Your Brand Files and How to Use Them - Revival Design Collective
You’ve probably seen terms like JPG, PDF, EPS, and a bunch of other letters that can make your eyes swim. You use them for every graphic you use, whether on a presentation, social media, merchandise, or when you download something from the internet. But what’s the difference? Do you know when to use a JPG and when to use a PNG? If someone asks for your logo in vector format, do you know what to send them? This is your simple guide to the most common file types, where you will learn exactly what they are and when you need them.
file types, brand file formats, jpg, png, eps, svg, pdf, file formats, file type usage, vector, raster, color profiles
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You’ve probably seen terms like JPG, PDF, EPS, and a bunch of other letters that can make your eyes swim. You use them for every graphic you use, whether on a presentation, social media, merchandise, or when you download something from the internet. But what’s the difference? Do you know when to use a JPG and when to use a PNG? If someone asks for your logo in vector format, do you know what to send them?

We’re here to help. This is your simple guide to the most common file types, where you will learn exactly what they are and when you need them. 

What Your Files Consist Of

We’ve just completed a killer brand collaboration with you and all that stands between you and utilizing your files, is knowing what file to use, when, and where. Our team will provide you will various file types: PNG, JPG, SVG, EPS, and PDF. When choosing which file type to use, there are a few things to consider:


Are you putting your logo on a billboard or on a website? Files for the web can be lower, near 100kb, while files for print need to be much higher in order to preserve the quality of the file product.


Files uploaded to the web are of a different quality than files you print. You may be familiar with the terms “dpi” or “ppi” — meaning “dots per inch” (for vector images) or “pixels per inch” (for raster images), which measures quality and image resolution. While files for the web can have much lower dpi, printed files need to be much higher. 


Is the intended logo for your website, merchandise, or for a business card? The two are very different in terms of file types needed — vector or raster. 

Raster vs Vector

When working with a printer or website Content Management System (CMS), they will often specify a file format that they need for your project. However, if not, it is up to you to decipher which format is best based on the use at hand.

All digital files are either vector or raster images. They are both visually similar, but up close, have different structures that impact the decision for file use. The key difference between raster and vector comes down to utility. 

raster file characteristics

Raster files are most commonly used for detailed graphics and high-quality photographs that do not need to be compressed or enlarged. Being composed of precise fixed pixels gives them outstanding resolution and quality but make them inadequate files to resize.

WEBSITE & DIGITAL  |  Output files for most webs or digital graphics

PRINT  |  High resolution files can be printed at minimum of 300dpi


raster file types


Attention to detail — when shown in the right dimensions these files truly shine their high-resolution beauty by showing off their intricate details and colors. The more pixels these files hold, the stronger the image quality.

Precise editing — you have the power to alter each individual pixel when editing in programs, allowing you the capability to enhance the image to your own needs.

Wildy compatiblethese files can open with a slue of programs and web browsers, making it easy to share, view or edit your images.


Limited resolution — they do not maintain their resolution when resized leading to distorted colors and details when resized making them appear grainy or pixelated.

Larger files sizes — their inclusion of millions of fixed pixels making them highly details also results in their file size and loading speed.

Fabric printing issues — their pixel makeup make it difficult to transfer to fabrics and clothing.

Vector File Characteristics

Vector files are most commonly used for illustrations and logos due to their mathematical makeup that enables them to be scalable up or down infinitely. Due to their makeup, they are known to be useful in many different environments.

WEBSITE & DIGITAL  |  Source files for logos, icons, or any hard-edged graphics

PRINT  |  Source files to be sent to the printer


vector file types


Infinite scalability — can scale at high resolution to virtually unlimited sizes. This file allows you to resize a logo to fit on a billboard or reduce to print on a business card with no issues. 

High quality & adjustable the graphic will remain smooth and crisp when resized without issues of blurriness or pixelation, and no loss in resolution.

Small file size — due to their formula makeup, and compression capabilities, you can store these files without taking up too much space, and without compromising on quality. 


Not suitable for complex graphic displays — cannot easily be used to store files such as photographs, where color information is paramount and may vary on a pixel basis.

Rasterization required for display — all display mediums (screen, print) show images as raster graphics meaning the files will need to be converted (rasterized) before they can be depicted.

Reconstruction time — may take considerably longer due to each element having to be drawn individually and in sequence.

Color Profiles

While understanding the importance of whether a file is a vector or raster image, it is also wise to consider the file’s color profile. Color profiles, RGB or CMYK, indicate how a printer or digital screen displays the wide variety of colors used in different images, graphics, and file types. These color models control what colors are being used and how in order to provide consistency between devices.

RGB Color Profile graphics -- for screens

Digital images that have a RGB color profile are produced within monitors and on other digital display screens. In files with this three color profile, every color in the image is created by merging different amounts of red, green, and blue pixels based on light.

  • Viewed on screen — for digital images
  • Additive process where light defines color
  • 16.7m possible colors
  • Smaller file sizes
CMYK Color Profile graphic -- for print

Printed images that have a CMYK color profile are produced in a four color printing process. The files with this profile blend different amounts of cyan, magenta, yellow, and black dots to produce additional colors.

  • Viewed on surfaces — for printed materials
  • Subtractive process where pigments define color
  • 16k possible colors
  • Larger file sizes

A Guide to File Formats

Portable Network Graphic
Raster | RGB Color Profile

PNG files are editable raster images that are composed of pixels. They are highresolution and work on nearly all computer systems and web browsers. This feature makes them a great option for designers and developers. PNGs are the most popular format for digitized logos and graphics with text. 


  • Broad color palettes
  • Support image transparency
  • Supports lossless compression, meaning there is minimal loss of clarity when compared to the source file
  • Doesn’t require proprietary software to view or edit


  • Often have a large file size and may need to be compressed for web use
  • Often impact your site speed even with compression due to their slow load time
  • Not the most suitable file type for printing materials
PNG file -- digital usage and transparency
Joint Photographic Experts Group
Raster | RGB or CMYK Color Profile

JPEG/JPG files are raster images composed of pixels. They are widely and most commonly used for photographs and web graphics. Although this format is the preferred format for photos, the images will lose quality as they are scaled in size. 


  • Can be compressed to varying degrees, reducing file size and increasing loading speed
  • Suitable for both web (compression & speed) and print usage (high resolution with low compression)
  • Work well across web browsers and operating systems
  • Doesn’t require proprietary software to view or edit


  • Does not support image transparency, meaning the background will always be solid
  • High compression may result in more apparent pixelation & quality loss
  • Edits are saved into one layer which does not allow the image to be further edited
JPG file -- branded graphic example
Scalable Vector Graphic
Vector | RGB Color Profile

SVG files are a vector file format, ideal for scaling images in size. In addition, this format can be edited in Adobe programs, other graphic editing software, and code editors. SVGs are often used primarily by web developers for their ability to contain code and text that can be manipulated and changed alongside the rest of the website, while remaining invisible to the website viewers eye. 


  • Ideal for still images, web-use, and website animations
  • Can be compressed and scaled without quality loss or pixelation, making it ideal for web use
  • Can have a transparent background
  • Can obtain a very small file size
  • Can contain embedded keywords and SEO data
  • Compatible across web browsers and operating systems


  • Not the most suitable for printing
  • Can remain a large file if poorly optimized
  • Requires coding knowledge to utilize every feature SVG files offer
SVG file -- web and digital usage mock
Encapsulated PostScript
Vector | CMYK Color Profile

An EPS file is a vector file, but contains vector and raster data. It is perfect for scaling and printing images without a significant amount of design elements. Many printers still prefer EPS files for their strong generational usage and compatibility with the printing and engraving machines ability to read its code, however, PDFs are becoming the new go-to file type in its place.


  • Easily scalable while maintaining a high resolution — making it great for printing
  • Can be emailed or printed
  • Compatible with legacy and modern printing software
  • Can be easily converted to a raster file by designers


  • Not ideal for complex art, and photos and is not suitable for web and app usage
  • Requires proprietary software or equipment to view, edit and print
EPS file -- brand signage rendering


Portable Document Format
Vector | RGB or CMYK Color Profile

A PDF is a vector file and has a strong vector graphic foundation, but it also has the ability to display raster images. It is universally accepted on devices, browsers, and other operating systems resulting in being widely utilized by designers, clients, and printers. 


  • Excellent for both print and web-based projects
  • Can be compressed at different rates, offering various resolutions for print and digital media
  • Files can be locked or password-protected
  • Compatible with all modern web browsers, computer systems, and smartphones
  • Does not require proprietary software to view


  • Not easy to edit designs without programs like adobe acrobat
  • Does not support transparent backgrounds
PDF file -- menu, collateral and t-shirt design examples

In a compressed version…

When displaying a logo digitally, SVG files are the way to go. This file format is condensed into a small file size, while still maintaining a high resolution. In addition, SVG files are vector-based, meaning they will never look blurry or pixelated. An SVG file format supports transparent backgrounds and encoded data as well.

If SVG files are not an option for the project, these other file formats are also suitable for use in digital or web design: JPEG, PNG, or GIF.

High-resolution PDF files have become the favorite choice for printing. Providing your logo as a PDF ensures compatibility to open or view your file on any device. Printing vendors will typically specify which file types they prefer, but if they do not, PDF files are the way to go.


Other high-performing file types for print include EPS.

Working with a professional graphic or brand designer ensures you have the correct logo file types, color profiles, and resolution for every project you design. It is important to know your file types, but it doesn’t have to be complicated. To make it even easier, you can download our cheat sheet so you will always have it handy. 

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