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Logo file types (.wtf)

So, we’ve done the brand strategy workshop, completed the brand development process, and come out the other end with a highly polished brand identity. Now it’s time for your brand toolkit!

Included in the toolkit will be a set of logo file types to keep your brand in good working order. You see, whether it’s a corporate brochure, a government website, a PowerPoint presentation, or wayfinding signage, there’s a particular file type for each purpose.

To keep things simple, we like to split file types into two categories: ‘office’ and ‘professional’.

Office

This set of logos is suitable for general use, and includes .jpg, .png, and .sgv file types.

Use .jpg files for general use in Microsoft Office, in online applications like websites and social media, or anywhere a .jpg file is requested.

.png files are similar to .jpg files, but with the addition of ‘reversed’ or ‘white’ versions. These can be used on dark backgrounds. Use .png files for general use in Microsoft Office, in online applications like websites and social media, or anywhere a .png file is requested.

.svg files can be scaled up to any size without pixilating (unlike .jpg and .png files). Use .svg files in applications that require large amounts of scaling.

Professional

.ai files are Adobe Illustrator files. They are the native file format and can be converted to any file by professional designers and printers.

This set of logos should be reserved for use by professional designers and printers.

In a nutshell

As a rule of thumb, use the .png files as your default logo files, they will offer the greatest amount of flexibility. The exception to the rule is, if you need to scale the logo up in size, use the .svg files.

an image of file types on a wall of tools