Brandkyn Logo

Logo File Type & Mark Guide

So you just got your logo files—now what?
This guide will help you understand what each file type is for, why some files may look “off” when you open them, and how to use the different versions of your logo. Please also refer to the style or brand guide we provided, which specifically notes which logo mark is your main (primary) mark, sub mark, and alternate mark. Together, these resources will make it easy to know exactly what to use and when.

Core Logo File Types

PDF (Portable Document Format)

  • Think of this as your “master copy.”

  • Scales up and down without losing quality.

  • Best for: professional printing (business cards, brochures, signage).

  • What you might notice: Sometimes the logo looks close to the edge—this is intentional. Printers add “bleed” areas so your logo prints edge-to-edge without cutting off important details.

EPS (Encapsulated PostScript)

  • The true vector file—designers and printers love it.

  • Can scale from a tiny sticker to a billboard with no blurriness.

  • Best for: professional designers, large-format printing, and embroidery.

  • What you might notice: May look blank or “cut off” if you try to open it yourself. This is normal—special software is required to view it properly.

PNG (Portable Network Graphics)

  • Your go-to digital file.

  • Transparent background (so you can place it on any color or photo).

  • Best for: websites, social media, email signatures, and everyday digital use.

  • What you might notice: If you zoom in too far, it may look pixelated or fuzzy. That’s because PNG isn’t vector-based—it’s meant to be used at the size provided.

Other Logo File Types You May See

Not every project requires every file type. Some of these may be included in your package, others only if specifically requested, and a few just aren’t necessary for most uses.

JPG (JPEG)

  • A standard image file, like photos.

  • Always has a solid background (usually white).

  • Best for: older programs or situations where PNG isn’t supported (rare these days).

  • What you might notice: You’ll see a white box behind your logo if you place it on a colored background.

  • Not typically included since PNGs are more versatile and can be placed on any background.

SVG (Scalable Vector Graphic)

  • A web-friendly vector format that scales infinitely without losing quality.

  • Best for: websites, apps, and digital platforms. Developers especially like it.

  • What you might notice: Looks sharp in a browser, but may not preview correctly in other programs.

  • Alternative: If SVG isn’t included, use PNG for web—it works almost everywhere and has a transparent background.

  • Sometimes included if your project has specific web/app needs.

AI (Adobe Illustrator)

  • The original, fully editable working file.

  • This is the “behind the scenes” file where your design was built. It may contain drafts, extra layers, or test marks that look messy.

  • What you might notice: You probably won’t be able to open it without Adobe Illustrator.

  • Not typically included. Can be requested for an additional charge since it’s the core design source file.

TIFF (Tagged Image File Format)

  • A high-resolution image file often used in specialized printing when exact color accuracy is needed.

  • What you might notice: Large file size, looks more like a photo than a flexible logo.

  • Rarely needed for most projects.

GIF (Graphics Interchange Format)

  • Can support simple animations or transparency.

  • Best for: digital/animated branding.

  • What you might notice: If animated, the logo loops automatically. If static, it won’t look as crisp as PNG or SVG.

  • Usually, a custom add-on is requested.

Logo Mark Variations

Main (Primary) Mark

  • Your full, primary logo (business name and possibly a tagline).

  • Best for: website headers, signage, and printed materials.

Sub Mark

  • A simplified version of your logo (often circular, square, or just initials).

  • Best for: social media icons, stickers, watermarks, or tight spaces.

Alternate Mark

  • Same elements, but arranged in a different layout (horizontal vs. vertical).

  • Best for: layouts where the primary logo doesn’t fit well.

Note: Not every logo will have a sub mark or alternate mark. These variations depend on the project requirements and overall design direction. If you don’t see them in your files, it means they weren’t necessary for your brand system.

Final Tip: If a file looks strange when you open it, don’t worry—printers and designers know exactly how to use it. Always keep all your files saved in a safe place. Even if you don’t use them all, someone working on your brand will.