the field guide to:

file types

Every file has a job. Some are built for print, others for screen, and a few are the workhorses you’ll use every day.
This guide breaks down the most common types you’ll get from us, what they’re for, and when to use them.

.AI Adobe Illustrator

Your master file. This is the original, editable source where everything begins.
Designers use Illustrator files to adjust, scale, or rework the core elements of your logo or design system.

Use it for:

  • Working with a designer on future projects

  • Printing at any size or format

  • Creating new assets based on your logo

Don’t use it for: everyday stuff. You’ll need Adobe Illustrator to open it properly, so keep it safe for when you’re working with a designer or printer.

.PDF Portable Document Format

The most versatile of the bunch. PDFs are universally shareable and hold vector data, which means they stay crisp and clean at any size.
Printers love them, and they’re ideal for proofs or final artwork that doesn’t need editing.

Use it for:

  • Sending logos or layouts to a printer

  • Proofing or reviewing final designs

  • Drop-in files for signage, packaging, or large-format printing

Think of it as: your all-purpose print and presentation file — professional, portable, and always reliable.

.EPS Encapsulated PostScript

An older, but still rock-solid, print file format.
EPS files are vector-based, meaning they can scale infinitely without losing quality, just like an .AI or .PDF.
Some older printers and signage companies still request this format, so it’s good to have in the mix.

Use it for:

  • Large-format printing (banners, vehicle wraps, signage)

  • Sending artwork to vendors with older print systems

Note: newer workflows often prefer PDFs, but EPS files are still a safe fallback.

.SVG Scalable Vector Graphic

The go-to for anything digital that needs to scale. SVGs keep your graphics razor-sharp on screens, no matter the size or resolution. They’re lightweight and perfect for websites or digital interfaces.

Use it for:

  • Websites, apps, and digital platforms

  • Animated logos or interactive graphics

  • Keeping your logo crisp on retina displays

Bonus: SVGs are editable using code or design tools, which makes them perfect for developers.

.PNG Portable Network Graphic

The digital staple. PNGs are raster-based (not vector), meaning they’re made of pixels — but they support transparent backgrounds, which makes them incredibly useful online.

Use it for:

  • Social media, presentations, and email signatures

  • Anywhere you need a clean logo without a background box

  • On-screen applications where file size matters less than quality

Best practice: use PNGs for digital display only. They’re not ideal for print since they can blur or pixelate when scaled up.

.JPG or .JPEG JOINT PHOTOGRAPHIC EXPERTS GROUP

The everyday image file. Small, quick, and universal — but not transparent, and not infinitely scalable. JPGs use compression, which makes them great for web and social use, but not for print or precise color reproduction.

Use it for:

  • Social media posts

  • Web and email use

  • Quick previews or mockups

Avoid using for:

  • Printing (quality loss)

  • Layered or transparent designs

Final Thoughts

Each file serves a purpose — the magic is in knowing when to use what.
If you’re ever unsure, here’s the simple rule of thumb:

  • Vector files (.AI, .PDF, .EPS, .SVG) = for printing, scaling, and pro use.

  • Raster files (.PNG, .JPG) = for digital, social, and quick everyday stuff.

And when in doubt, keep the master files somewhere safe — those are your brand’s foundation. Everything else builds from there.