A useful logo handoff includes a scalable vector master and raster exports for everyday placements. For many projects, that means SVG for supported digital use, transparent PNG for general uploads, and an editable source file such as AI when available. Add EPS or a vector PDF if a print or production vendor requests it; use JPG only when transparency is unnecessary.
Which logo files should you ask for?
Ask for files that match the places the logo will appear, rather than relying on one supposedly universal format. A practical handoff usually includes a vector file for scaling, raster files for common uploads, and an editable original if it is included in the designer’s agreement. Print shops and merchandise producers may have their own requirements, so check with them before sending artwork.
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- SVG: for websites and other digital placements that accept it.
- Transparent PNG: for general-purpose uploads where the logo needs to sit on different backgrounds.
- AI or another editable source: for future design changes, when supplied and compatible with the recipient’s software.
- EPS or vector PDF: when requested for print or production.
- JPG: when a raster image is acceptable and a flat background is suitable.
This mix reflects common practice, not a rule for every job. The Khronos Group’s November 2014 logo guidelines, for example, provide EPS versions for print and PNG, JPEG, and SVG versions for web, noting that the choice depends on the medium and reproduction method.
How the formats differ
| Format | Type and practical use | Important limitation |
|---|---|---|
| SVG | Vector; useful for websites and supported digital placements because it scales cleanly. | Check that the platform accepts the file and that it is appropriate for the destination. |
| PNG | Raster; useful for transparent backgrounds and general-purpose uploads. | It has a fixed pixel resolution, so enlarging it beyond its export dimensions can make it look soft. |
| JPG/JPEG | Raster; broadly compatible when transparency is not needed. | It does not preserve transparency and uses lossy compression. |
| EPS | Common vector handoff for print and production workflows. | Recipient requirements and software workflows vary; ask the vendor what it accepts. |
| Document format that can preserve vector artwork and is often convenient for print handoff. | A PDF can also contain raster images, so the extension alone does not prove that the artwork is vector. | |
| AI | Adobe Illustrator’s editable working-file format, useful when future changes are needed. | The recipient needs compatible design software; AI is not the only possible editable source format. |
These roles are summarized in Shopify’s logo format guide and illustrated by the format choices in the Khronos guidelines and Service Tasmania identity guidelines.
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Choose a format by where the logo will go
Websites and supported digital platforms
SVG is a strong option when a site or platform accepts it: its vector artwork can scale without the pixel-grid enlargement problem of a raster image. Platforms differ, however, so keep a PNG export available for upload fields that do not accept SVG. For a logo on a transparent background, PNG is often the straightforward raster choice.
Office documents, presentations, and everyday uploads
Use a PNG when you need a raster image with transparency. If the destination requires or works better with a flat background, a JPG may be suitable. Neither raster format is infinitely scalable: use an export with enough pixels for the intended display size rather than stretching a small image.
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Print and merchandise production
Ask the printer or producer which file and production specifications it needs. EPS is a common vector handoff, and a PDF can work if it contains vector artwork where that is required. Do not assume every vendor requires EPS or that every PDF is suitable for sharp scaling or production; confirm the file contents and the recipient’s workflow.
Why keep both vector and raster files?
Vector artwork is defined by paths rather than a fixed pixel grid, so it can be resized for different uses without the enlargement softness associated with raster images. Raster files such as PNG and JPG are made of pixels and have fixed export dimensions. That makes them convenient for uploads and everyday placements, but a small raster logo can become visibly soft if enlarged.
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Keeping the editable original also matters when someone needs to change the logo later. Shopify identifies AI as Illustrator’s native editable format; an editable source can be more useful to a future designer than a set of flattened exports, provided they can open the file in compatible software.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.PDF needs a contents check
PDF describes a container, not necessarily the kind of artwork inside it. It may preserve vector paths, or it may contain raster images. If scaling or print production depends on vector artwork, ask the designer or vendor to confirm the PDF’s contents rather than judging by its extension. Shopify’s format guide and Service Tasmania’s 2019 identity guidelines discuss vector and raster distinctions.
What to include in a logo handoff
- Keep the editable original. Retain the source file supplied by the designer if it is part of your agreement.
- Request a vector export. Ask for SVG, EPS, or another suitable vector file according to your intended uses and recipients.
- Get a transparent PNG. Request one or more exports sized for the digital placements you expect to use.
- Add JPG only where it fits. Use it for placements that accept raster images and do not need transparency.
- Confirm production requirements. Ask the print shop or merchandise producer what it accepts before sending files.
- Verify PDFs when vector artwork matters. Confirm that the artwork inside is vector rather than assuming from the file extension.
- Request relevant logo variations. Get color or reversed versions that match real brand uses; these variations complement, but do not replace, the right formats.
Do not apply another brand’s sizing rules to your logo
Logo size guidance is brand-specific. The Khronos Group’s November 2014 guideline says its logos must not appear smaller than 0.3 inches high in print or 50 pixels high on the web. Those are Khronos-specific limits, not universal minimums. Follow the relevant brand guidelines and the receiving vendor’s specifications rather than applying one size, resolution, or color-mode rule to every logo.
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