Logo File Formats for Print and Web: What to Ask For
A new client sends the brief, and you ask for their logo. What comes back is a 200-pixel JPG with a white box around it, saved from their own website. It looks fine in the email. It looks terrible on a dark header, worse on a retina screen and completely unusable on a trade show banner. Most logo problems aren't design problems. They're file problems. Somebody never asked for the right files, so…
When you receive a logo, it is typically a 200-pixel JPG with a white box around it, saved from their website. This version appears fine in an email but fails on dark headers, retina screens, or trade show banners. Often, the issue isn't with the design, but the file format. Many people fail to request the right files initially, leaving neither designer nor recipient with them.
This guide outlines the logo file formats you should ask for, explains vector vs PNG, and details printer requirements, necessary color versions, and proper usage in code.
Begin by requesting a vector master file (usually AI or SVG) from your designer. This format allows the logo to be edited and scaled, ensuring it appears sharp regardless of size. Additionally, request a print-ready vector file (PDF or EPS) for printers and vendors. For websites and apps, request SVG files, which are vector, lightweight, support transparency, and can be styled with CSS. PNG files are ideal for documents, presentations, and social media profiles, as they support transparency.
Use a JPG only when a platform insists on it, as it lacks transparency and compression can blur logo edges. Provide color versions, including full color, black, white, and grayscale, to accommodate various backgrounds and printing methods. Specify color modes for screens (RGB and HEX) and printers (CMYK), noting that Pantone or spot colors may be required for exact color matching.
For layouts, request horizontal versions for website headers and email signatures, stacked layouts for square spaces, and standalone icons or marks for favicons, app icons, and social avatars.
Printers typically require vector artwork, PDF or EPS files, CMYK or spot color values (not just RGB), converted fonts, and a high-resolution raster fallback (300 pixels per inch). Modern formats like WebP and AVIF offer smaller sizes and transparency, but they are not master files. Always maintain a fallback for older browsers. Remember, the vector source is the most crucial element – all other versions should be exported from it.
Written by urgent.news from Dev.to's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
