Understanding Common File Formats
TL;DR
- JPG: Photographs and social media images. Ideal for images where logos and text don’t apply.
- PNG: Web images and logos with transparent backgrounds. Not ideal for large photographs.
- HEIC: iPhone photos stored on Apple devices. Not reliable for sharing with clients or using in design work.
- RAW: Unprocessed camera files built for professional editing. Not for sharing or web use. Always export before delivery.
- SVG: Logo images and icons. Scale up and remain clear.
- PDF: Materials to be printed out, distributed documents. Can include both vector and raster content.
- AI: Master source files for design and editing. Scalable to any size without quality loss.
- WebP: The best format for high-performance websites.
Just recently, someone asked you for your logo in an SVG format. Maybe your web developer told you they needed a PNG with a transparent background. Perhaps your print shop called you and asked for a high-resolution version of the document and you had no clue what that meant.
You aren’t alone. There are many others who also struggle to make heads or tails from file formats. Once you have learned the basic characteristics of different file formats, however, there is less confusion surrounding what you can and cannot request. Be sure to download this guide so you can always keep the information handy.
JPEG: The File Format Of Choice For Digital Images
JPEG is short for Joint Photographic Experts Group. JPEG is the default setting on all mobile phones when taking a photograph. The JPEG format was introduced in 1992 and remains today the most widely-used photographic file format thanks to its ability to compress photographs effectively while maintaining file size at reasonable levels.
However, JPEG is a lossy format – meaning each time you save a JPEG, it loses a little bit of quality. While you might barely notice this difference after saving a JPEG the first time, repeatedly saving a JPEG will eventually show degradation in quality. Always retain your original source files.
JPEG is perfect for sharing photographs online via websites, social media platforms, email etc., and for creating images that require smaller file sizes than exact pixel-for-pixel precision.
In summary: JPEGs are not ideal for logos or text-heavy graphics. JPEGs compression creates distortion and artifacts on the sharp edges of these graphics. Never save your logo as a JPEG unless absolutely necessary.
PNG: The Lossless Format That Has A Transparent Background
PNG is short for Portable Network Graphics. Like GIFs, PNG is a lossless graphic format – meaning that your image won’t degrade whenever you open it again. In other words, everything you see is going to stay exactly that way forever.
Most people request PNGs because of the transparent background. Whenever you save a logo as a PNG, it allows you to place it over anything - whether it be a photo or another design element. Your logo will never have that annoying white box around it like it would if you saved it as a JPEG.
PNGs work perfectly for logos on websites, graphics with text or clean lines, and any kind of image you plan to display digitally.
PNG’s only weakness is large photographs. Since PNG uses a non-compression method similar to GIFs, PNGs for photography grow quite large quickly and can severely impede load times on your site.
When exporting you may also get to choose between 2 versions:
- PNG-8 (limited to 256 colors, ideal for logos/icons)
- PNG-24 (supports millions of colors and multiple transparency levels, better for complex graphics)
In summary: If someone wants your logo for their website or a digital project, PNG is probably the best bet.
HEIC: The Space-Saving Format Built Into Every iPhone
HEIC stands for High Efficiency Image Container. Since iOS 11 (the most recent version at that time), all users have been shooting HEIC files when taking pictures with their iPhones. Apple has defaulted the camera to HEIC due to its ability to reduce the file size by about 50% compared to JPEGs that are visually similar. To many users with large collections of photographs taken with their cameras, this represents a major savings.
HEIC works beautifully for saving images on Apple products and sharing within the Apple environment. Quality remains high and image sizes remain small.
Problems arise when you step outside of the Apple environment. Windows does not recognize HEIC formats natively unless you install the "HEIF Image Extensions" from the Microsoft Store. Most web-based applications (e.g. social media sites) and email clients do not understand the HEIC format and will either reject it or automatically convert it upon upload which may result in loss of image quality.
In summary: HEIC is perfect for saving images to your own device via your Apple product, it is NOT suitable for use as a format for sharing images, or for uploading images to websites. If you’re unsure whether to use HEIC or JPEG format, simply go into your iPhone camera app and select JPEG as your camera format, or convert your images prior to sharing.
RAW: The File Photographers Edit From
A raw file isn’t an abbreviation — it’s just what it says; it is the unprocessed (unsharpened) uncompressed data captured by a camera’s image sensor before any edits have been made to it. There is no compression, no color adjustment, no sharpening etc. Only all the images captured by the camera as they were seen by it when capturing.
Raw files work well for professional photoshoots, commercial photo shoots, and in any other instance where quality of post-processing is important.
RAW files aren't something I deliver, and here's why: they're not a finished product. They're the unprocessed data straight from the camera sensor, before color correction, exposure adjustments, cropping, or any of the editing that makes an image what it is. On top of that, RAW files require specialized software to even open — most people don't have it, and standard photo viewers won't display them properly.
Handing over a RAW file is like a tailor giving you cut fabric instead of a finished garment. The material is there, but the work that transforms it into something valuable hasn't happened yet. What you receive from me is the result of that process, and that's what you hired us for.
In summary: Raw files are designed to be used as a starting point for the editing process and should not be intended to be shared or posted on the internet.
SVG: The Infinitely Scalable File
SVG stands for Scalable Vector Graphics. Unlike PNG and JPG, which are pixel-based, SVG files are math-based. An image is defined using coordinates and shapes instead of a grid of pixels.
That translates into real-world terms: an SVG file will never lose quality regardless of how much it is scaled; whether it is blown up to billboard size or shrunk to fit a favicon, it will remain sharp.
SVG is ideal for logos that may be viewed in different scales, website icons and illustrations, and graphics that require resizing without becoming fuzzy.
Where SVG has its limitations: photography. You would never convert a photo to an SVG. SVG is meant for graphics and illustrations and not for images with complex color gradients.
In summary: If your designer provides you with your logo as an SVG, store it safely. That is the most versatile form of your logo.
PDF: The Sharable/Printable Document
PDF stands for Portable Document Format. The intent behind the development of this format was to ensure that a document would look the same regardless of whether it was opened by someone using different devices, software or other applications. A PDF has the capability to contain both vector and raster content within a single file. Therefore, there isn’t a need to choose between having high quality photographs and/or graphics versus clear and legible text; they can coexist. When a printer requests a "high resolution" PDF from you, they want you to provide them with a file that has been finalized and does not require additional modifications before being sent to be printed.
There aren’t many types of files for which PDF works better than others — particularly when print readiness is a requirement, as well as when consistency is required throughout all of the elements contained within the document.
One of PDF’s only weaknesses is its inability to edit. PDF was developed specifically to create a “final” version of a document, and not to allow for revisions or changes. In addition, fonts typically get converted into outlines during export — which ensures that the file is printer-safe, however, these fonts are no longer capable of being edited. As such, many PDFs are exported in a manner that prevents users from modifying their contents, either through the use of export locks, or by restricting user permissions. It may be possible to make some minor edits to a PDF via tools such as Adobe Acrobat Pro, though even those minor edits will never be as efficient as working directly from the original source file.
In summary: Whenever you send a document to a printer, or share a document with another party for purposes of review — PDF should be your choice.
AI: The Master Source File
AI stands for Adobe Illustrator Document, and unlike final image products like JPEGs or PNGs, it serves as the native "working" file where professional designs are born. Because it is a vector-based format, it uses mathematical formulas rather than pixels to define shapes, allowing you to scale a logo from the size of a business card to a massive billboard without any loss in clarity or quality.
These master source files preserve all layers, fonts, and editable paths, making them the most versatile asset in your brand's library. You should always store your original AI files safely; they are the "master keys" that a professional designer will need whenever you require a brand update or need to generate new, high-quality exports for web or print.
In summary: Vector-based working file for Adobe Illustrator that preserves total editability.
WebP: The New Standard For Web Performance
WebP is a modern image format developed by Google specifically to provide superior compression and performance for the web, effectively acting as a more efficient replacement for JPEG and PNG. It is often described as the "Swiss Army Knife" of web formats because it supports both lossy and lossless compression, as well as high-quality transparency and animation, all while maintaining file sizes that are typically 25% to 35% smaller than traditional formats.
Smaller files translate directly to faster website loading speeds, which significantly improves both your search engine rankings and the overall experience for your users. With near-universal support across all modern browsers like Chrome, Safari, and Firefox, WebP has become the best choice for ensuring your digital content is both beautiful and lightning-fast.
In summary: A modern, Google-developed image format that provides superior compression for the web, supporting both lossy/lossless modes and transparency while maintaining significantly smaller file sizes than JPEGs or PNGs.
A Note Regarding Your Brand Files
Here’s another practical take away: if you have a logo you should have at least three variations stored away: a PNG (for web/digital) an SVG (for scalability/web development), and a PDF (for professional printing). If you only have one variation and it’s a low resolution JPG then that’s something you should attend to prior to your next print job.
If this article has helped spark a thought process or changed how you see things, please post in the comments section. Some of the best articles we write lead into some of the most interesting (and informative) comments.
And if you're currently trying to navigate a marketing or design issue - That is exactly what I am here for. Do you have questions regarding developing your company's branding? Do you need a content plan that reflects your business? Or simply a fresh perspective on something you've been staring at for so long? Let's Talk. No obligation. Just an open conversation about where you are now and where you would like to be.
Camuffo, Arnaldo, et al. "A Scientific Approach to Entrepreneurial Decision Making." Management Science, 2024. (Foundational research for the €26,000 revenue lift statistic).
Lionel Lowery
Marketing Strategist & Creative Lead
Lionel works with small and mid-size businesses and nonprofits across the Triad, including Winston-Salem, Greensboro, and beyond, to clarify their message, strengthen their brand, and build marketing systems that actually hold up. Through LIONEL.MKTG, he brings together digital marketing, social media strategy, and graphic design for organizations that are done guessing and ready to move forward.
