don’t ever have to reprint 10,000 business cards because your logo is blurry!

So, what are they all and when do you use them?

  1. JPEG (JPG) – This is the one you’re probably most familiar with. Essentially, it’s just an image similar to your family photos. JPG files can be relatively small in size, and can’t be manipulated to be any smaller or bigger than the file currently is, or it will get blurry. Basically, JPG files are great for photographs, previewing your logo but shouldn’t be used for print or web.
  2. PNG – Your PNG files are low-resolution images and therefore load fastest. PNG formats are most commonly used for digital applications. They hold areas of transparency, unlike JPGs which will fill empty areas with white.
  3. EPS – An EPS file format is what we call a vector file. That, in plain English, means that you can resize your logo as big or small as you wish without compromising the quality or resolution of the logo. So use this file when emblazoning your logo on a food truck or window signage. EPS files are also really high quality, so are best used for printing. These guys are essentially your best buddies from the logo kit.
  4. SVG – A SVG is another version of a vector file, like our friend the EPS. Where the EPS is mainly used for print, the SVG is used for digital. It’s what website developers and animators use to make sure your logo is always crisp on digital applications and websites.
  5. AI – An AI file format is the designer’s workable file (pretty much like an EPS file). AI stands for Adobe Illustrator – this is the software that us graphic designers use to create vectors, or logos. Most designers don’t actually provide the AI format to clients as it becomes redundant with the supply of an EPS file.

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