A logo is one of the most important assets for any brand — and using the wrong file format can make a professional logo look blurry, pixelated, or broken in different contexts. Understanding which format to use for websites, print, social media, and embroidery will save you time and frustration every time you need to share your logo.
SVG — The Best Format for Logos on the Web
SVG (Scalable Vector Graphics) is the gold standard for logos used on websites. Because SVG is a vector format — defined by mathematical paths rather than pixels — it scales to any size without losing quality. Your logo looks identical whether it is 16 pixels wide in a browser tab or 1600 pixels wide on a retina display. SVG files are also small in size and supported by all modern browsers.
Use SVG for: website logos, email signatures (in HTML emails), icon sets, and any context where the logo needs to display at multiple sizes.
PNG — The Essential Web Export
PNG is the most universally compatible raster format for logos. Its key advantage is lossless compression and full transparency support — meaning your logo's background is completely transparent, allowing it to sit cleanly on any coloured background without a white box around it.
Export PNG logos at 2× or 3× the intended display size to ensure they look sharp on high-DPI (retina) screens. A logo that displays at 200px wide should be exported at 400–600px wide. Use our format converter to convert any image to PNG quickly.
EPS & AI — For Print and Professional Use
EPS (Encapsulated PostScript) and Adobe Illustrator (AI) files are vector formats used primarily in professional print workflows. If you need to send your logo to a printer, sign maker, embroidery service, or marketing agency, they will almost always request an EPS or AI file. These formats preserve all vector paths and can be scaled to billboard size without any quality loss.
PDF — The Universal Print Format
PDF logos are vector-based and universally readable — every computer and device can open a PDF without any specialist software. Many printers accept PDF logos as a high-quality alternative to EPS. A PDF logo also preserves fonts and colour profiles accurately, making it ideal for professional print jobs.
When NOT to Use JPEG for Logos
JPEG should almost never be used for logos. JPEG compression introduces artefacts around sharp edges and text — and crucially, JPEG does not support transparency. A JPEG logo will always have a white (or coloured) background box around it, making it look unprofessional on anything other than a white background. Only use JPEG for logos if no other format is available.
Frequently Asked Questions
Common questions about file formats image sizes and optimization.
What is the best file format for a logo?
SVG is best for websites and digital use because it scales perfectly at any size. PNG is the best raster format for logos, as it supports transparency. For print, EPS or PDF are preferred by professional printers.
Should a logo be PNG or SVG?
Both are excellent choices. SVG is ideal for website use as it scales infinitely without quality loss. PNG is more universally compatible and works everywhere SVG is not supported, such as some social media platforms.
Why should I not use JPEG for my logo?
JPEG does not support transparency, so your logo will always appear with a background colour box. JPEG also introduces compression artefacts around sharp edges and text, which makes logos look blurry or pixelated.
What format do printers need for a logo?
Professional printers typically request EPS (Encapsulated PostScript) or PDF vector files. These scale to any size without quality loss and preserve accurate colours and typography.
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