When your organization receives logo files, you may see a mix of file types like JPG, PNG, SVG, and PDF. You might also hear about CMYK, RGB, or Pantone colors. If you’re not a graphic designer, this can feel overwhelming—but don’t worry! Here’s a quick, easy-to-understand guide to logo file types and when to use them.
Color Modes: CMYK, RGB, and Pantone
Your logo’s colors can look different depending on where it appears. That’s because different printing and digital screens use different color modes.
CMYK (Cyan, Magenta, Yellow, Black):
Used for printing. Best for brochures, business cards, and other materials that will be physically printed.RGB (Red, Green, Blue):
Used for screens. Best for websites, social media, and PowerPoint presentations.Pantone (PMS - Pantone Matching System):
A standardized color system for consistent printing. Often used for branded merchandise or when exact color accuracy is critical. Some PMS colors cannot be replicated with CMYK printing, such as neon or metallic colors.
Common Logo File Types and When to Use Them
1. JPG (or JPEG)
Uses: Social media, websites, email graphics.
Pros: Small file size, works on almost any platform.
Cons: Not transparent (has a solid background), loses quality when resized.
Use a JPG when you need a small, easy-to-share file but don’t need a transparent background.
2. PNG
Uses: Websites, presentations, social media (especially when you need a transparent background).
Pros: Supports transparency, better quality than JPG.
Cons: Larger file size, not ideal for printing.
Use a PNG when placing your logo over a colored background or image on a website or slide deck.
3. SVG
Uses: Websites, digital platforms, online design tools like Canva.
Pros: Resizes infinitely without losing quality, perfect for web use.
Cons: Not ideal for print, may not be compatible with some programs.
Use an SVG for websites or digital platforms where your logo needs to be crisp at any size.
4. PDF
Uses: Print materials, professional printing, sharing a logo with vendors.
Pros: Keeps high-quality vector format, easy to share.
Cons: Can be large in file size.
Use a PDF when sending your logo to a printer or sharing with a partner who needs a high-quality file.
Which File Type Should You Use?
| Scenario | Best File Type | Recommended Color Space |
|---|---|---|
| Posting on social media | JPG or PNG | RGB |
| Adding your logo to a website | PNG or SVG | RGB |
| Sending to a professional printer | PDF (or Pantone EPS if provided) | CMYK or Pantone |
| Overlaying your logo on an image | PNG (to keep transparency) | RGB |
| Sending to a vendor or sponsor | PDF (to ensure quality) | CMYK or Pantone |
Final Thoughts
Keeping track of different logo files may seem tricky, but having the right format for each situation ensures your nonprofit’s brand looks polished and professional. If you're unsure, send a PDF—it’s usually the safest option!
Still have questions about a specific logo use? Reach out and I can provide a recommendation!