A single logo file does not cover every business need. An image for a presentation may be unsuitable for a website with a dark background, while a small file may not work for signage or print.
At handover, the aim is not to collect as many file extensions as possible, but to receive a clear set: a source file, versions for practical use and a short guide to choosing the right file. Agree on the contents before design work begins.
Vector and raster: the practical difference
Vector graphics describe shapes and lines, so these elements can be enlarged without pixelated edges. A raster image consists of pixels, and its suitability depends on its dimensions and intended use.
However, the extension alone does not prove quality. An SVG can contain a raster image: the standard permits mixed graphics. Placing a bitmap inside an SVG therefore does not turn it into a vector logo. See the W3C specification for SVG.
Ask for the file's contents to be checked, rather than simply saved with the desired extension.
Files for the main applications
SVG — for a website, if the platform supports it
For a logo made from vector shapes, SVG preserves sharp edges when resized. Check how it displays in a browser, its viewport dimensions and any unnecessary margins.
If text relies on an installed font, it may look different on another device. For a version ready to publish, agree on converting lettering to outlines or another way to preserve its appearance. Export options are covered in the Adobe Illustrator documentation.
PNG — for transparent backgrounds and systems requiring raster images
PNG is useful for presentations, documents and platforms that do not accept SVG. Request a transparent-background export with pixel dimensions suited to its intended use.
A white symbol on a transparent background may look blank in a preview window. Label these versions and check them against a suitable background.
JPEG — when a fixed background is needed
JPEG suits some previews and upload systems, but a conventional JPEG does not preserve background transparency. It should not be the only logo format delivered.
PDF — for print handover and approval
A PDF can preserve vector elements, but it can also contain raster graphics. Ask for a version with graphics suitable for the task and agree on the printer's requirements.
The colour profile, PDF format and transparency handling depend on the production process. Do not request one universal preset for every print job. Adobe explains these parameters in its PDF options documentation.
Source file — for future design work
Obtain the agreed editable file in the format of the program used for the work, such as AI for Illustrator. A final export and a working source file serve different purposes; retained editing capabilities depend on the format and settings. See Illustrator's saving guidelines.
Add EPS or other formats if a particular supplier needs them. Their presence alone does not make the set more complete or higher quality.
Colour versions and layouts
Agree on the main colour version, a single-colour version and a version for dark backgrounds. RGB versions are generally prepared for screens, while print colour requirements should be agreed with the printer: CMYK, spot colours and profiles depend on the job.
If horizontal and compact layouts are included, supply them separately. A standalone symbol without the name is needed only if that use has been agreed. Language versions should not emerge as ad hoc employee edits after handover.
Do not reduce the check to a “300 dpi” label. For raster files, the pixel count and required physical size matter; vector elements are assessed differently. The production supplier should clarify the specifications for each application.
Fonts and usage terms
Ask for the fonts used, their sources and their usage terms to be identified. Converting lettering to outlines preserves its shape, but does not automatically grant permission to distribute the font file or use it in other materials.
Also clarify the terms for third-party elements and whether the result may be modified later. Receiving an archive does not replace agreeing on rights or guarantee trademark registration.
File handover checklist
- The set includes a source file and the agreed files for the website, documents and print.
- The name and language versions are written correctly.
- Colour, single-colour and light versions have clear filenames.
- Transparency, margins and dimensions have been checked in their intended applications.
- Vector versions have been checked for embedded raster elements.
- Files open without missing images or unexpected font substitutions.
- A guide explains which file to choose, the minimum size and the required clear space.
- Usage terms for source files, fonts and third-party materials are clear.
The final archive can be divided into folders for web, print and source files. Include a version and date so suppliers do not use an intermediate draft.
The expected set depends on the task: the differences are explained in “Logo, Brand Identity and Brand Guidelines”. When commissioning logo and corporate identity design, specify the required versions and handover process in the commercial proposal.