Logo file formats explained: what to ask your designer for

Vector and raster: the one difference that matters

Every image file is either vector or raster. A vector file stores shapes as mathematical lines and curves, so it can be enlarged to any size, from a business card to a billboard, without losing sharpness. A raster file stores a grid of colored pixels. It looks fine at the size it was made for, but becomes blurry or blocky when enlarged.

Your logo should always exist as a vector master. Raster versions are useful for everyday digital use, but they should be exported from the vector file, not the other way round. If a designer delivers only raster images, you will eventually need to pay someone to redraw your logo.

The formats you will see

You do not need to understand every format. What matters is that you have at least one vector master and a set of ready-to-use PNG files.

Color and layout versions

A logo is rarely used in only one way. Ask for these versions:

• Full color for most uses.
• One color, usually black, for stamps, engraving and simple printing.
• Reversed, usually white, for dark backgrounds.
• Horizontal and stacked layouts, if your logo has a symbol and text.
• A small icon version for app icons, browser tabs and social profile pictures.

Ask for the exact color codes as well: HEX and RGB for screens, and CMYK or a Pantone reference for print. Without them, colors often look different from one printer or website to the next.

Fonts and text

If your logo includes your business name, the font matters. Ask the designer for the font name and whether it is free for commercial use or needs a license. For the master files, text should also be converted to outlines, which turns the letters into shapes so the logo looks correct on computers that do not have the font installed.

Sizes and resolution

For PNG files, ask for at least one large version, for example 3000 pixels wide, plus smaller versions for web use. For print, files should be vector or high resolution at the printed size. If a printer tells you your logo is low resolution, it usually means you sent a small raster file instead of a vector.

Checklist before you accept a logo

• At least one vector master file (AI, EPS, SVG or PDF).
• PNG files with transparent backgrounds in large and small sizes.
• Full color, one color and reversed versions.
• Any alternative layouts and a small icon version.
• Color codes for screen and print.
• Font names and license information, with text outlined in the master.
• Files that open correctly on your own computer.

If you already have a logo without proper files

If all you have is a small image, a designer can redraw it as a vector. This service is called vector tracing, and it is usually quicker and cheaper than a new logo. Send the clearest version you have and say where the logo will be used. Our vector tracing guide explains what to ask for, and our logo vs brand identity article helps if you are thinking about a fuller refresh.

Finally, store your logo files in more than one place, such as your computer and a shared cloud folder, and give a copy to anyone who regularly creates materials for you. It is surprisingly common for businesses to lose their original files, and keeping a tidy, shared folder avoids paying to recreate work you already own.