Logo File Formats Explained: SVG, PNG, PDF, EPS — When to Use Each
Format literacy is brand literacy — the mark is only as good as the file that carries it into production.
Why this matters
SVG: the universal digital format
SVG is the default choice for any screen-based application: websites, web apps, email signatures, and digital presentations. Because SVG is vector-based, it scales infinitely without quality loss, renders sharply on retina displays, and keeps file sizes tiny.
The main limitation is that some older tools — PowerPoint, certain CMS platforms, and social media uploaders — do not accept SVG natively. For these contexts, fall back to a high-resolution PNG export. Always deliver SVG alongside raster formats in a professional logo package.
PNG: the universal compatibility fallback
PNG supports transparency, which makes it essential for any logo placement over photography, colored backgrounds, or complex layouts. Export at minimum 2x resolution — a logo that displays at 200px wide should be exported at 400px or larger.
The critical mistake is exporting PNG on a white background when transparency is needed. Always verify the alpha channel in your exports. For social media, export at the platform's recommended dimensions — typically 800×800 for profile images and 1200×630 for Open Graph cards.
PDF and EPS: print production standards
PDF is the modern print standard. Deliver vector PDF files for any print production: business cards, packaging, signage, and merchandise. PDF preserves vector quality, embeds fonts, and is accepted by virtually every print vendor.
EPS is a legacy format still requested by some traditional print shops and merchandise vendors. If your logo package includes EPS, it signals professionalism and removes friction from vendor workflows. Always convert outlines to ensure fonts render correctly regardless of the recipient's system.
Apply it now
- Include SVG for all digital use, with PNG fallback at minimum 2x resolution.
- Verify PNG exports preserve transparency — check the alpha channel before delivery.
- Deliver vector PDF for print and include EPS if working with traditional vendors.