#FilesAndGuides
Logo file formats explained: PNG, JPG, SVG, PDF and EPS
Which logo file goes to the printer, the embroidery shop, Canva or a developer. What PNG, JPG, SVG, PDF and EPS each do, and why a JPG has a white box.
The logo folder arrives, and it's full of the same logo over and over. Main logo, horizontal, icon, white version, each one in several file types. It looks like a lot. It's organized that way so you never have to convert anything yourself.
What are the main logo file formats?
| Format | Type | Transparent? | Use it for |
|---|---|---|---|
| SVG | Vector | Yes | Websites, Canva, anything that has to scale on screen |
| Vector (when saved from vector artwork) | Yes | Print shops, signage, sending to anyone who prints | |
| EPS | Vector | Yes | Older print, embroidery and sign-making software |
| PNG | Pixel | Yes | Slides, social media, documents, email signatures |
| JPG | Pixel | No | Previews and mockups, never as the logo itself |
| AI | Vector source | Yes | The designer's working file |
The Brand Kit delivers the logo as PNG, JPG, PDF and SVG, organized in a shared folder alongside the brand guide.
What's the difference between vector and pixel files?
A pixel file (PNG, JPG) is a grid of tiny colored squares. Enlarge it past its size and the squares show, which is where blurry, jagged logos come from.
A vector file (SVG, PDF, EPS) stores the logo as shapes and curves. It redraws itself at any size, from a favicon to a billboard, with the same sharp edges. That's why the printer always wants the vector file. Vector vs. pixel goes into this in more detail.
Which file goes where?
The print shop (business cards, flyers, brochures): the CMYK PDF. It's vector, it holds print colors, and every printer can open it. More on print colors in why your brand color has three codes.
Signs, banners, vehicle graphics: the vector PDF or SVG. Anything printed large needs vector.
Embroidery and screen printing: a vector file, preferably a one-color version. The shop will turn it into a stitch or screen file themselves.
Canva: SVG, or a large transparent PNG. If your plan includes Canva's Brand Kit feature, upload each logo version there so it's one click away in every design.
Slides (PowerPoint, Keynote, Google Slides): transparent PNG. SVG works in newer versions of PowerPoint and Keynote.
Social media profile pictures: a square PNG of the icon, with the background color built in. Platforms crop to a circle, so leave space around the mark.
Your website builder: SVG where the platform accepts it, since it's small and sharp on every screen. Otherwise PNG at double the display size, so it stays crisp on high-resolution screens.
Email signature: a small PNG. Many email programs don't display SVG.
Word documents and letterheads: PNG for everyday use, or the PDF for a letterhead that will be printed professionally.
Why does my logo have a white box around it?
Because it's a JPG. JPG can't store transparency, so everything around the logo gets filled with white. Place it on a colored background and the white box shows. The fix is to use the PNG or SVG version, both of which keep the background empty.
What's EPS, and does anyone still use it?
EPS is an older vector format. Newer software prefers SVG and PDF, but some sign makers, embroidery shops and promotional product suppliers still ask for EPS by name. A vector PDF usually opens in the same software. If a supplier insists on EPS, it's easy to export from the source file.
What about the AI file?
AI is the Adobe Illustrator source, the file the others are exported from. Most people never need it, since a vector PDF or SVG does the same job for suppliers. If a supplier or another designer asks for original artwork, a vector PDF usually covers it. If it doesn't, ask your designer.
How do I keep the right file handy?
Keep the folder as delivered and let the brand guide tell you which logo goes where. When a new supplier asks for "the logo," ask them which format they need. Then you'll know which folder to open.
Questions people also ask
Which logo file should I send to a printer?
A PDF of the logo in CMYK. It's vector, so it prints sharp at any size, and it opens in every print shop's software. If they ask for EPS or AI, a vector PDF usually works too, but ask.
Why does my logo have a white box around it?
It's probably a JPG. JPG files can't have a transparent background, so the empty space around the logo is filled with white. Use the PNG or SVG version instead.
Can I upload an SVG logo to Canva?
Yes. Canva accepts SVG uploads, and an SVG logo stays sharp at any size in a design. A transparent PNG works too, as long as it's large enough.
What file do I need for embroidery?
Embroidery shops convert the logo into a stitch file themselves, and they need a vector to start from: SVG, PDF, EPS or AI. A one-color or simplified version helps, since fine details don't stitch well.
What's an AI file?
An AI file is the Adobe Illustrator source file. Only designers and print shops with Illustrator can open it, so most people never need to use it directly.
