I just got my logo files – now what?
Your handy file extension cheat sheet.
Unless you’re a designer, it can be frustrating trying to decipher what each file extension means and how you’re supposed to use them. But not to fear, we’ve put together a simple cheat sheet to help you master the lingo and understand how to get the most out of your logo files.
JPEG | PNG | GIF | TIFF | PSD | PDF | EPS | AI
JPEG
JPEGs are raster image files, which means that they can be easily sized down as needed but not sized up. They’re space efficient which means they won’t take up a lot of kilobytes on your hard drive. JPEGs also have a built-in background, meaning that whatever colour you see behind your logo is there to stay.
Use them here:
- In word docs or slideshow presentations — if you’re putting together letterhead or embedding a logo into the background of a slideshow, jpegs are great and won’t add too much to your file size
- As profile pictures on your social media channels
PNG
Similar to JPEGs, PNGs are raster image files but the key difference is that they have a transparent background. You can use PNGs in the same ways that you’d use a jpeg however, PNGs give you the flexibility to place your logo on photos, different coloured backgrounds and more.
Use them here:
- Websites
- In word docs or slideshow presentations
- Social media
- On a coloured or patterned background within a document
- As a photo overlay
GIF
GIFs are typically short, animated clips that can showcase photos or graphics in a quick loop. They are highly popular online within memes, on sites like Tumblr and more. These images tend to be lower in quality so that it can load quickly online.
Use them here:
- Website
- Online ads
- Social Media
TIFF
Like JPEGs and PNGs, TIFFs are raster image files but they are designed to maintain the quality of the original image regardless of how you re-size, re-save, or copy the graphic. Like a PNG, they can also support transparent backgrounds. TIFF files tend to be larger in size than a JPEG and will not load as quickly online. Because of this, they are typically used when creating high-quality print files.
Use them here:
- In word docs
- Print materials like stationary, advertisements, etc.
PSD
PSD files are images or graphics that have been created or altered in Adobe Photoshop. This type of file can be saved in ‘layers’ which preserves editing capabilities and allows for easy alterations within the Photoshop program. Very important to note, PSD files are raster-based, not vector, which can limit their usage.
Use them here:
- Print Material
- Professionally designed material
Invented by Adobe to be readable by any application on any computer by anyone, PDFs offer high-quality graphics and a variety of functionality. This file can even be used to further alter vector-based designs.
Use them here:
- Print Material
- Professionally designed material
EPS
EPS is another vector-based graphic file, allowing for high-resolution logos at any size. This file type is used more universally, especially if designers are still using old software like Corel or Quark. You may not be able to open this file without dedicated software, but it will be important to keep on file.
Use them here:
- Print Material
- Large-scale artwork like billboards, vehicle wraps, signage and more
- Professionally designed material
AI
AI files are vector-based files and are the most common file types in logo design. As with an EPS file, you may not be able to open the file without the proper software, but it will be extremely important to keep on file as this file can create all of the other file types listed above. This file type is easy to manipulate with Adobe Illustrator and produces high-resolution artwork at any size.
Use them here:
- Print Material
- Large-scale artwork like billboards, vehicle wraps, signage and more
- Professionally designed material
What’s the difference between Raster and Vector files?
Raster images (JPEG, PNG, TIFF, etc.) are images built entirely from pixels. Pixels are small cubes of colour that combine to create the image within a set proportion. When you stretch a raster image to a size larger or out of proportion with the original size, the image will appear distorted or pixelated. Due to this, raster images cannot be resized without affecting the resolution and will need to be saved to the exact dimensions needed for each application.
Vector images (AI, EPS, PDF, etc.) are built from proportional formulas rather than pixels, enabling for vector graphics to be resized without affecting its quality or appearance. Your logo and certain brand graphics should have been created as vector files and you should always have a master file for your records.