5 Brand File Types, Decoded: What They Are and When to Use Them

If you’ve ever opened a folder of brand files and thought, “Do I really need all of these?” — you’re not alone.

We get this question a lot: What’s the difference between a .PNG and a .JPG? Do I really need an .AI file? Why are there so many versions of my logo?

The short answer: yes, you do need them all — and they each serve a specific purpose.

Your brand identity should be a system that includes fonts, colors, design elements, and yes — a suite of files designed to work across print, digital, and everything in between. Understanding the different brand file types in this suite is the key to keeping your brand looking sharp and professional wherever it shows up.

Here’s a quick breakdown of the five most common file types, and when to use each.

1. .AI (Adobe Illustrator File)

Best for: Design professionals, large-scale printing, editing master files

.AI files are your original design files — they’re built in Adobe Illustrator and contain the editable, layered artwork used to create your logo and other brand elements.

Because they’re vector-based, they can scale infinitely without losing quality. Whether you’re printing a tiny business card or a giant billboard, the .AI file keeps your design crisp and clean.

Keep this file safe — it’s the source file your designer may need for future projects.

2. .EPS (Encapsulated PostScript)

Best for: Printers, signage vendors, design flexibility

Think of .EPS files as the more universal cousin of .AI files. They’re also vector-based, which means they maintain quality at any size, but they’re compatible with a wider range of software programs.

Printers, sign makers, and outside vendors will often request an .EPS file for any large-format or specialty print projects.

If someone’s asking for a “high-res logo,” this is usually what they mean.

3. .PDF (Portable Document Format)

Best for: Print-ready files, sharing across platforms, previewing designs

Most people are familiar with PDFs, and for good reason — they’re easy to open, easy to send, and look the same across all devices. What many don’t realize is that PDF files can also preserve vector artwork, making them ideal for sharing final designs with printers or partners. Plus, they give you a visual preview of your logo or layout without needing special software.

When in doubt, send the PDF. It’s the safest, most universally accepted format.

4. .JPG (Joint Photographic Experts Group)

Best for: Web graphics, social media posts, presentations

.JPG files are pixel-based, which means they’re made of a fixed number of dots. While they work well for digital use, they shouldn’t be used for printing, as enlarging them too much will result in pixelation and blurriness. They’re perfect for social media, email graphics, and website banners — just be mindful of sizing.

Use .JPGs when you want a small file size and don’t need a transparent background.

5. .PNG (Portable Network Graphics)

Best for: Web use with transparent backgrounds

.PNG files are also pixel-based, but what makes them unique is their ability to support transparent backgrounds. This makes them ideal for layering your logo over photos, colored backgrounds, or other digital design elements. Just like .JPGs, they’re not meant for printing — but they’re incredibly useful for digital design flexibility.

Use .PNGs when you want your logo to “float” cleanly on top of other content.

Bonus Tip: Keep a Master Folder with all of your Brand File Types

If you’re managing your brand internally or with multiple partners, keep a clearly labeled folder with all your original brand files. Inside, organize by file type and use case — and always keep your vector files handy for future design needs.

And if you’re working with a professional design team (like us), you can always ask what file is best for your project. We’re here to help keep your brand consistent and clean, no matter the format.

Your logo files are tools. Understanding how and when to use each one ensures your brand always shows up professionally, whether it's on a website, a business card, a billboard, or a screen.

Need help making sure your visual identity is set up for success across every platform? We can help.