Logo in SVG, PDF or PNG: Which Files Do You Need?
For your logo you need at least three files: a vector SVG (website, vinyl cutter, embroidery, engraving), a vector PDF or EPS with fonts converted to outlines (all print, from an 85×55 mm business card, or 90×50 mm in much of Europe, up to a 5 m banner) and a PNG with a transparent background (social media, documents, presentations). Save the PNG in several sizes, e.g. 500, 1000 and 2000 px wide. If all you have for print is a bitmap, it needs around 300 DPI at 1:1 scale, so a logo 50 mm wide needs roughly 600 px.
The printer asks for a “vector logo”, the embroiderer wants a “file for digitising” and your social media designer asks for a “PNG with no background”. They are all right, because each of these files does a different job. In this guide we explain the difference between vector and bitmap, which logo format to send for print, for the web, for embroidery and for vinyl, how to prepare colour versions, and how to check in a minute whether your file is a genuine vector rather than an image pretending to be one.
Vector vs bitmap: what’s the difference?
A bitmap (PNG, JPG) is a grid with a fixed number of pixels. Enlarge it beyond its original resolution and the edges become jagged and blurred, and that lost detail cannot be recovered. A vector (SVG, PDF, EPS, AI) describes shapes mathematically, with points and curves, so you can scale it to any size without any loss of quality.
A logo should always be created and archived as a vector. Bitmaps are exported from it only when needed, for a specific purpose and at a specific size. Going the other way, turning a PNG into a vector, means either redrawing it by hand or accepting the compromises of auto-tracing.
| Feature | Vector (SVG, PDF, EPS, AI) | Bitmap (PNG, JPG) |
|---|---|---|
| Scaling | Lossless, from favicon to banner | Lossless only when reducing |
| Transparent background | Yes | PNG yes, JPG no |
| Editing colours | Easy, each shape separately | Difficult, colour is baked into the pixels |
| Cutting plotter, embroidery, engraving | Essential | Useless without redrawing |
| Viewing without design software | SVG in a browser, PDF in a reader | Opens anywhere |
Which logo file for which job?
The table below is a handy cheat sheet. If in doubt, send the vector: any supplier can export whatever they need from it, but nobody can create a vector from a bitmap.
In large-format print, scale matters too. Banners and roll-ups are often set up at 1:10 scale, in which case a bitmap would need a correspondingly higher resolution. A vector removes this problem entirely.
| Use | Best format | Notes |
|---|---|---|
| Print: business cards, flyers, posters | Vector PDF (or EPS, AI) | CMYK colours, fonts converted to outlines |
| Banner, roll-up, shop sign | Vector PDF | Vectors scale without limit |
| Website | SVG | Sharp on high-density screens, small file size |
| Social media, avatar | PNG | Min. 1000 px, avatar using the logo mark only |
| Word documents, presentations | PNG with transparent background | Approx. 1000–2000 px wide |
| Vinyl, cutting plotter, die-cut stickers | SVG, PDF or EPS | Flat colours, no gradients or shadows |
| Embroidery | Vector (SVG, PDF) | The embroiderer creates their own machine file from it |
| Engraving, laser, rubber stamp | Single-colour vector | Clean outlines, no halftones |
| Favicon | PNG or SVG | E.g. 32×32 and 180×180 px, simplified mark |
Embroidery and vinyl: why a bitmap won’t do
A cutting plotter and an embroidery machine don’t see pixels, only paths. The plotter cuts along the outline with a blade, so every colour has to be a separate, closed shape. Gradients, shadows and semi-transparency are impossible in vinyl without printing, and very thin lines may not survive weeding. The minimum line thickness depends on the type of vinyl and the size of the sticker, so ask your supplier.
In embroidery, the number of colours equals the number of threads, and small lettering easily merges into the stitching. Embroiderers usually advise against text smaller than about 5–6 mm, although the limit depends on the fabric and the stitch. That’s why it pays to have a simplified version of your logo: less detail, thicker lines and no more than a few colours with Pantone references.
- For vinyl: a vector, colours as flat fills, strokes converted to shapes.
- For embroidery: a vector plus Pantone numbers, and a simplified version for small sizes.
- For engraving: a single colour, no shading.
Transparent backgrounds: PNG, SVG and the pitfalls
PNG, SVG and PDF all support transparent backgrounds. A JPG always has a background, usually white, which shows up as an ugly rectangle on a coloured photo or banner. So for social media and documents, choose PNG rather than JPG.
Watch out for “fake transparency”: a PNG in which the chequerboard pattern is actually painted into the pixels. Open the file on a dark background, for example in your browser’s dark mode; if you see a chequerboard or a white frame, the background isn’t transparent. In print, also bear in mind that white means no ink. A white logo on clear vinyl or a coloured substrate needs white ink printing, which not every press offers.
Logo colour versions: which ones to prepare
One full-colour version isn’t enough, because your logo will appear on different backgrounds and be produced using different technologies. The minimum set is a full-colour version, a black (mono) version and a white version (reversed out, for dark backgrounds). It’s also worth having horizontal and stacked layouts, plus the logo mark on its own, i.e. the symbol without the name.
Record your colours in several systems. CMYK is for print, RGB and HEX for screen, and Pantone for spot colours, vinyl, screen printing and matching thread in embroidery. The same “brand blue” in RGB can come out noticeably duller in print after a simple conversion to CMYK, so it’s best to define CMYK values deliberately rather than leave it to automatic conversion.
| Version | Where you’ll use it |
|---|---|
| Full-colour CMYK | Print: flyers, posters, business cards, banners |
| Full-colour RGB/HEX | Website, social media, presentations |
| Black | Invoices, rubber stamps, engraving, single-colour print |
| White (reversed) | Dark backgrounds, photos, dark promotional items |
| Logo mark | Avatar, favicon, embroidery on a small area |
How to spot a genuine vector
A file extension guarantees nothing. A PDF, an EPS and even an SVG can contain an ordinary bitmap, and renaming a .png to .svg doesn’t create a vector. Before sending a file to the printer or embroiderer, run a few simple tests.
- Zoom test: open the PDF or SVG and zoom in to 1000–2000%. A vector has perfectly smooth edges; a bitmap will show pixels or blurring.
- Outline view: in Illustrator (Ctrl+Y) or Inkscape you’ll see thin path lines. If all you see is a rectangle, there’s an image inside.
- Selection test: in design software, click on a letter or shape. In a vector you can select individual elements with anchor points.
- SVG code check: open the file in Notepad. path tags mean vector; an image tag with a long base64 string means an embedded bitmap.
- Auto-tracing: too many anchor points, wobbly lines and “steps” on curves give away a vector auto-traced from a PNG. It’s usually fine for print, but for embroidery and vinyl it’s better redrawn by hand.
Fonts, outlines and the full file set to hand over
In a vector file for print, convert all text to outlines (in Illustrator: Create Outlines). Otherwise a printer who doesn’t have your font will see a different typeface or an error. Also convert fixed-width strokes to shapes, or they may behave unpredictably when scaled.
Check that the logo is legible at its smallest real-world size, e.g. around 15 mm wide on a business card and 32 px on a favicon. If details disappear, prepare a simplified version. Organise everything in a folder with clear file names, such as company-logo-horizontal-cmyk.pdf or company-mark-white.png. You get a set prepared exactly like this in, for example, the “Logo Design” package at plakaty.shop (wielkareklama.eu studio): 10 concepts in PNG, SVG and vector PDF for €47.
- VECTOR folder: PDF, SVG, plus EPS or AI if needed, in CMYK and RGB versions.
- PNG folder: colour, black and white versions at 500, 1000 and 2000 px.
- Colour reference file: CMYK, RGB, HEX and Pantone values.
- The editable source file, if your agreement with the designer includes it.
Checklist
- You have the logo as a vector (PDF or SVG) and it has passed the zoom test
- Text and strokes have been converted to outlines
- The print version is in CMYK, the screen version in RGB/HEX
- The PNG has a genuinely transparent background, checked on a dark background
- You have a colour version, a black version, a white version and the logo mark on its own
- For vinyl and embroidery you’ve prepared a simplified version with flat colours and Pantone numbers
- The logo is legible at the smallest size you’ll use it
- Files have clear names and are organised into folders
- You’ve proofread all the text in the logo and materials before printing
FAQs
What logo format should I send to the printer?
The safest choice is a vector PDF with text converted to outlines and colours in CMYK. Printers also accept EPS and AI. If you only have a PNG, it needs around 300 DPI at the final size, which is often impossible for large formats.
Is a PNG a vector file?
No, a PNG is a bitmap made up of pixels. It has the advantage of a transparent background, but it loses sharpness when enlarged. Vector formats are SVG, PDF (if it contains paths), EPS and AI.
How do I convert a PNG logo to a vector?
The best result comes from a designer redrawing the logo by hand in vector software. Auto-tracing (e.g. in Illustrator or Inkscape) works for simple, single-colour marks, but with fine detail and lettering it leaves uneven edges. For embroidery and vinyl, auto-traced artwork usually needs correcting.
SVG or PNG for a website?
SVG is better for a logo on a website: it’s sharp on every screen, usually lighter, and its colour is easy to change in CSS. Choose PNG where SVG isn’t supported, for example in some email marketing platforms, and for social media avatars.
What PNG resolution do I need for social media?
A PNG 1000–2000 px wide with a transparent background is enough. For your profile picture, prepare a square with just the logo mark, because platforms crop avatars to a circle and shrink them to a few dozen pixels.
Is a PDF always a vector?
No. A PDF is a container that can hold vector paths or an ordinary image. Zoom in to around 1000% or try selecting individual letters: if you see pixels or the whole rectangle gets selected, there’s a bitmap inside.
