A professional logo handoff should include at least one scalable vector master, transparent PNG exports for convenient digital use, and only the additional formats and approved artwork variations that the actual recipients need. A practical package usually covers the primary logo, suitable wide or compact lockups, and approved color treatments for light and dark backgrounds—without inventing new versions that are not part of the identity.
Which logo file formats should you deliver?
Choose formats by how the logo will be used. Vector files can scale without becoming pixelated; raster files are convenient for placement in everyday digital tools. No single format is required for every client or project, so confirm the needs of the printer, sign maker, platform, or collaborator before finalizing the handoff.
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| Format | Best suited to | What to know |
|---|---|---|
| SVG | Websites and other screen uses | Scalable vector artwork is a useful digital master or delivery format. TLAY’s brand kit says, “Vector (SVG) is preferred wherever possible; PNGs are provided with transparent backgrounds for convenience.” |
| Sharing artwork and print or sign workflows | PDF is broadly useful, but check that it contains usable vector artwork if the production job requires vector output. | |
| EPS | Print production workflows that request it | Some print suppliers request EPS. Include it when the vendor or workflow calls for it rather than treating it as universally necessary. |
| PNG | Digital placement and office applications | PNG can preserve transparency, making it suitable for placing a logo over a colored background. Supply a transparent-background export when that is needed. |
| JPG | Previews or systems that require a JPG | JPG has no transparency. Use it only when a solid background is acceptable; it is not a substitute for a transparent logo file. |
| Native editable file, such as AI | Further editing by an authorized designer | Delivery depends on the commission or client agreement. Clarify whether editable source artwork is included rather than assuming it is part of every handoff. |
Keep a vector master
Retain at least one vector version of the approved artwork. It is useful when a logo must be resized or adapted for a production workflow. For a particular job, ask the recipient which vector format it accepts and whether the supplied PDF or other file must meet any specific production requirements.
Use raster files for convenience, not as a replacement for vector artwork
Transparent PNGs work well when someone needs to place the logo into a website, slide, or office document without a background box. A JPG may be useful for a preview or a system that specifically requires it, but its fixed background makes it unsuitable when the logo needs to sit cleanly over a different color or image.
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Which logo variations belong in the package?
Include variations that solve real placement or background needs and are part of the approved identity. A package might contain the following, where applicable:
| Variation | When it helps | Qualification |
|---|---|---|
| Primary lockup | The default brand signature, often in a horizontal layout for a wide header or signature. | Use the approved primary artwork as the default; do not assume every brand’s primary version is horizontal. |
| Stacked or vertical lockup | Square or narrow placements such as an avatar, badge, or poster. | Include it only if an approved version exists. |
| Symbol or icon alone | Compact placements where the standalone mark is recognizable and intended for use. | Do not create an icon from part of the logo if the identity has no approved standalone symbol. |
| Full-color treatment | Standard use on backgrounds compatible with the brand artwork. | Follow the identity’s approved color and contrast guidance. |
| Dark or one-color treatment | Grayscale, one-color production, or suitable light-background applications. | Use an approved version rather than recoloring the logo ad hoc. |
| White or reversed treatment | Use over an appropriate dark field. | A transparent-background file is useful when the mark must be placed over a chosen background. |
Do not turn useful variants into unauthorized redesigns
Alternative lockups and color treatments are not permission to alter the logo’s proportions, shapes, or colors. Follow the brand’s usage rules, including clear-space and contrast guidance. The Chartered Institute of Marketing’s official logo guidance states: “Variations, recompositions, color alterations, or distortions of the logo’s shapes are not permitted.” That restriction is specific to its guidance, but it illustrates why each brand’s own rules should govern its handoff.
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How should you organize and label the handoff?
Make it possible for someone who is not a designer to choose the right asset without opening every file. Use filenames that identify the lockup, color treatment, and format, and include a short guide that points recipients to the appropriate files.
- Separate or clearly label the primary, stacked, and symbol-only artwork when those approved versions exist.
- Identify full-color, one-color, and reversed versions, and explain which backgrounds they suit.
- Make vector, raster, and editable source artwork easy to distinguish.
- Label screen and print files separately if the supplied artwork differs by use.
For example, a name such as Brand-Primary-FullColor-SVG communicates the lockup, treatment, and format at a glance. Adapt the naming system to the project; the important point is that recipients can identify the file’s intended use.
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What should you confirm before delivering print or production files?
Print and fabrication requirements depend on the brand specifications and the particular job. Ask the printer or sign maker what format and color setup it accepts, and whether it needs a specific version of the artwork. Do not assume a universal RGB, CMYK, spot-color, DPI, or pixel-size requirement: the applicable specifications are not established as uniform.
Quick Recap
- Ask who will use the files and where. Distinguish screen placement from printing, signage, or other production.
- Confirm the requested file type. Check whether the recipient prefers a vector file, requests EPS, or needs a PDF with vector artwork.
- Confirm color and production specifications. Follow the vendor’s instructions and the brand’s approved artwork rather than applying generic settings.
- Clarify editable-source delivery. State in the project agreement whether native files are included and who is authorized to use them.
- Check that the handoff is understandable. Include clear filenames and a brief usage guide with the approved assets.
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