Understand Your Files – When your designer sends over your logo or brand assets, you might open the folder and think… what on earth are all these files?
You’re not alone. Whether it’s SVG, PDF, or something that ends in AI, it can be confusing. But don’t worry – we’re here to clear it up. Understanding your files means you’ll always send the right version for the right job, whether it’s for a website, a billboard, or a branded pen.
Let’s break down the most common file types and when you’ll need each one.
SVG – Scalable Vector Graphics
SVG files are a favourite in the design world. They’re built using maths, not pixels. That means they scale up or down without losing quality. Want your logo the size of a postage stamp? No problem. Need it the size of a van? Still no problem. These are perfect for websites, large signs, or printed products.
Web designers, printers, and signmakers love SVGs. You can open them in Adobe Illustrator, Inkscape, or even your browser. Some design apps like Canva offer limited support too.
PDF – Portable Document Format
This is the go-to format for sending artwork to print. It locks in your fonts, layout, and graphics, so what you see is what you get. Whether it’s a flyer, business card, or brand guide, PDFs are reliable and easy to share.
They open in most programmes – Adobe Acrobat, Preview on a Mac, web browsers, and even design software like InDesign.
PNG – Portable Network Graphics
PNGs are a solid choice for digital use. They’re pixel-based, which means they have a fixed size, but they support transparency. That’s handy when you want your logo to appear cleanly on any background without a white box behind it.
You’ll use PNGs a lot on websites, social media, and digital presentations. They open easily in apps like Preview, Canva, Photoshop, and even your phone.
JPG (or JPEG) – Joint Photographic Experts Group
JPGs are made for speed. They’re compressed to load quickly online, so they’re perfect for photos or image-heavy content. They don’t support transparency though, so a JPG logo will always have a background – usually white.
Still, they’re great for web images, emails, and anything that needs to load fast. And they open on almost every device and platform.
EPS – Encapsulated PostScript
Think of EPS files as the older cousin of SVG. They’re also vector files and perfect for professional print work. Printers and designers use them for large-scale, crisp printing. This will help to understand your files
They don’t open in everyday image viewers, but work well in Adobe Illustrator, CorelDRAW, or layout tools like InDesign and Photoshop.
AI – Adobe Illustrator File
This is the master file – the original, editable version of your design. If you ever want to tweak your logo, adjust colours, or edit the layout, this is the file a designer will need.
It only opens in Illustrator or compatible design software, like Affinity Designer. Most clients won’t use it day-to-day, but it’s essential to keep.
WebP – Web Picture Format
WebP is the new kid on the block. It gives you great image quality with smaller file sizes – perfect for speeding up your website. Search engines like fast sites, so using WebP can even help your SEO.
They’re supported by modern browsers like Chrome and can be edited in newer versions of Photoshop (or with a plugin).
Brand Guide – Usually in PDF Format
This is your brand’s rulebook. It includes everything from logo placement and colour values to font choices and usage tips. If you want your branding to stay consistent, no matter who’s working on it, this file is gold.
Send it to your printer, your web designer, and even your social media manager. It ensures your brand looks sharp everywhere.
Still unsure which file to use?
That’s completely fine. Most people aren’t trained to tell their PNGs from their PDFs. Understand Your Files – What matters is knowing where to look – or who to ask.
When we send your branding package, we make sure you have everything you need. We label it clearly, and we’re always here if you’re stuck.
Think of it this way:
- 🌐 Going online? Grab a PNG or WebP.
- 🖨️ Sending to print? Use a PDF or EPS.
- 🎨 Need a logo edit? That’s the AI file.
By understanding your files, you’ll avoid blurry logos, white-box disasters, and last-minute design stress. You’ll also give your printers and designers exactly what they need the first time round.
That means less back-and-forth and better results for your brand.
So the next time you see that list of unfamiliar file names, don’t panic. Just check this guide – or drop us a message if you need help.
