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A useful logo handoff includes a scalable vector master and raster exports for everyday placements. For many projects, that means an SVG for compatible digital use, a transparent PNG for general uploads, and the editable original—such as an AI file—if it is part of the handoff. Ask a printer or production vendor whether it needs EPS or a vector PDF. Use JPG when transparency is unnecessary and the destination accepts a raster image.

There is no single format that works best everywhere: choose according to where the logo will appear, whether it needs to scale or have a transparent background, and what the recipient can accept.

Which logo files should you keep?

Keep the editable source supplied by the designer, if included in your agreement, along with exports for the places you expect to use the logo. A practical general-purpose set is:

  • SVG: a scalable vector for websites and other digital placements that support it.
  • Transparent PNG: a raster image for routine uploads that need a transparent background.
  • AI or another editable source: a working file for future changes, when one is part of the handoff and the next designer can use it.
  • EPS or vector PDF: a file for print or production if the receiving vendor requests it.
  • JPG: an optional raster image for placements where a flat background is acceptable or required.

This is a useful starting set, not a universal specification. Confirm the destination’s accepted formats and the production vendor’s requirements before sending artwork.

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How to choose a format for each placement

The main distinction is between vector artwork, which can scale without the pixel-grid enlargement problem, and raster artwork, which has fixed pixel dimensions. Then consider transparency, editability, and the recipient’s workflow.

Format Type and useful role What to check
SVG Vector; useful for websites and other supported digital placements, with clean scaling. Confirm the platform accepts SVG and that the file is suitable for its destination.
PNG Raster; useful for transparent backgrounds and general-purpose uploads. It has fixed pixel dimensions. Enlarging it beyond its export size can make it look soft.
JPG/JPEG Raster; useful when transparency is not needed and a broadly compatible image is wanted. It does not preserve transparency and uses lossy compression.
EPS Common vector handoff for print and production workflows. Ask the recipient what it accepts; some vendors have specific or legacy software requirements.
PDF A convenient document or print handoff that can preserve vector artwork. A PDF can also contain raster images. Verify that it contains vector artwork when vector scaling matters.
AI Adobe Illustrator’s editable working format. Useful for future edits when the recipient has compatible design software; it is not the only possible source format.

These distinctions are reflected in Shopify’s overview of logo formats. For real-world examples, the Khronos Group’s logo guidelines provide EPS print versions and PNG, JPEG, and SVG web versions; Service Tasmania’s identity guidelines also illustrate the use of supplied formats for a specific brand.

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Why a vector master matters

A vector master is the best starting point when the logo may need to appear at different sizes. Vector artwork is defined by paths rather than a fixed grid of pixels, so it can be scaled for different placements without the enlargement softness associated with raster images. SVG, EPS, and AI are common vector-related formats, but each serves a different workflow: SVG is useful for supported digital placements, EPS is often used for production handoffs, and AI keeps an editable Illustrator working file.

Do not assume that every file with a particular extension is suitable for every destination. In particular, a PDF may contain vector paths or merely a raster image placed on a page. If scaling or print production depends on vector artwork, ask the person who supplied the file or the receiving vendor to confirm its contents.

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What to send to a printer or production vendor

Ask the print shop or merchandise producer which format and production specifications it accepts before exporting or sending the logo. Requirements can differ by vendor and process; EPS may be requested in one workflow, while a vector PDF may suit another. Do not assume a format, color mode, or resolution requirement without checking.

The Khronos Group’s November 2014 guidelines provide a concrete example rather than a universal rule: its logo package includes spot-color and CMYK EPS versions for print and RGB PNG, JPEG, and SVG versions for web. The guideline says the selection depends on the medium, design, and reproduction method. It also sets a minimum size of 0.3 inches high in print or 50 pixels high on the web for the Khronos logo family only; those limits do not apply automatically to other logos.

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Prepare a practical logo handoff

  1. Keep the editable original. Retain the designer’s source file if it is included in the handoff, so a future designer can make changes when compatible software is available.
  2. Request a vector export. Ask for SVG, EPS, or another appropriate vector file for scalable use or production, based on the recipient’s workflow.
  3. Export transparent PNGs for routine use. Match the pixel dimensions to the placements you expect rather than relying on one small file for every size.
  4. Add JPG only when it fits the placement. Use it where a flat background is acceptable or required and transparency is not needed.
  5. Verify PDFs and vendor requirements. If you send a PDF, establish that it contains vector artwork when needed; confirm accepted formats with the receiving vendor.
  6. Request the logo variants your brand actually uses. Color and reversed versions may be needed for different backgrounds, but they do not replace choosing a suitable file format.

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