Preparing your logo for print, web and social media

Vector and raster files

A vector file describes shapes with mathematical paths, so it can be enlarged to the size of a billboard with no loss of quality. Common vector formats are SVG, AI, EPS and vector PDF. A raster file, such as PNG or JPG, is a grid of pixels and becomes blurry or jagged when enlarged.

Your original logo should always exist as a vector file. If a designer delivers only a PNG, ask for the source. If you only have a low-resolution image of an old logo, a designer will usually need to redraw it.

The set of files a business needs

A logo is not one file. Different places need different versions, and having them ready saves repeated requests to your designer or printer.

• Master logo in vector format (SVG or AI/EPS/PDF) in full colour.
• Horizontal and stacked (vertical) layouts, if the logo has both text and a symbol.
• One-colour black and one-colour white versions for stamps, embroidery, newspapers and dark backgrounds.
• Icon or symbol on its own, for social profile pictures and favicons.
• PNG with a transparent background for presentations and websites.
• A CMYK version for print and an RGB version for screens, plus the colour values written down.

Colour values to record

Write your brand colours down once, in every format you will need: HEX and RGB for screens, CMYK for ordinary printing, and a Pantone reference if you print with spot colours. Without them, each printer and each designer will approximate your colour a little differently and the brand will drift.

Test the logo before you approve it

A logo that looks good on a large screen can fall apart in daily use. Before approving a design, run through these checks.

• Shrink it to about 2 cm wide. Can you still read the name and recognise the symbol?
• View it in black and white. If the design only works because of its colours, it is fragile.
• Place it on a photo, on your brand colour and on white. Does it stay readable on each?
• Look at it as a circle crop. Many social platforms crop profile pictures to a circle.
• Check that thin lines and fine detail will survive being printed, stitched or engraved if you plan to use it that way.

Clear space and minimum size

Decide how much empty space must be kept around the logo, often measured using a part of the logo itself such as the height of a letter, and the smallest size at which it may be used. Writing these two rules down prevents staff and suppliers from squeezing the logo into corners or stretching it out of proportion.

Never stretch a logo to fit a space. Lock the aspect ratio when resizing.

Where each format is used

Use the vector master for signage, vehicle branding, large printing and anything a printer must scale. Use a PNG or SVG on the website, and a square PNG for social profiles. Keep the folder organised with clear file names such as company-logo-horizontal-colour.svg and company-logo-icon-white.png so anyone on your team can find the right file.