Key facts
- Vector formats (AI, EPS, SVG, PDF) scale to any size without blurring
- Raster formats (PNG, JPG) are made of pixels and go blurry when enlarged
- Use CMYK files for print and RGB files for screens
- PNG supports transparent backgrounds; JPG does not
- SVG is the best format for logos on websites
- If you only have a JPG, your logo can be redrawn as a vector
Vector vs raster: the one thing to understand
Every logo file is either vector or raster. A vector file stores the logo as mathematical shapes: points, lines and curves. You can scale it from a 10 mm pen print to a 10 metre building wrap and the edges stay perfectly sharp. A raster file stores the logo as a fixed grid of coloured pixels. Enlarge it beyond its original size and you see blur, jagged edges and soft colour.
The rule is simple: the master version of your logo must be vector. Raster files are exports made from that master for specific jobs. If the only logo you have is a JPG from an old website, you do not really have your logo; you have a picture of it.
The formats one by one
| Format | Type | Use it for |
|---|---|---|
| AI | Vector | The editable master file from Adobe Illustrator. Send to designers. |
| EPS | Vector | Older universal vector format. Sign makers, embroiderers and promotional product suppliers often ask for it. |
| Vector (if exported correctly) | Printers, and anyone without design software. Opens anywhere. | |
| SVG | Vector | Websites. Tiny file size, sharp on every screen, can be styled with code. |
| PNG | Raster | Social media, email signatures, PowerPoint, Word. Supports transparent backgrounds. |
| JPG | Raster | Photographs. Poor for logos: no transparency and compression blurs edges. |
Some suppliers also ask for DXF, a CAD format used by laser cutters, CNC routers and vinyl plotters to cut the logo shape directly.
One trap: saving a JPG inside an EPS or PDF does not make it vector. The file extension changes but the pixels stay. If you zoom right in on a PDF logo and the edges turn into steps, it is a raster image in disguise.
Colour versions you need
Format is only half the story. Each logo should come in several colour builds:
- CMYK (cyan, magenta, yellow, black) for printed items such as leaflets, brochures and business cards.
- Pantone (PMS) spot colour for exact colour matching on stationery, packaging and merchandise.
- RGB for anything on a screen, with HEX codes for web developers.
- Single colour black for faxes, newspaper adverts, engraving and stamps.
- Reversed white for dark backgrounds and photographs.
Sending an RGB file to a printer is a common reason for colours coming out dull, especially bright greens, blues and oranges that sit outside the CMYK range. Our guide on choosing brand colours explains why.
Which file to send to whom
- Printer: print-ready PDF, or EPS if they ask. See how to prepare print-ready artwork.
- Sign maker or vehicle wrapper: EPS, AI or PDF vector, plus Pantone references.
- Embroidery or merchandise supplier: EPS or AI, ideally the single colour version.
- Web developer: SVG, plus PNG at 2x size as a fallback, and HEX colour codes.
- Social media: square PNG of the icon version, at least 400 × 400 pixels. See social media image sizes.
- Office documents: PNG with a transparent background.
What if you only have a blurry JPG?
This is one of the most common jobs we see. The original designer has gone, the files are lost, and the only copy is a small JPG pulled from a website. The fix is to redraw the logo as a vector. A designer traces every curve and letter by hand in Illustrator, matches the typeface where possible, and rebuilds the colours with proper CMYK, RGB and Pantone values. Automatic "image trace" tools rarely give clean results for anything with lettering.
dijitul redraws logos at our design rate of £45 an hour + VAT, or a fixed quote once we see the file. If the logo is dated anyway, it may be worth a light logo redesign at the same time.
When to call dijitul
If your printer has rejected your logo, it looks fuzzy on your van, or you are starting fresh, get in touch. New logo design is from £150 + VAT with every format above included. dijitul has supplied artwork to UK printers, sign makers and web developers since 2006.
Frequently asked questions
What is the best file format for a logo?
There is no single best format. The master should be a vector file (AI, EPS, SVG or PDF) so it can be scaled without blurring. For websites use SVG, and for social media and office documents use PNG with a transparent background. dijitul supplies all of these with every logo.
Why does my logo look blurry when printed?
Usually because it is a low-resolution raster file, such as a JPG or a PNG copied from a website, being enlarged. Printers need vector artwork or at least 300 dpi at the printed size. dijitul can redraw a blurry logo as a clean vector at £45 an hour + VAT.
What is the difference between EPS and AI files?
Both are vector formats. AI is Adobe Illustrator's native editable file. EPS is an older, more universal format that many sign makers and merchandise suppliers still request. If you have one, a designer can usually create the other, so keep the AI master safe.
Can I open an EPS or AI file without Illustrator?
You can preview them in some free viewers, and a PDF version opens on any computer. For editing you need vector software. That is why dijitul also supplies a PDF and PNGs, so you can use and share your logo without design software.
Should my logo be in CMYK or RGB?
Both. Use CMYK files for printing and RGB files for screens. A good logo set includes each, plus Pantone references for exact print colour and HEX codes for websites. Sending RGB to a printer is a common cause of dull colours.
Is a PNG logo good enough for printing?
Only for small items and only if it is large enough: 300 dpi at the final printed size. For anything big, like banners or signs, a printer will want vector artwork. A PNG is best kept for screens, documents and social media.
Related
Get a fixed price
Send a rough brief. You'll know exactly what it costs before we start.