Brand Identity • Checklist
Logo File Formats Guide: What You Actually Need
Small businesses often get stuck because they have “a logo” but not the right files. Use this guide to request the correct formats for web, print, and social—so you don’t pay twice.
SVG vs PNG vs PDF (simple explanation)
The “vector” files (SVG/PDF) are the real gold. PNG/JPG are copies used for specific situations.
SVG (vector)
Best for
- Websites
- Apps
- Scaling to any size
- Best “master” file for digital
Avoid when
- Some older print vendors that only accept PDF/EPS
PDF (vector)
Best for
- Print vendors
- Business cards
- Packaging
- Large signage
Avoid when
- Embedding directly on websites (use SVG/PNG instead)
PNG (raster, transparent)
Best for
- Social media uploads
- Email signatures
- Presentations
- Places that don’t accept SVG
Avoid when
- Very large print (it can look blurry if too small)
JPG (raster, no transparency)
Best for
- Simple uses on white backgrounds
- Some upload forms
Avoid when
- Anything needing transparency (logos usually do)
The small business “must-have” logo file checklist
If you request these, you’ll be covered for most real-world scenarios.
Logo file checklist
Primary logo (full color)
SVG + PDF + PNG
One-color logo
Black + white versions (SVG + PDF + PNG)
Reverse logo
Light version for dark backgrounds
Icon / mark only
Used for avatars, favicons, app icons
Favicon set
At least 32×32 and 48×48 PNG (or ICO) + a clean mark
Minimum size guidance
Smallest size your logo is readable
Common mistakes (and quick fixes)
Only having a PNG
Fix: Ask for SVG or PDF (vector). Vectors scale cleanly and are the “master” files.
No one-color version
Fix: You’ll need it for stamps, invoices, merch, and simple print jobs.
No icon/mark version
Fix: Social avatars and favicons often need a simplified mark, not a full wordmark.
Want to keep your identity consistent?
The easiest way to avoid “random design” is to document your logo usage, colors, and fonts in one place.