Logo File Formats, File Types & Conversion in SendTheLogo

Logos are often treated as simple files, something you upload once and forget about. In reality, a logo behaves more like a system. It needs to work across screens, documents, printers, vendors, and platforms that all have very different expectations.

That’s where confusion creeps in.

A developer asks for SVG.

A printer insists on EPS.

Someone else wants a JPG “real quick.”

Suddenly, the same logo feels incompatible with half the world.

This document exists to slow that moment down.

It explains, in clear and practical language, how logo file formats actually work, what resolution and DPI truly mean, why RGB and CMYK behave differently, and how SendTheLogo’s advanced file digestion engine turns one uploaded logo into a reliable set of outputs you can trust.

If you’ve ever thought, “I don’t know why this isn’t working, but I feel like I should,” this guide is for you.

Table of Contents

1. Supported File Types
2. The Two Kinds of Logos: Raster vs Vector
3. Resolution: Where Image Quality Really Comes From
4. DPI vs PPI: Why This Setting Causes So Much Confusion
5. Color Space: RGB vs CMYK
6. How SendTheLogo Converts Files
7. What to Expect After Upload
8. File Format Deep Dive
9. Transparency and Background Behavior
10. Custom Sizing and When It Actually Helps
11. Common Moments of Confusion (Explained)
12. A Practical Troubleshooting Checklist
13. Which File Should You Send?

Supported File Types

SendTheLogo supports a focused set of logo file formats that collectively cover nearly every modern use case. These formats were chosen deliberately—not because they are trendy, but because they are proven, widely accepted, and dependable in real-world workflows.

You can upload logos in the following formats:

PNG (.png)

JPG / JPEG (.jpg, .jpeg)

WebP (.webp)

SVG (.svg)

PDF (.pdf)

EPS (.eps)

AI (.ai)

Each of these logo file formats represents a different way of describing an image. Some are built for screens. Some are built for ink. Some are meant to be edited, and some are meant to be used as-is.

SendTheLogo’s responsibility is not just to accept these files, but to understand what each one is capable of and just as importantly, what it is not.

The Two Kinds of Logos: Raster vs Vector

Every logo file belongs to one of two fundamental categories. If you understand this distinction, most other questions answer themselves.

Raster logos are made of pixels. Each pixel is a tiny square of color, and together they form an image. Because raster images are pixel-based, they contain a fixed amount of detail. That detail cannot be increased later. Once the pixels are there, that’s all you have.

PNG, JPG, and WebP all fall into this category. Raster logos work beautifully when they are displayed at or below their intended size. They struggle when pushed beyond it.

Vector logos work differently. They are not made of pixels at all. They are made of instructions.

Instead of storing color information for every square, a vector file stores directions: draw this curve, fill this shape, scale this proportionally. Because of this, vector logos can scale infinitely without losing clarity.

SVG, PDF (when vector-based), EPS, and AI are all vector formats. If raster logos are photographs, vector logos are blueprints.

Resolution: Where Image Quality Really Comes From

Resolution is often treated like a magic setting. It isn’t.

In practical terms, resolution comes down to pixel dimensions. When you see something like 3000 × 1500, that number represents how much visual information actually exists in the file.

A logo that is 300 pixels wide might look fine on a website header. That same logo will fail immediately when printed on a banner or sign. No setting can recover detail that was never there.

This is why enlarging raster logos so often ends in disappointment. The file isn’t broken. It’s simply being asked to do more than it can.

DPI vs PPI: Why This Setting Causes So Much Confusion

DPI and PPI sound authoritative, which is why they are so often misunderstood.

PPI (pixels per inch) describes pixel density on screens. In modern web environments, this value is mostly informational. Browsers care about pixel dimensions far more than PPI metadata.

DPI (dots per inch) describes how densely ink is placed on paper. Here is the crucial point: changing the DPI value does not improve image quality. It only changes how large the image prints.

The same pixel data is being spread across more or less physical space. This is why print vendors often avoid raster logos altogether and request vector logo file formats instead.

Color Space: RGB vs CMYK

Color differences between screen and print are not mistakes. They are the result of two fundamentally different systems.

RGB (red, green, blue) is used for anything that emits light. Websites, apps, monitors, and phones all rely on RGB. Because it is light-based, RGB can produce bright, saturated colors.

CMYK (cyan, magenta, yellow, black) is used for ink on paper. Print absorbs light rather than emitting it, which naturally reduces vibrancy. Some color shift is normal and expected.

Vector print formats help manage color more predictably, but print proofs are the only true guarantee.

How SendTheLogo Converts Files

When you upload a logo to SendTheLogo, the system does more than store a file. It interprets it.

First, the file is validated. The system confirms that it is readable, supported, and structurally sound. Metadata such as dimensions and basic properties are recorded.

Next, the logo is classified as either raster or vector. This classification determines which conversions are possible and which are not.

The original logo file format is preserved exactly as uploaded. It is never overwritten or altered.

From there, SendTheLogo generates previews for dashboards and Brand Pages. These previews are optimized for reliable display, not for production use.

Finally, additional formats are prepared where appropriate. The goal is not to create every possible file, but to create the right files for real-world use.

What to Expect After Upload

If you upload a vector logo, you unlock the most flexibility. You will typically gain access to both web-ready and print-ready formats, along with common raster exports.

If you upload a raster logo, your downloads will remain raster-based. Raster files cannot become true vector files without redesign.

This distinction is intentional. It prevents false expectations and protects output quality.

File Format Deep Dive

PNG is a lossless raster format that supports transparency. It is widely compatible and reliable, which is why it is often the safest file to send when you are unsure what someone needs.

JPG is a compressed raster format that sacrifices some quality to reduce file size. It does not support transparency and is best used for documents or email where flexibility is not required.

WebP is a modern raster format designed for web performance. It produces smaller files and is well suited for websites and applications, though rarely used outside digital contexts.

SVG is a web-native vector logo file format that scales perfectly and integrates well with modern development workflows. It is often the best file to give developers.

PDF is a widely accepted container for vector artwork and is the most common format requested by print vendors.

EPS is an older vector logo file format that remains deeply embedded in many production pipelines. When a vendor specifically asks for EPS, they are usually working within a system built around it.

AI is Adobe Illustrator’s native format. It preserves layers, paths, and structure and is best shared with designers or agencies who need to edit the logo itself.

Transparency and Background Behavior

Not all formats support transparency. PNG, SVG, and WebP do. JPG does not.

If a logo needs to sit on dark backgrounds, photographs, or colored surfaces, transparency is essential and JPG should be avoided.

Custom Sizing and When It Actually Helps

Custom sizing is useful when a platform requires exact pixel dimensions, such as social avatars, email signatures, or app listings.

For print, resizing raster logos is rarely the right solution. Vector files exist to handle size changes cleanly and predictably.

Common Moments of Confusion (Explained)

If your logo looks blurry, it is almost always because a raster file is being enlarged.

If your background suddenly turns white, a JPG was likely used.

If a printer asks for EPS, they want a vector format they trust.

These situations are common, and they are solvable once you understand what is happening.

A Practical Troubleshooting Checklist

When something feels wrong, ask yourself:

Is my source raster or vector?

Am I enlarging beyond the original size?

Do I need transparency?

Is this for screen or print?

Does the recipient need to edit the logo?

Those answers usually point directly to the correct file.

Which File Should You Send?

Developers should receive SVG, with PNG as logo file formats.

Printers should receive PDF or EPS.

Designers should receive AI, along with SVG or PDF.

General sharing is best handled with PNG.

Performance-focused web teams may prefer WebP.

When in doubt, send PNG for general use and PDF for print.