Why the Right Logo File Types Matter More Than You Think
If you’ve ever sent your logo to a printer and been asked for a file you don’t have, you’re not alone.
This happens all the time.
From the outside, it feels confusing. You already have your logo. It looks fine on your website. It’s on your social media. So why is someone asking for an EPS, AI, or SVG file?
The short answer is this.
A logo is not just an image. It’s a set of files. And the type of files you have matters more than most people realize.
Let’s break it down in plain language.
Raster vs Vector. What’s the Difference?
Most logos fall into one of two categories.
Raster files are made of pixels.
These include JPGs and PNGs.
They are great for screens. Websites, email signatures, social media posts. The problem is that they have a fixed resolution. If you scale them up too much, they start to blur or look blocky.
You’ve probably seen this before.
Vector files are built differently.
They are created using mathematical paths instead of pixels.
That means they can be scaled up or down infinitely without losing quality. A vector logo looks just as sharp on a business card as it does on a billboard.
Common vector formats include AI, EPS, SVG, and PDF.
If a logo was designed properly, it always starts as a vector.
Why This Actually Matters in the Real World
At first, everything seems fine. Your logo works on your website and social media. No problems yet.
Then one of these things happens.
- You want to print signage.
- You order branded apparel.
- You get vehicle decals made.
- You work with a professional printer.
- You want something engraved or cut.
Suddenly, the files you have are not enough.
This is where vector files become essential. They are what printers, sign shops, apparel suppliers, and fabricators rely on to do their job properly.
Without them, someone has to recreate or repair your logo. That usually costs extra time and money. Sometimes the logo never quite looks the same again.
Common Problems Caused by Having the Wrong File Types
Here are a few things I see regularly.
- Logos that look soft or fuzzy in print
- Printers asking for files the client does not have
- Extra charges to rebuild artwork
- Inconsistent colours across materials
- Delays that slow down production
Most of the time, the logo itself is not bad. The problem is simply that the right files were never delivered.
What Every Business SHOULD Have
You do not need to use every file every day. But you should own them.
At minimum, a professional logo package should include:
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A master vector file such as AI or EPS
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An SVG for modern web use
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A print ready PDF
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PNG files with transparent backgrounds
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JPG files for general use
Think of vector files as the source of truth. Everything else is built from them.
This Is About More Than Design
Good branding is not just about how something looks on screen.
It’s about how it works everywhere your business shows up.
At FireWing Media, logos are built as functional brand assets. Not just images you download and hope for the best. The goal is always to give clients something that holds up long term, across digital, print, apparel, and physical applications.
Because the last thing you should be worrying about is whether your logo will work when opportunity knocks.
Not Sure What You Have?
If you’re unsure what logo files you actually own, that’s completely normal.
I’m always happy to take a quick look and help you understand what’s usable and what isn’t. No pressure, no sales pitch. Just clarity.
Sometimes that alone makes the next step a whole lot easier.
Want a Simple Reference You Can Keep?
If you want a quick, no-nonsense reference, I’ve put together a free logo file types guide you can download.
It explains:
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The most common logo file formats
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What each one is actually used for
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Which files printers and vendors usually ask for
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What you should make sure you own
It’s designed for business owners, not designers.