Logo Files and What They Mean

You've done it! You've hired a designer who's brought to life a beautiful brand look and feel. You're stoked on a logo and have received your logo files.

So now what!? How do you actually use the logo?
If you're working with us, you'll open up a folder that looks a little like this....

"What are all these folders?", my clients will ask me.

Once a designer has finished with the logo design, they are able to provide you with a sort of "kit". This kit should contain all of the file types that you will need moving forward with your brand. You’re provided with all of these different file types to make sure you use the correct format in its appropriate context.

So... what do all these file types mean and when do you use them?
AI –
An AI file format is the designer’s workable file. AI stands for Adobe Illustrator – this is the software that us graphic designers use to create vectors, or logos. You won't need to use this file, however you may need to pass it on to another designer if changing or tweaking your original logo.

EPS – An EPS file format is what we call a vector file. That, in plain English, means that you can resize your logo as big or small as you desire without compromising the quality/resolution of the logo. Use this file type when plastering your logo on a food truck or window signage. EPS files are also really high quality and are best used for printing. Basically, when any type of vendor asks for your logo, this is definitely the best format to send them.

JPEG / JPG – This is the one you’re probably most familiar with. Essentially, it’s just an image. Kind of like the ones you take for your family photos or just on your phone camera. JPG files can be sometimes be pretty small in size. They also can’t be manipulated to be any smaller or bigger than the file currently is, or it will get blurry. They also cannot have a transparent background. The default option will always have empty areas filled with white. Simply put, these files are great for photos and previewing your logo, but shouldn’t be used for print or web.

PDF – PDFs are a file format that can also be opened as an AI file. Lots of times, if you can't find your AI file to send a designer, sending them the PDF can work wonders.

PNG – PNG files are most commonly used for web presence. Your PNG files are low resolution images and therefore load fastest. These files are also great because they actually hold transparency.

with love & light,