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Understanding Your Brand File Formats and Why They Matter


So your logo is finally ready. It looks clean, professional, and exactly how you imagined it.But then your designer sends over a folder with names like .AI, .SVG, .PNG, and .EPS — and you're thinking… What exactly am I supposed to do with all these?

Don’t worry. If you've ever felt confused about which file to use where, you're not alone. This guide will help you understand the most common brand file formats and why each one matters for your business.

First, What Are Vector and Raster Files?

All design files fall into two big groups: Vector and Raster.

  • Vector files are made up of paths, not pixels. That means you can resize them without losing quality.

  • Raster files are made up of pixels. They can lose quality if you stretch or scale them too much.

Knowing which one to use depends on how and where you're using your design.

Common Brand File Types and When to Use Them

Here’s a breakdown of the most important file types you’ll likely receive:

Vector Formats

  • .AI (Adobe Illustrator)This is the original, editable design file created in Adobe Illustrator. Your designer uses this to make changes or export other file types. You probably won’t need to use this yourself, but keep it safe.

  • .EPS (Encapsulated PostScript)EPS files are widely used in printing. They keep your logo sharp no matter the size, so they’re perfect for signs, merchandise, or any physical branding material.

  • .SVG (Scalable Vector Graphics)SVG files are great for websites and apps. They scale perfectly and stay sharp on any screen. They're also lightweight, so they load fast on your website.

Raster Formats

  • .PNG (Portable Network Graphics)PNGs are ideal for anything digital. They support transparent backgrounds, which makes them perfect for overlaying your logo on top of other images or colored backgrounds.

  • .JPG or .JPEG (Joint Photographic Experts Group)JPGs are great for photos and quick-loading web content. But they don’t support transparency and can look blurry if stretched.

  • .GIF or .TIFFLess commonly used for logos today. TIFFs are large, print-quality files. GIFs are mainly for simple animations.


So Which File Do You Use Where?

Use Case

Best File Format

Social media posts

PNG or JPG

Website header logo

SVG or PNG

T-shirt or banner printing

EPS or AI

Sending to a new designer

AI or EPS

Presentation slides

PNG or JPG

Why are Brand Guidelines Important

Having the right files is only part of the story. You also need to know how to use them consistently.

That’s where a brand guidelines document comes in. It includes:

  • Color codes (HEX, CMYK, RGB)

  • Typography

  • Logo spacing and usage rules

  • Do’s and don’ts

  • Image style

This helps keep your brand looking the same everywhere — on social media, your website, your packaging, and beyond.


At Eleven23 Digital, we don’t just deliver a logo and disappear. We send you all the formats you’ll ever need, clearly labeled so you know what to use and when. We also include a simple brand guide to keep everything consistent across the board.


Having a stunning logo is step one. Knowing how to use your brand files is step two — and it matters just as much.

With the right file formats and clear guidelines, your brand will look sharp and professional everywhere.

Need help with branding or design? We’ve got you covered. Reach out today and get a brand identity package that’s built to scale with your business.


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