As part of any brand identity project, we supply a full range of brand assets which include all the logo files you will need for on screen and in print. Image file formats can be confusing for those of us who aren’t graphic designers so I thought I'd offer this handy guide to the most common file formats we supply.

jpg

A .jpg, short for Joint Photographic Experts Group, is a raster file type i.e. an image made up from a collection of square, colourised pixels. jpg files do not support transparency and will always display with a white or coloured background.

You can use the jpg version of your logo for:

• Microsoft PowerPoint presentations
• Word documents (letterheads, invoices, proposals)
• Web pages
• Social media profiles
• Email (marketing campaigns, signatures).

png

A .png file, short for Portable Network Graphics, is a raster file type which can be saved with a transparent background. This is handy if you want to put your logo onto a coloured background.

You can use the jpg version of your logo for:

• Microsoft PowerPoint presentations
• Word documents (letterheads, invoices, proposals)
• Web pages
• Social media profiles
• Email (marketing campaigns, signatures)

eps

A .eps file, or Encapsulated PostScript, is a vector file type i.e. an image based on mathematical formulas rather than square pixels. Vector files can be enlarged to any size without affecting its appearance, unlike raster files which look blurry if scaled up too much.

eps files are the file formats you send to a graphic designer for design work or to a professional printer for printing.

svg

An .svg stands for Scalable Vector Graphics and is a vector file type developed for the web. Like an eps file, svg files will scale indefinitely which means your logo will always remain pin sharp, no matter what size of screen or zoom level you're viewing it at.

An svg file generally has a very small file size which can help in speeding up your website. Supported by all main web browsers (even the dreaded Internet Explorer!) and SEO friendly, an svg file type should only be used by web developers and supplied as part of a web development project.

webp

Google launched the webp format as part of its mission to make loading times faster across the internet. A type of raster file, Google’s developers have suggested that .wepb images can be up to 26% smaller than .png files. A webp file should only be used by web developers and supplied as part of a web development project.

I wouldn't be doing my job properly if I didn't point out that a brand identity project would always encompass more than just a logo. As part of a team of branding experts, our job is to create a suite of assets, including a logo, colour palette, typography, taglines and visual style that form a cohesive and recognisable brand for your company.

All of these assets are used to tell your business’ story and ensure brand consistency across your target markets.