For a logo you need a vector file (SVG or PDF) as the original and PNG files with a transparent background for everyday use. Which logo file formats you use where depends on whether the logo appears on screen or at a printer. This article explains the main formats, the colour spaces and the set of files you can expect from an agency.
What is the difference between vector and pixel graphics?
A vector graphic describes a logo with lines, curves and areas. It can therefore be enlarged to any size, from a favicon to a shop sign, without going blurry. A pixel graphic, by contrast, is a fixed grid of dots. Enlarge it a lot and it looks soft or jagged.
Your logo should therefore be created as a vector first. All pixel formats can then be exported at the sizes you need. The reverse does not work reliably: a small PNG cannot be turned into a clean original.
Which logo file format do you need for what?
The table assigns the common formats to their uses.
| Format | Type | Suitable for | Note |
|---|---|---|---|
| SVG | Vector | Websites, apps, screens | Stays sharp, usually very small |
| Vector | Printers, proposals, sharing | Type should be converted to outlines | |
| PNG | Pixel | Documents, presentations, social media | Transparency possible, export at the right size |
| JPG | Pixel | Photos, rarely logos | No transparency, artefacts at edges |
| WebP | Pixel | Websites | Small and modern, not usable everywhere |
EPS and AI are older or program-specific vector formats. Some printers still ask for them, but a clean PDF is usually enough today. SVG files are text, so browsers can display them directly. Only load SVG files from trusted sources, since they can contain scripts. MDN gives an overview of web image formats.
RGB, CMYK, spot colours: which colour space goes where?
Screens mix colour from red, green and blue (RGB), often written as a hex value. Print uses cyan, magenta, yellow and black (CMYK). Because the two spaces do not overlap completely, a vivid screen blue can look darker in print.
For that reason, define both values for every colour and have important print colours proofed. For strict colour requirements, spot colours such as Pantone or HKS come into play. They usually cost more in print and pay off mainly for packaging, signs or large runs.
What should you ask an agency to deliver?
Ask for a complete logo package, not a single file. The usual set has variants for different backgrounds and formats: full colour, single-colour black, white for dark areas, horizontal, stacked and a square logo mark for profile pictures and the favicon.
It should also include an editable original and notes on the fonts used. Inside the logo itself, the type should be converted to outlines. Also settle the usage rights in writing. Under the purpose-of-transfer rule of German copyright law (§ 31(5) UrhG), granted rights extend only as far as the contract names them. This is not legal advice; ask a specialist if you are unsure.
- Logo received as SVG and as PDF (vector)
- PNG with transparent background received in several sizes
- Variants received: colour, black, white, plus horizontal, stacked and logo mark
- Colour values documented for screen (hex, RGB) and print (CMYK)
- Editable original and font details in the package
- Usage and editing rights agreed in writing
Conclusion: one original, many derivatives
You do not need many formats, just a clean vector original and the right derivatives for web, documents and print. Our article on what a logo costs shows how such a package fits a brand. To judge the design itself, read what makes a good logo. If you are planning a logo or branding project, see our branding service or describe your project.
