Logo file types your business needs to look professional (and their uses)

Logo files types. Not an interesting topic, I’ll admit. But did you know that without the right file types, your business logo, no matter how fancy and fresh, is basically useless. You might think I sound dramatic. You may have never yet had to stray from the trusted JPGs included in your logo file package that you keep on hand. But I’m here to tell you, you need more. To present your brand professionally across *all* media, you need so much more! But to understand why, we need to talk about the files you *do* need and what their specific uses are. We’re all familiar with the ever-reliable JPG, but ask any designer and they’ll tell you there’s other files deserving of glory.

VECTOR VS RASTER

When it comes to file types, there are two categories they can fall under: vector and raster. Vector files are recognised by software as shapes with mathematically precise points, meaning the design file can be scaled infinitely without compromising quality. It’ll look just as crisp and clear on a business card or on a highway billboard. Vector files are the preference of professional printers and designers alike because of this attribute basically trumps all others. And if you have a vector file, given the right software, you can generate almost any other file you might need.

Vector files you should look out for within your logo package are: .ai  |  .eps  |  .pdf

Raster files, on the other hand, are flat, pixel-based images. This means any enlarging of your design past it’s physical size will result in loss of quality. Read: pixelation. Want a fast track to looking unprofessional? A pixelated logo is going to get you there, pronto. That said, raster files do have their place and are ideal where smaller file sizes are preferential, like web and social media.

Raster files that should be included in your logo package are: .jpg  |  .png

Now we’ve discussed the categories your logo files fall within, let’s talk about the files themselves and what each is used for.

AI - ADOBE ILLUSTRATOR

Most designers, myself included, use Adobe Illustrator for crafting logos. It’s the industry standard for generating vector-based files and offers much control over manipulating artwork. Often this is referred to as the ‘native’ file - the file in which the design was created. Ai files are only compatible with versions of Adobe Illustrator software, so often are not much use to clients.

EPS - ENCAPSULATED POSTSCRIPT

As with Ai files, the EPS is also vector based which has all the perks as mentioned above, yet EPS are more universal. They can be opened with other software programs (not limited to Adobe Illustrator only) and can be scaled or edited without any loss of quality. If nothing else, this is the file you want to see within your final logo files folder.

PDF - PORTABLE DOCUMENT FILE

Everyone, I mean everyone, should be familiar with the PDF. And this right here is the biggest plus when it comes to PDF files. They’re universal in a way no other vector-based file possibly is. They can be viewed on many devices without any specialised or costly software, making them an important part of your logo swag.

JPG - JOINT PORTABLE GRAPHIC FILE

Perhaps the most recognisable file type of them all, the JPG is a flat raster file which means you can’t go trying to scale it up without hella pixelation. We’re they’re at home best is probably online. You can sneak by using them to print from, as long as your file size is in check, but if you have a vector file on hand, use that for your printing needs. JPG files are great for compressing small file sizes without destroying too much image quality. This means your online images will load faster while still looking smart.

PNG - PORTABLE NETWORK GRAPHICS

With all the trademarks of a JPG, PNG files have one distinctive feature, and that’s allowing transparencies. Where JPGs are flat images, PNG files can be created to accommodate transparent backgrounds which means you can overlay your PNG logo on top of photographs or solid backgrounds. Perfect for in-house stationery (Microsoft Word, I’m looking at you) and creating social media graphics.

Overall, I hope this little introduction provides a basic understanding on what goes into creating a logo and brand and if you’re considering purchasing a pre-made logo design (however beautiful) with it’s final JPG and PNG files, know that in the long run, this isn’t a wise investment of your money. Just remember: EPS above all others.