Guide: Which Logo File Format to Use

Logos are an integral part of an organization’s branding. Maintaining consistency in color plays a crucial part in helping an organization convey a consistent brand message across all its channels. For different mediums, different logo files need to be used. In this short guide, we will help you decide which logo file format to use for different programs or applications.

Why Are There Multiple Logo Formats?

Different display mediums use different color codes to reproduce color in images e.g. digital screen use the RGB (Red Green Blue) code and most prints utilize CMYK (Cyan Magenta Yellow Black) and Pantone color codes. This means that what will look good on one medium may end giving an inconsistent result for another.

Furthermore, there is also the issue of file size. In some applications, a small size may be preferable while in others, high quality needs to be maintained, which certainly would result in a larger file size. Different logo formats exist to address this diversity in applications.

JPG

Thanks to its widespread compatibility across various digital platforms, JPG (or JPEG) is one of the most recognizable image formats. Since it supports both RGB and CMYK, it can work well for both digital and print mediums. However, since JPG files are pixel-based, there is a limit to how much they can be enlarged before a noticeable compromise in quality is spotted.

Pros

Supported in both Digital and Print formats

Small file size

Cons

Does not enlarge well

PNG

Like JPG, PNG is also a widely supported format. Since PNG formats support transparency, they work great for such digital applications as image manipulation and graphic editing. They don’t work well with print so be sure to change logo format before you decide to produce a physical copy of the file.

Pros

Best for many digital applications

Cons

Takes up a lot of space

Not recommended for printing

GIF

One of the key features of GIF formats is that they support simple animation, making them ideal for digital applications where an animated logo might be needed e.g. on the loading page of a company’s website. However, one of the major drawbacks of GIF formats is that it has very limited color support compared to other formats. Like the previous two, being pixel-based, enlargement compromises quality.

Pros

Supports animation

Cons

Very limited color spectrum

Does not enlarge well

Print not supported

EPS/AI

Considered the ‘holy grails’ of logo formats, the biggest advantage of using EPS or AI is that, since they are not pixel-based, files can be enlarged to infinity without any compromise to quality. However, this format is not widely supported.

Pros

Infinite scaling

Cons

Not widely supported

Large file size

SVG

SVG is a new type of logo format that is becoming more common across the digital medium because it allows for the resizing of images without loss of quality. This especially makes it ideal for use in responsive web applications.

Pros

Infinite scaling

Small file size

Cons

Print not supported

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