Congratulations! You’ve created the logo for your new brand.
Unfortunately, the nitty-gritty, boring details of logo file formats sometimes get ignored in the excitement. It’s the quiet loner at the party who’ll call the cops later and ruin your vibe. Understanding these file formats is not creative or colourful. But it’s super important for the usefulness of your future logo.
It’s the standard file format that everyone uses. You can open it on your computer, tablet and smartphone. JPEGs are good for PowerPoint slides and social media files. Most of the time, the JPEG will be your go-to image file. JPEGs allow for compression, meaning smaller file sizes that are easy to email.
When it comes to logo file formats, PNGs are quite similar to JPEGs. But they’ve got one key advantage: transparency. The transparent background of PNGs allows you to use your logo with different colours and photos behind it.
Most JPEG logos are on a white background or encased in a shape. If they’re on white, they don’t look great paired with an image or coloured background—you are forced to have the white square in the way, which looks amateur.
In this example, the checkerboard pattern indicates where the background is transparent (PNG). The top image will always appear on a white background (JPEG).
People delete the file. Because they can’t open it, they think it’s useless.
A well-meaning marketing coordinator or office assistant is tasked with tidying up the digital files. Whoops, your EPS is gone. Yes, you can always go back to your designer to ask for a copy. But, if your logo was designed a while ago, you may not even know who created it.
Unfortunate scenarios when you lose your EPS logo files.
Here’s what I provide with each logo, and what you should expect from your graphic designer:
So to summarise, you need three formats for your logo file, a JPEG, a PNG and a EPS (or vector file).
Get those, and you are all set. Extra points if you file the folder with ‘DO NOT DELETE’ in the folder name.