Got a logo file that looks sharp on your website, but turns blurry on a banner? Or maybe it picks up a weird white box behind it, or the printer says, “We can’t use this.” That’s usually not a design problem, it’s a file type problem.
Here’s the simple idea: vector files stay crisp at any size, pixel files don’t. Once you know which is which, picking SVG, PNG, PDF, or EPS gets a lot easier.
Vector vs raster logos, the one difference that explains everything
A vector logo is made from paths (math-based shapes). It scales without getting fuzzy, whether it’s on a business card or a 10-foot sign. That’s why vectors are the “master” files designers love.
A raster logo is made from pixels (tiny squares). It can look perfect at the size it was saved, but when you enlarge it, you’re stretching pixels and the edges soften.
This matters most for sharp corners, small text, and big prints like banners or vehicle graphics. It also affects color. Many print shops run CMYK workflows, and that’s often easier to handle cleanly with vector PDF or EPS files.
Why your logo looks blurry on a banner (and fine on your website)
A 500 px wide logo can look great online. Stretch that same file to several feet and you’ll see the pixel grid.
Print often targets around 300 DPI, but the bigger the final piece, the more pixels you need. If the logo size might change, use a vector file.
SVG vs PNG for websites, emails, and social media
SVG is usually the best choice for websites, apps, and icons. It stays crisp on every screen size, and it’s often a smaller download than a big image file. SVG also keeps edges clean for simple marks and wordmarks.
PNG is best when you need a fast, safe upload with transparency (no background). Social platforms, many email tools, and quick marketing uploads tend to accept PNG without surprises.
Try to avoid JPG for logos unless you have no transparency and you must keep the file size small. JPG adds blur and artifacts around sharp edges.
Quick tip: export a high-res PNG (around 2000 to 3000 px wide) for digital use. It won’t make it “vector sharp,” but it stays cleaner across different placements.
When SVG can cause issues (and what to send instead)
Some ad platforms and some email signature tools don’t handle SVG well. Many printers also don’t want SVG. For digital placements, send a PNG. For print, send a PDF or EPS.
PDF vs EPS for printing, and why printers keep asking
Printers ask for PDF or EPS because they’re usually vector, stay sharp, and are easier to preflight before production.
PDF is the most widely accepted. It opens easily, works well for proofs, and fits most print jobs from flyers to packaging.
EPS is an older pro standard, still common in sign shops, merch workflows, and places that want editable vector paths. Both formats can preserve spot colors, CMYK intent, and clean outlines better than a random image file.
Simple rule: if it will be printed, send PDF first, and keep EPS as a backup when requested.
What to send a printer so they say “perfect”
- Vector PDF or EPS
- Fonts outlined (or included if they ask)
- Correct colors (CMYK, plus spot/Pantone if you have it)
- Full-color and 1-color versions