You just paid for a logo, you got a folder of files, and now your printer is asking for “vector.” Your website builder wants “SVG.” Your social app squashes your mark into a circle. And somehow you are the one expected to translate all of it.
This is where most small businesses lose time and end up with blurry, off-brand logos. Not because the logo is bad, but because the wrong file gets used in the wrong place.
Below is a practical, real-world breakdown of logo kit files explained in plain terms: what each file type does, which logo versions you should expect, and how to make sure your brand looks consistent on every touchpoint – from invoices to signage.
Logo kit files explained: what a “logo kit” really is
A logo kit is not just “your logo.” It is a set of production-ready assets designed for repeatable use. Think of it as your logo system packaged for the different environments you actually operate in: print, web, social, uniforms, vehicles, and whatever comes next.
A well-built kit includes multiple file formats (because different tools require different formats) and multiple logo versions (because the same logo layout will not work everywhere).
If you only receive one PNG and one JPEG, you do not have a usable kit. You have a picture of a logo.
The core file types (and what each one is for)
Most confusion comes from file extensions. Here is what they mean in practical terms.
Vector files: AI, EPS, PDF (the “never get blurry” group)
Vector logos are built from paths and points, not pixels. That means they can scale from a tiny favicon to a billboard with no loss of quality.
AI is the native Adobe Illustrator file. It is the most editable, and it is typically what designers keep as the master.
EPS is a widely compatible vector format. Many sign shops and embroidery vendors still prefer EPS because it plays nicely with older production software.
PDF can be vector too, as long as it is exported correctly. A print-ready PDF is often the easiest “send this to the printer” file because it opens everywhere and retains vector quality.
If you do any printing beyond basic office paper – business cards, flyers, stickers, packaging, apparel, signs – you want vector files in your kit.
Raster files: PNG, JPEG (the “quick use” group)
Raster files are pixel-based. They are perfect for everyday digital use, but they have a ceiling. Scale them too far and you get blur, jagged edges, and that cheap-looking halo effect.
PNG is your go-to for digital because it can have a transparent background. That makes it ideal for placing your logo on photos, colored shapes, and websites without an awkward white box.
JPEG does not support transparency, but it is smaller and widely supported. It is fine for documents or places where a background is fixed and you do not need transparency.
Raster is not “bad.” It is just situational. You want PNG and JPEG for speed, but you do not want them as your only deliverables.
SVG (the web-friendly vector)
SVG is a vector format designed for screens. It stays crisp at any size and is perfect for websites, icons, and responsive layouts.
If your logo kit includes SVG, your developer will thank you. If your web platform accepts SVG, use it for the cleanest result.
A note on “high-res PNG”
People often ask for a high-res PNG for printing. Sometimes it works, sometimes it does not.
It depends on the print size and the resolution. A high-res PNG might be acceptable for a small event flyer. It is rarely the right answer for signage, vehicle graphics, or anything where you want razor-sharp edges. For those, vector is the correct tool.
The logo versions you should expect (not just formats)
File types are only half the story. A professional kit includes variations because a logo needs to behave in different spaces.
Full logo, horizontal, and stacked
A horizontal lockup is often best for website headers and email signatures. A stacked version fits square-ish spaces like social posts or small print placements.
If you only have one layout, you will end up squeezing it into places it was never designed to fit.
Icon or mark-only version
This is the simplified symbol or monogram you can use when the full name is too long. It is what ends up on social avatars, favicons, app icons, and brand stamps.
A mark-only version is also your backup plan for tiny placements, where readability matters more than detail.
One-color and reversed versions
Color is powerful, but it is not always available. Embroidery, engraving, vinyl cut lettering, and some newspaper ads may require one color.
A one-color version is your logo reduced to a single ink. A reversed version is the logo designed to sit on dark backgrounds (often white or light ink). Without these, you will be improvising every time the background changes.
Black and white versions
Separate from “one-color,” these are often prepped for maximum contrast and clarity. They are essential for documents, stamps, faxed forms (yes, still a thing in some industries), and budget printing runs.
Color modes: RGB vs CMYK (and why your print looked different)
If you have ever seen your bright screen color print dull or shift, you have met the RGB vs CMYK problem.
RGB is for screens. Phones, monitors, and tablets create color with light.
CMYK is for print. Printers create color with ink.
A strong logo kit includes print-ready files set up for CMYK and digital files optimized for RGB. When you mix them up, colors can shift. Sometimes it is minor. Sometimes your “signature blue” turns into something closer to purple.
If your kit does not clarify which files are for print and which are for web, you will waste time on reprints and revisions later.
Backgrounds: transparent vs white vs colored
A transparent PNG is the workhorse for digital use because it adapts to different backgrounds.
But you should also expect versions placed on white and on a dark background. Not because you cannot put a transparent logo on a color, but because contrast, outlines, and legibility often need intentional design. A logo that looks clean on white can disappear on a photo-heavy flyer.
Common “which file do I send?” scenarios
Real life is rarely theoretical. Here is the short, practical decision-making guide.
If a printer asks for “vector,” send EPS, AI, or a vector PDF.
If a sign shop asks for “EPS,” send EPS. If you do not have it, send AI or vector PDF and ask if they can work with it.
If a web developer asks for “SVG,” send SVG. If you do not have it, send a high-res PNG as a temporary fallback, but plan to get SVG.
If you need a logo for social posts, use PNG. If the platform supports it, SVG can be even sharper, but many social tools still prefer PNG.
If you are dropping a logo into Word, Google Docs, or a slide deck, use PNG with transparency.
If you are emailing a quick proof to a partner, use JPEG or PNG. Save the vectors for production.
What a “complete” logo kit should include
You do not need fifty files. You need the right files.
At minimum, a practical kit includes vector files (AI or EPS plus a print-ready PDF), web-ready files (SVG plus PNG), and clean variations (full logo plus a simplified mark, with color, black, and white options).
If you operate in industries that rely on uniforms, vehicles, or physical signage, prioritize vectors and one-color versions. If you are mostly digital, prioritize SVG and properly sized PNGs. The right kit depends on how you actually sell.
How to organize your logo files so you stop guessing
Most brand folders become messy because the naming is vague. “final_logo_v3_REALFINAL2.png” is not a system.
A good structure is simple: separate Print and Web folders, then name files by version and color. For example, “Logo-Horizontal-Color-RGB.png” tells you exactly what it is without opening it.
When your team grows, that clarity becomes a cost saver. Your assistant, your marketing contractor, and your print vendor will all grab the right file the first time.
Red flags that your kit will cause problems later
If your kit is missing vectors, you will eventually pay again when a vendor cannot use your files.
If you only have one logo layout, you will end up distorting it to fit.
If you do not have a one-color version, production vendors will create their own quick conversion, and that is how logos get altered without permission.
If your files are not clearly labeled for print vs web, color consistency becomes guesswork.
Where Brandcrafter fits (if you want a kit built for speed and consistency)
If you want a logo kit that is designed to scale into business cards, flyers, and the rest of your day-to-day marketing without reinventing the wheel each time, that is exactly how we package deliverables at Brandcrafter – using a clear, process-led framework so you can move quickly, collaborate easily, and keep your brand consistent as you grow.
Your logo should not be a fragile asset you are afraid to touch. With the right files and the right versions, it becomes a practical tool you can use confidently – and the next time someone asks for “vector,” you will already know what to send.