Logo set file types

This guide will help you understand the different file types, colour variations, and lockup styles included in your logo set. Each file type serves a unique purpose, and using the correct one ensures your logo looks best in every application.

Types and usage

When you receive your logo set, you will find a variety of files including types such as JPG, PNG, SVG and PDF. Each of these file types are designed to cover all your print and digital needs. Understanding the difference between print and digital usage is crucial for maintaining the quality and integrity of your logo across different media.

Print usage

Print usage involves materials that will be physically printed, such as business cards, posters, brochures, and clothing. 

Print files must be in the CMYK colour space, which stands for Cyan, Magenta, Yellow, and Black. These are the standard colours used in printing to ensure accurate colour reproduction. 


The file types typically used for print include:

.ai (Adobe Illustrator)

The original source file, fully editable and scalable without quality loss.

.pdf (Portable Document Format)

Versatile for sharing and printing, supports CMYK and transparent backgrounds.

.eps (Encapsulated PostScript)

Ideal for scalable print materials, supports transparent backgrounds.

.jpg (Joint Photographic Experts Group)

Suitable for print but be cautious with resizing; does not support transparency.

.png (Portable Network Graphics)

Supports transparency and can be used in print; maintain original size to avoid quality loss.

Digital usage

Digital usage involves any materials that will be viewed on screens, such as websites, social media, and digital advertisements. 

Digital files must be in the RGB colour space, which stands for Red, Green, and Blue. These colours are used in digital displays to ensure vibrant and accurate colour representation. 


The file types typically used for digital include:

.svg (Scalable Vector Graphics)

Ideal for digital use, fully scalable, supports transparency, and has a small file size.

.jpg (Joint Photographic Experts Group)

Common for digital use; good for photographs and detailed images but does not support transparency.

.png (Portable Network Graphics)

Supports transparency and high-quality images; maintains quality when resized.

.webp (Web Picture Format)

Smaller file size, supports both lossless and lossy compression, optimised for web use.

.pdf (Portable Document Format)

Can be used for sharing documents digitally while maintaining formatting.

.ai (Adobe Illustrator)

Used by designers for editing and creating digital assets, not typically used directly in digital displays.

Colour variations

Your logo set can include different colour variations to help ensure it can work across various backgrounds and media:

Example company logo

The primary version of your logo.

Example company logo

A black and white version.

Example company logo

For use on darker backgrounds.

Example company logo
All white

For use on dark or coloured backgrounds.


Depending on your logo design, you may have different lockup options:

Example company logo
Master logo lockup

The primary configuration.

Example company logo
Horizontal version

A wider, shorter variation, for use when the primary lockup doesn’t work within a space or layout.

Example company logo

A simplified version, ideal for social media avatars and icons.

Vector vs raster formats

Understanding the difference between vector and raster formats is essential for maintaining the quality and versatility of your logo across various applications. 

Here, we will explore the characteristics, advantages, and best use cases for each type of format.

Vector formats

Vector files are created using mathematical equations to define shapes, lines, and colours. This method allows for infinite scalability without any loss of quality. 

Vector files are ideal for creating graphics that need to be resized frequently and used across different media.

AI file icon
AI (Adobe Illustrator)

Characteristics: original source file, fully editable, scalable without quality loss.

Best used for: professional editing, creating new assets, print materials, large format printing (billboards, banners).

EPS file icon
EPS (Encapsulated PostScript)

Characteristics: ideal for scalable print materials, supports transparency, editable with design software.

Best used for: print materials (business cards, posters, brochures), signage, professional design edits.

SVG file icon
SVG (Scalable Vector Graphics)

Characteristics: designed for digital use, small file size, scalable without quality loss, supports transparency.

Best used for: websites, digital displays, web graphics, icons, interactive graphics.

PDF file icon
PDF (Portable Document Format)

Characteristics: versatile, supports both vector and raster elements, maintains formatting across devices, can support transparency.

Best used for: sharing and printing documents, print materials, professional edits, digital presentations.

Raster formats​

Raster files are composed of pixels, which are tiny squares of colour that come together to form an image. The resolution of a raster image is determined by the number of pixels per inch (PPI). 

While raster files can provide detailed and complex images, they are not infinitely scalable; enlarging them beyond their original dimensions will result in a loss of quality and pixelation.

JPG file icon
JPG (Joint Photographic Experts Group)

Characteristics: solid background, supports both CMYK and RGB, widely compatible, lossy compression.

Best used for: photographs, web images, digital documents, social media posts.

PNG file icon
PNG (Portable Network Graphics)

Characteristics: supports transparency, lossless compression, maintains quality when resized, supports both CMYK and RGB.

Best used for: web graphics, digital documents, images requiring transparency, presentations, social media graphics.

WEBP file icon
WEBP (Web Picture Format)

Characteristics: supports both lossless and lossy compression, smaller file size, designed for web use.

Best used for: websites, digital displays, optimising web performance.

Practical tips

Converting file types

Always save from the original source.

Selecting the right file type

 Match the file type to your specific use case.

Sending files to professionals

Provide EPS, AI, or SVG files for edits.

You should now have a clear understanding of how to use each file type included in your logo set. Always use the right file for the job to ensure your logo looks its best. 

If you have any doubts, don’t hesitate to consult Highland Marketing for advice.