You finally received the "Final Deliverables" folder from your logo designer. You open it up and see a confusing alphabet soup of file extensions: '.jpg', '.png', '.svg', '.eps', '.ai', along with folders labeled "RGB" and "CMYK."
If you accidentally send the wrong file to a commercial printer, your brand colors will look muddy and terrible. If you upload the wrong file to your website, the background will be a solid ugly white block instead of transparent.
Here is the ultimate cheat sheet on how to use your logo files correctly.
1. The Color Profiles: RGB vs. CMYK
RGB (Red, Green, Blue) — FOR SCREENS ONLY
RGB is how digital screens (TVs, phones, monitors) create color. They use light. RGB colors can be incredibly bright, vibrant, and neon.
- Use RGB files for: Websites, social media graphics, email signatures, TV commercials, PowerPoint presentations.
- Never use RGB for: Physical printing. If you print an RGB file, the printer will force-convert it, and your vibrant colors will look dark, dull, and washed out.
CMYK (Cyan, Magenta, Yellow, Key/Black) — FOR PRINT ONLY
CMYK is how physical printers create color using physical ink. Ink cannot physically produce the neon vibrance that a glowing screen can.
- Use CMYK files for: Business cards, brochures, vehicle wraps, billboards, t-shirts, packaging.
- Never use CMYK for: Websites. Browsers struggle to render CMYK files correctly; they will look drastically muted on screen.
2. Raster vs. Vector Formats
Raster Files (JPG, PNG)
Raster files are made of tiny colored squares (pixels). If you zoom in, they get blurry and pixelated. They cannot be scaled up larger than their original size.
- JPG (.jpg): Best for standard web use. They are compressed and keep file sizes small. Warning: JPGs cannot have transparent backgrounds; they will always have a solid white (or colored) box behind them.
- PNG (.png): The MVP for digital branding. PNGs support transparent backgrounds, allowing you to place your logo over photos or colored web backgrounds cleanly.
Vector Files (SVG, EPS, AI)
Vector files are not made of pixels; they are made of mathematical equations. You can scale a vector file to the size of the moon, and it will remain infinitely crisp and sharp with zero quality loss.
- SVG (.svg): A vector file specifically built for modern web design. Use this on your website header to ensure your logo is razor-sharp on high-resolution retina screens while keeping load times lightning fast.
- EPS (.eps) / AI (.ai): The holy grail of source files. This is the master file. You might not be able to open an EPS file on your standard laptop without design software, but never lose this file. You must send the EPS or AI file to sign makers, screen printers, and vehicle wrap companies.
Rule of Thumb: If sending a logo to a developer for a website, send an RGB PNG or SVG. If sending a logo to a professional print shop, send a CMYK EPS or PDF.