What File Format Do I Need?
This is a surprisingly big and complicated question, and I hope this helps answer it for you.
Of course, it depends.
The first and most important consideration is, what is your desired end use?
If you are using an image online for social media or your website, you will generally want a PNG, JPG, or SVG file. If you are going to be printing it, things get a little more complicated because the equipment used for different types of printing require different types of files. Always ask your printer what they need before starting on a project.
Below, I have listed a variety of file types commonly encountered in graphic design and marketing related projects, with basic descriptions and examples.
PRINTING
Vector .PDF
Portable Document Format files that were originally created in a vector-based design program (such as Adobe Illustrator), can be reduced or enlarged to any size with no reduction in quality. Some files created in applications like Microsoft Word, or online design platforms like Canva may also provide a PDF export/download option for printing. PDF files are easily viewable, transferable, and preferred by most printers for final, print-ready files, but not all PDF files are vector-based, so having a PDF file format is not a guarantee that it’s print worthy. Also note that photos or effects (shadows, glows, etc.) embedded into PDF files may not print clearly at all sizes. PDFs are often uneditable, so if you are asking someone to make changes to it, they will need to check your file first to see if they can.
Vector .EPS
Encapsulated PostScript files that were originally created in a vector-based program (such as Adobe Illustrator) can be reduced or enlarged to any size with no reduction in quality. However, you may not be able to view or open these files without specialized professional software. Even though you can’t open it, this may be the format your printer prefers. If you are not sure it’s the right file because you can’t preview it, ask your printer, and don’t worry—printers typically require you to sign off on a proof before production, so you’ll be able to see it then. Note that photos or effects (shadows, glows, etc.) embedded into EPS files may not print clearly at all sizes.
.AI
Adobe Illustrator files can be reduced or enlarged to any size with no reduction in quality. You may not be able to view or open these files without specialized professional software, but most Adobe Illustrator file creators will also provide a vector PDF file. If you are not sure it’s the right file because you can’t view it, don’t worry—printers typically require you to sign off on a proof before production, so you’ll be able to see it then. Note that photos or effects (shadows, glows, etc.) embedded into AI files may not print clearly at all sizes.
Raster .PDF
Unlike vector PDF files, these can not be enlarged without losing quality. While PDF files are easily viewable, transferable, and preferred by most printers for final, print-ready files, some PDFs were originally created on software not intended for professional/commercial printing, and then exported as PDF.
Raster .EPS
Similar to Raster PDFs, these can not be enlarged without losing quality. However, you may not be able to view or open these files without specialized professional software. Even though you may not be able to open it, this may be the format your printer prefers. If you are not sure it’s the right file because you can’t view it, ask your printer, and don’t worry—printers typically require you to sign off on a proof before production, so you’ll be able to see it then. Note that photos or effects (shadows, glows, etc.) embedded into EPS files may not print clearly at all sizes.
.TIF or .TIFF
Tagged Image File Format images are raster-based images, often photos. TIF file format holds a lot of information about an image, and retains certain qualities (like transparency and layers). This means the files can be very large, but TIF files may be the best choice for images such as high quality photographs, high resolution scans, or images with complex detailed effects.
.PSD
Photoshop Document files are raster-based images created or saved in Adobe Photoshop, and are often complex, layered files that may include photos, artwork, and/or effects. These files can be very large, and can’t be opened or viewed except in the Photoshop application. PSDs are intended to be file formats for creation of raster images, and are typically saved or exported as other file formats determined by the desired end use. However, many printers have Photoshop in their typesetting/design or prepress departments, so if that’s the only file format you have, it may work. Printers may also request PSD files if they need to make changes to a file that has been provided to them in another raster format.
DIGITAL
.SVG
Scalable Vector Graphics are vector-based graphics that work online. This is the perfect format for digital logos, icons, infographics, and illustrations that you want on your website. These files are so web-friendly, any text that is contained in the graphic itself is even readable by search engines. Because they are vector, their file sizes are typically much smaller than raster based digital graphic files like JPGs or PNGs, so they load faster. The only downside is that older browsers don’t support SVG files, so people using those browsers won’t be able to see them. Also, some websites you may want to share your logo on (like Facebook and Instagram) don’t support SVG images on their platforms.
.PNG
Portable Network Graphics are raster-based image files that support transparency. PNGs are an RGB “index” color type of image file, which doesn’t support all of the colors the human eye can see, but does support 16 million colors. PNGs are also lossless, meaning they won’t lose any quality when they are compressed. Unlike SVGs, PNG files are supported on virtually all browsers and platforms. Their clear color palette and ability to maintain transparency and effects makes them ideal for logos that will look natural on any color background (without a white box like JPG files). They are also excellent for graphics with detailed information, like charts and graphs, since the compression is lossless.
.JPG or .JPEG
Joint Photographic Experts Group developed this file format to compress digital images, so they would load faster. JPG compression is what is called “lossy” compression, meaning that files saved as JPGs lose quality, especially the more they are shared. This loss of quality can often be seen as squares across an area that should be a smooth gradient, or little off-white pixels surrounding text on a white background. JPG files do not support transparency, either, so images, text, and other graphics saved in this format will appear on a white box (or other color if specifically designed that way). While JPG files may occasionally be high enough resolution and quality for professional printing, they were not intended for that purpose, and a TIF or other high-quality original file should be provided.
.BMP
Bitmap files are raster-based images that store a lot of information, and work on almost any device. Similar to TIF files, they are capable of handling data like alpha channels, which makes uncompressed BMP files quite large. However, they only contain RGB images, which is undesirable for printing.
.GIF
Graphics Interchange Format files are raster-based, limited to 256 colors, and originally designed for very basic images. Because of its limited color palette, GIFs are well suited to images with sharp lines and edges, like logos and simple graphics. However, one of the unique features of GIF files is the “flip book” ability to store multiple frames and reveal them one after another, giving the impression of an animation or video (albeit with low resolution and no sound). PNG files are generally preferred over GIFs for online graphics, but GIFs are fun to watch on social media!
.WEBP
Web Picture format files are raster-based image files specifically for internet use, that load faster than JPG or PNG files. They also support transparency and animation. However, older browsers and some websites/platforms may not support WEBP images.
.HEIC
High Efficiency Image Container files are higher quality and smaller file sizes than JPGs. Used primarily on Apple devices, they offer great storage and flexibility options for photographers. However, HEICs haven’t gained widespread usage, and they are not compatible with many platforms.
There you have my quick rundown on common file types, and where and how to use them. Unfortunately, there is no “holy grail” file type that can be used in all cases. When I create logos/branding related materials, I typically provide my clients with a vector PDF, SVG, and various sizes of JPG and PNG files. These file formats give them an excellent range of usability. On rare occasions, additional formats are requested, which I am happy to provide.
Learn more:
File formats are just one piece of the puzzle when it comes to making sure files are print-ready. Learn more about creating print-ready files here. >