What Do Your Logo Files Mean?

What Do Your Logo Files Mean?

Mason KingsburyBlog, Q NEWS

What Do Your Logo Files Mean?

PNG This, PDF That. What Do Your Logo Files Mean?

By Mason Kingsbury | 10/10/2018

So you’ve just received your brand new logo. It’s looking sharp, sleek and top-notch. But why have you been sent the same logo in heaps of different formats? What on earth is a PNG, EPS, SVG or PDF? What’s a vector file?

Everything You Need to Know About Logo Files

It’s important to understand that one image doesn’t fit all. Just because your logo is a really high resolution image doesn’t mean you can use it for everything. Your graphic designer knows that you’ll probably want to use your brand new logo everywhere — which is why you’ve been sent the same image in different files.

What is a PNG Image?

A PNG (Portable Network Graphic) is perfect for digital purposes and are great if you need the image to be transparent. If you want to overlay your logo on top of another image or background then use the PNG so you don’t have white areas blocking out the background. Don’t worry, your logo won’t be transparent, just the background.

PNG Benefits:

  • Won’t lose quality if you decompress the image’s size
  • Transparent background
  • Easy to read/open

Use a PNG For:

  • Websites & online material
  • Letterhead to make your documents look more professional
  • Social media profile images
  • Watermarks on other images

What is a PDF File?

A PDF (Portable Document Format) is a commonly used file format developed by Adobe. PDFs are usually used for documents but can also be used to share images and logos etc.

PDFs are great because formatting will always stay the same, are easy-to-share and are easy to open. You can open PDFs on most mobile devices, laptops and computers. If you can’t, simply download the free Adobe Acrobat Reader (remember to un-tick the optional extras).

PDF Benefits:

  • Easy to share & read
  • Formatting stays the same on all devices
  • Supports transparent background (even though the image within the PDF will have a white background, once this is exported the background will disappear)
  • High quality

Use a PDF For:

  • Printed material (such as posters, business cards, labels, clothing etc.)

What is a SVG File?

A SVG (Scalable Vector Graphic) will always be crisp and maintain the image’s quality. SVG images won’t show rough and jagged edges when you zoom in close. Why? Instead of using pixels, SVGs use mathematical formulas to ensure the image never loses its quality.

SVGs are quite a specialised format, which is why they are not always accepted. If they are then you should always send an SVG file especially if the image is to be scaled up to a large size (such as on a billboard or poster).

SVG files also look great on high resolution or retina displays. An SVG can be viewed in your browser (like Chrome or Safari) or with Adobe software such as Photoshop or Illustrator.

SVG Benefits:

  • Can be scaled to any size without quality loss
  • Vector format (no jagged lines)
  • Are a smaller size than a PNG or PDF
  • Transparent backgrounds
  • Web friendly
  • Able to be edited with Adobe software (like Photoshop and Illustrator)

Use a SVG For:

  • Printed material
  • Websites
  • High resolution work
  • Sending to a graphic designer to make changes to the image

What is an EPS File?

An EPS (Encapsulated PostScript) file is a vector-based image created in Adobe Illustrator. As a vector image your EPS logo can be scaled up or down without losing quality or showing any unsightly jagged edges.

EPS files are able to be edited within Adobe Illustrator which is why they are commonly referred to as a “master file”.

You need the Adobe Illustrator software to view and edit EPS files so this makes viewing them a little trickier. However, designers, printers, and other creative agencies will all have access to the Adobe suite and will often ask for the EPS file if they do any work for you.

EPS Benefits:

  • Scalable for print (from large billboards to small business cards)
  • Vector file (no jagged edges)
  • Transparent backgrounds
  • Can be edited in Adobe Illustrator and/or Photoshop

Use EPS Files For:

  • Printing materials
  • Sending to graphic designers to make changes or to edit

So there we have it — those logo files you just received from your graphic designer weren’t sent to you by mistake and they’re not going to infect your computer with viruses — they’ve been sent to you in the event that a standard JPEG just won’t do!


  • PNG images are used for websites and other online material, letterheads, social media profile pictures or for adding watermarks on other images. PNG images feature transparent backgrounds and are easy to share/read.
  • PDF files are easy to share/read and formatting stays the same on all devices. PDFs feature transparent backgrounds and can are high quality. They are usually used for printed material.
  • SVG files can be scaled to any size without losing quality. They are web-friendly and vector-based (no jagged edges). Editable with Adobe software and used for high resolution work.
  • EPS files are scalable for print without losing quality, vector-based (no jagged edges), easily editable for graphic designers, feature transparent backgrounds and are often referred to as “master files”.

Logo & Graphic Design Agency in Tauranga

Are you in search of a full-service graphic design and creative agency in Tauranga or Hamilton?

At Quentosity our team of graphic designers and digital creatives can transform your brand and get it noticed for all the right reasons.

Whether you need website development, logo design, brand development, or a marketing strategy — contact us at Quentosity and let’s talk about your Tauranga or Hamilton business!