Format Guide
Every logo comes in a few file types, split into Digital for screens and Print for paper. Not sure which to grab? Answer a few quick questions.
RGB — red, green, blue, made of light
This is how every screen shows color — phones, monitors, TVs, projectors. Because it's made of light, colors look bright and punchy. Use the Digital files for websites, social media, video, slide decks, and email.
CMYK — cyan, magenta, yellow, black, made of ink
This is how printers put color on paper. Because it's made of ink, bright on-screen greens and reds come out a little softer in print. Always send the Print files to printers, sign makers, and apparel shops so the finished product matches what you approved.
Vector
Drawn from shapes, so they stay perfectly sharp at any size — from a tiny app icon to a billboard. The right choice for logos almost every time.
Raster
Made of pixels, so they have a fixed size. Pick one at least twice as big as you'll show it, and never blow it up larger — it'll go blurry.
| Format | Kind | Digital / Print | Transparent | Use for | Avoid for |
|---|---|---|---|---|---|
SVG Scalable Vector Graphics | Vector | Digital | Yes | Websites, apps, email signatures — anything on a screen. | Print jobs where exact color matching matters. |
PDF Portable Document Format | Vector | Yes | Handing off to a printer, sign maker, or apparel shop. | Placing directly on a web page — it won't show up inline. | |
PNG Portable Network Graphics | Raster | Digital | Yes | On screen when SVG won't work (PowerPoint, social posts, some email). | Large print — it turns blurry. |
WebP Web Picture format | Raster | Digital | Yes | Modern websites where a smaller file helps pages load faster. | Print, older programs, or anything that can't open WebP. |
JPG JPEG | Raster | Both | No | Photos, on screen or in print. | Logos with crisp edges, or anywhere you need a transparent background. |
Stays sharp at any size and the file is tiny. The first choice for anything on screen.
Stays sharp at any size and works with nearly every printer. The file to send for print.
A transparent image made of pixels. Save it at least twice the size you'll show it so it stays crisp.
About a third to half the size of the same PNG or JPG. Works in every up-to-date browser.
Built for photos, not logos. It can't be transparent, and a little quality is lost each time you save.
Quick rules
/brand/Primary/RGB/SVG/./brand/Primary/CMYK/PDF/.