What file format should my logo be in?

Share This Post

Logos are beautiful, logos are unique, but getting your logo in the proper format for several different uses can seem mind-boggling.  Here’s a brief primer on the two primary file format types for logos:


Raster images are by far the most common. They are made up of rows of pixels, similar to a mosaic. You can’t usually tell they are individual pieces until you enlarge the image.

  • What’s good:
    • This is the only way to save photo-type images.
    • They work great for web sites, email insertion, and images.
  • What’s bad:
    • They don’t scale well. When increasing their size, the quality decreases and look “pixelated”.
    • They can appear fuzzy and/or grainy when used with printed materials.
  • Resolution: when using raster images, choosing the proper resolution is very important.  Resolution is generally regarded as the number of pixels (dots) per square inch.
    • 72 dpi (dots per inch) is a good resolution for images on web sites
    • 300 dpi is a good resolution for images used on printed materials
  • Common file formats:
    • .jpg
    • .gif
    • .png
    • .psd
    • .tif
    • .bmp


Vector.  Vector images are made up of a series mathematical formulas consisting of points and lines. The smooth lines make vector images extremely flexible to work with.

  • What’s good:
    • They are scalable from very small (business card) to very large (signs & banners).
    • They reproduce crisp and clear on printed materials.
    • There is no need to worry about the image resolution.
  • What’s bad:
    • Many people don’t have vector versions of their logo
    • The file sizes can be large
  • Resolution: vector files are not subject to low or high resolution. Due to the nature of how vector images are created, they are always the same whether displayed small or large.
  • Common file formats (these formats do not guarantee the file was originally created as vector art):
    • .ai
    • .eps
    • .pdf
    • .cdr

If you have a logo only in raster format it can be recreated in vector format to allow for more flexible use and better print production.

More Blog Posts To Explore