You finish a logo project and get a folder full of files named things like “FINAL_final2_v3.png.” Then your printer asks for a vector. Your website builder wants an SVG. Your sign shop says they can’t use what you sent. None of that is a design problem – it’s a delivery problem.
If you’re asking what files should a logo include, you’re really asking a business question: “What do I need so I can move fast, look professional, and stop paying for fixes every time a new use case pops up?”
This guide lays out the practical set of logo files that covers real-world needs – web, print, apparel, signage, social, and handing off to vendors – without overcomplicating your kit.
What files should a logo include to work everywhere?
A complete logo package isn’t “every format known to man.” It’s a tight set of master files plus ready-to-use exports.
Think of it like this: you want one or two source-of-truth files that never change, and then a handful of versions that are optimized for where your logo actually shows up. That combination prevents the most common small business pain points: blurry logos, off-brand colors, and vendors requesting “the real file.”
At minimum, a professional logo kit should include vector files (for scale and production), raster files (for everyday use), and a few variants (so the logo stays readable in different layouts and backgrounds).
Start with the non-negotiables: vector master files
Vector files are the backbone of your logo. They scale infinitely without getting pixelated, which is why printers, sign makers, and embroidery shops ask for them.
AI (Adobe Illustrator)
If your designer created your logo professionally, there’s almost always an AI file. This is the working master in many studios. It preserves layers, editable shapes, and precise color builds.
Trade-off: AI is not universal. Many vendors can’t open it unless they use Adobe tools. That’s why you also need a more broadly compatible vector.
EPS (Encapsulated PostScript)
EPS is the “most likely to be accepted” vector format across print vendors, apparel decorators, and older production workflows. If you’re sending your logo to a third party and you don’t know what they use, EPS usually keeps the conversation short.
Trade-off: EPS can be less friendly for modern web workflows and may not preserve certain advanced features the same way as AI.
PDF (vector PDF)
A properly exported PDF can contain vector artwork and is widely usable. Many print shops and partners accept vector PDFs because they preview easily and open in a range of software.
The key is making sure it’s truly vector (not a raster image embedded in a PDF). If you can zoom in and the edges stay perfectly crisp, you’re in good shape.
Web and everyday use: raster files that are ready now
Raster files are pixel-based. They’re perfect for emails, documents, social posts, and quick uploads – as long as they’re exported at the right sizes.
PNG (transparent background)
PNG is usually the most useful day-to-day logo file. It supports transparency, so you can place your logo on colored backgrounds, photos, and website sections without a white box around it.
For best results, you want PNGs in a few sizes. One tiny file for web headers and one larger file for presentations and general marketing usually covers it. If you only have a small PNG, it will look soft when enlarged.
JPG (solid background)
JPG doesn’t support transparency, but it’s small and widely compatible. It’s still handy for situations where a platform compresses PNGs poorly or you need a quick image for a document.
The trade-off is quality loss from compression and the lack of transparency. JPG is never your “master,” but it’s a useful utility file.
The modern must-have: SVG for digital
SVG is a web-friendly vector format. It scales cleanly on screens, stays sharp on high-resolution displays, and often loads faster than large PNGs.
If your logo is going on a website, landing page, or in a digital product, SVG makes life easier. It can also be styled for color in some cases (for example, switching from dark to light in a header) – but that depends on how it’s built.
Trade-off: some platforms don’t accept SVG uploads for profile images. That’s why SVG complements PNG, not replaces it.
Logo variations that prevent “design emergencies”
Most logo problems happen when a single version gets forced into every space. A strong file kit includes variants that are already approved so you’re not making judgment calls under pressure.
Full logo, horizontal, and stacked
You’ll typically want a primary logo (often horizontal) and a stacked version for square-ish spaces. Think: website header versus social avatar or flyer corner.
If you only receive one layout, you’ll end up squeezing it, shrinking it too far, or breaking spacing rules just to make it fit.
Icon or mark-only version
A simplified mark is useful for favicons, social profile images, app icons, watermarking photos, and small placements where the full name won’t be readable.
This is also where brand consistency shows up: using the official mark prevents random crops of your logo in the wild.
One-color and black-and-white versions
Even if your brand is full color, you’ll run into use cases where color printing is not an option or not cost-effective. A clean one-color logo is essential for:
- single-color merch printing
- stamps
- invoices and internal documents
- certain signage applications
A proper kit includes a black version, a white (knockout) version, and a one-color version that doesn’t rely on gradients or thin strokes.
Light and dark background options
Logos don’t magically work on every background. If your primary logo is dark, you need a light version for dark photos or dark website sections.
This is less about aesthetics and more about conversion: if people can’t read your logo at a glance, you lose credibility.
Color modes: why you need both RGB and CMYK
This is where a lot of small businesses get tripped up because the files look “fine” until they’re printed.
RGB is for screens (websites, phones, social). CMYK is for most print. If you send RGB artwork to a printer, colors can shift – reds can dull, greens can change, and brand consistency suffers.
Your logo files should include both RGB exports for digital and CMYK versions for print. If you want even tighter print accuracy, Pantone (spot color) builds can matter for certain print runs, but it depends on your budget and how often you print.
Size and resolution: avoid blurry logos on day one
For raster files (PNG and JPG), resolution matters.
A good rule: if you’re using the logo for web, you want enough pixels to look crisp on high-density screens. If you’re using it for print, you generally want 300 DPI at the size it will be printed.
What “depends” here is your real usage. A local service business printing flyers and business cards needs different exports than a hospitality group rolling out signage across multiple locations. The best approach is to build the kit around your most common touchpoints, then include a few extras so you’re not stuck later.
Naming and folder structure: the hidden part of a professional delivery
Files are only useful if you can find the right one quickly.
A clean logo kit uses obvious naming, like “BrandName_Logo_Primary_RGB.png” or “BrandName_Logo_OneColor_Black.eps.” That sounds small, but it’s what prevents accidental off-brand usage by your team, your VA, or a vendor.
When you’re moving fast – posting promos, sending print orders, updating a website – clarity is ROI.
A practical “logo kit” checklist you can hand to any designer
If you want a straightforward deliverables request, here’s the set that covers most small to mid-sized businesses without going overboard:
- Vector masters: AI, EPS, and a vector PDF
- Web vector: SVG (primary logo and icon/mark)
- Raster exports: PNG (transparent) and JPG (solid) in usable sizes
- Variations: primary, stacked, icon/mark-only
- Colorways: full color, black, white, one-color
- Color modes: RGB set and CMYK set
If your business depends heavily on uniforms, embroidery, vehicle wraps, or signage, ask for production-ready versions tailored to those vendors. Some shops have specific requirements (stroke weights, minimum detail, or simplification for stitching), and it’s cheaper to plan for that than to fix it mid-order.
Common handoff mistakes that cost businesses time and money
The biggest issue is getting “only PNGs.” That works until you need a banner, a sign, or anything printed large. Then you’re either recreating the logo or paying a designer to convert it – and conversions can introduce errors.
The next issue is missing color modes. If you only have RGB files, print results can drift. If you only have CMYK files, your digital branding can look muted.
Finally, watch for inconsistent versions floating around. If you have multiple “final” logos with tiny differences, your brand starts to look sloppy across touchpoints. A single, structured kit prevents that.
If you want this handled as a system
If you’d rather not manage file specs and vendor requirements yourself, a structured studio partner can deliver the logo as a usable kit from day one, built for real marketing touchpoints like cards, flyers, and web. That’s how we approach it at Brandcrafter.co.nz: fast, collaborative, and delivered in practical formats so you can deploy your brand without friction.
Your logo isn’t just a design. It’s a tool. The right files make it easy to use, easy to share, and hard to mess up – which is exactly what you want when you’re busy running the business.