If your graphic designer just asked you to send over your logo or source files and you froze a little, you’re not alone. AI, EPS, PSD, SVG, TIFF, PDF… it can feel like alphabet soup. The good news: you don’t need a design degree to get this right. You just need to know what file formats to send to your graphic designer, and when.
This guide is written for clients, marketers, business owners and anyone who works with designers rather than as one. By the end, you’ll know exactly which file to dig out of your Google Drive, and why sending the wrong one costs everyone time and money.
Why the Right File Format Matters (Even If You’re Not the Designer)
Sending a logo as a tiny JPG pulled from your website is one of the most common reasons design projects get delayed. When your designer receives a low-quality or flattened file, they often have to:
- Rebuild your logo or artwork from scratch
- Charge you extra hours for vectorization
- Delay the project while waiting for better assets
- Compromise on print or display quality
Sending the right file from the start can save you anywhere from a few hours of work to several hundred dollars on a project. It’s that simple.
Vector vs Raster: The One Concept You Actually Need to Understand
Before we look at specific formats, here is the only technical distinction that really matters:
Vector files
Built from mathematical paths. They can be scaled to any size (business card to billboard) without losing quality. Best for logos, icons and illustrations.
Common vector formats: AI, EPS, SVG, PDF (vector)
Raster files
Built from pixels. They look great at their original size but get blurry when enlarged. Best for photos and detailed images.
Common raster formats: JPG, PNG, TIFF, PSD, GIF, WebP
If you remember just one rule: logos and brand assets should be vector whenever possible.
The 9 File Formats You’ll Actually Be Asked For
| Format | Type | Best Used For | Send to Designer? |
|---|---|---|---|
| AI | Vector (Adobe Illustrator) | Logos, icons, illustrations | Yes, always if available |
| EPS | Vector (universal) | Logos for print, older software | Yes |
| PSD | Raster (Adobe Photoshop) | Layered photo edits, web mockups | Yes, for editable assets |
| INDD | Layout (Adobe InDesign) | Brochures, books, magazines | Yes, with linked assets |
| Vector or raster | Print-ready files, sharing proofs | Yes, especially print-ready PDFs | |
| SVG | Vector (web) | Web logos, icons, animations | Yes, for web projects |
| JPG / JPEG | Raster (compressed) | Photographs, web images | Only if it’s the original |
| PNG | Raster (lossless) | Images with transparency | Acceptable as backup |
| TIFF | Raster (high quality) | Print photos, scans | Yes for print jobs |
A Closer Look at Each Format (Plain English Edition)
AI (Adobe Illustrator)
The master file for logos and vector artwork. If your original designer created your logo in Illustrator, this is the file you want to keep safe forever. Always send it to a new designer when starting a brand-related project.
EPS (Encapsulated PostScript)
The universal vector format. Slightly older, but still requested often by printers and merchandise vendors. Think of EPS as the “backup vector” if AI isn’t an option.
PSD (Photoshop Document)
This is the editable, layered Photoshop file. Send it when you need a designer to modify a previous design, social media template, or photo composition without starting over.
INDD (InDesign Document)
Used for multi-page layouts: brochures, magazines, ebooks, annual reports. INDD files link to external images and fonts, so if you need to send one, ask your old designer for a “Package” folder that includes everything.
The Swiss army knife. A PDF can hold either vector or raster content. A print-ready PDF exported by a designer is often all a printer needs. PDFs are also great for sharing proofs and signing off on designs.
SVG
The web-native vector format. SVGs stay sharp on retina displays and load fast. If your project involves websites, apps, or email signatures, SVG is the go-to.
JPG / JPEG
Great for photos, terrible for logos. JPGs lose quality every time they are re-saved, and they cannot have transparent backgrounds. Only send a JPG if it’s the original high-resolution photo file.
PNG
Better than JPG because it supports transparency and doesn’t degrade. Still raster, though, so don’t treat it as a replacement for a real vector logo.
TIFF
High-resolution raster format used for printing photographs. Larger file size, excellent quality. Common in publishing and packaging projects.
What to Send Based on Your Project Type
For a logo redesign or rebrand
- Original AI file (if you have it)
- An EPS as backup
- A high-resolution PDF with the current logo
- Any brand guidelines document
For a website or social media graphic
- Logo files in SVG and PNG (with transparent background)
- Photographs as original JPG or RAW files
- Any existing PSD templates
For a print project (flyer, brochure, packaging)
- Vector logo files (AI or EPS)
- Photos in TIFF or high-res JPG (300 DPI minimum)
- Any previous INDD packages
- Print specs from your printer
The Client’s Pre-Flight Checklist
Before hitting send, run through this quick checklist:
- Did I include both editable source files (AI, PSD, INDD) and preview files (PDF, PNG)?
- Are images at least 300 DPI for print or 72 DPI for web?
- Did I include any custom fonts the designer might need (with proper licensing)?
- Did I zip large folders before sending via WeTransfer, Dropbox or Google Drive?
- Did I include color codes (HEX, RGB, CMYK or Pantone) if I know them?
Common Mistakes That Cost Clients Money
- Sending a logo screenshotted from a website. It’s low-res and almost always needs to be redrawn.
- Embedding the logo inside a Word or PowerPoint file. Designers can’t extract a usable version.
- Sending only a PNG when a vector exists somewhere. Always dig through old emails first.
- Forgetting font files for custom or paid fonts used in a previous design.
- Sending a flattened PDF when you actually need an editable one.
Quick Reference: What Format for What Output?
| Output | Recommended Format |
|---|---|
| Website logo | SVG or PNG |
| Business cards | PDF (print-ready) from AI |
| T-shirt printing | AI or EPS |
| Social media post | JPG or PNG |
| Email signature | PNG with transparency |
| Billboard or signage | AI or EPS (vector required) |
| Magazine ad | High-res PDF or TIFF |
FAQ
What is the best file format for graphic design?
There isn’t one single best format. For logos and brand assets, vector formats like AI and EPS are best. For photographs, JPG or TIFF work well. For web graphics with transparency, use PNG or SVG.
Should logos be JPEG or PNG?
Between the two, PNG is better because it supports transparent backgrounds and doesn’t lose quality. But ideally, your logo should exist as a vector file (AI, EPS, or SVG), with PNG used only as a quick preview.
What format should I ask my graphic designer to deliver to me?
For a finished logo, ask for a full package: AI, EPS, PDF, SVG, PNG (transparent) and JPG, in both color and black-and-white versions. This way you’ll be ready for any future need.
What if I only have a JPG of my logo?
Tell your designer upfront. They may be able to vectorize it (recreate it as a vector file), which usually involves a small additional fee but gives you future-proof assets.
How do I send large design files?
Use WeTransfer, Dropbox, Google Drive or Smash. Zip folders to keep file structure intact and avoid corrupted uploads.
Do designers still use EPS in 2026?
Yes. EPS remains widely accepted by printers, embroidery services, signage companies and merchandise vendors. It’s a reliable backup even if AI is now more common.
Final Word
You don’t need to memorize every format on this list. Just remember the golden rule: send your designer editable source files whenever possible, and keep backups of everything they deliver to you. Do that, and your next project will start faster, run smoother, and cost less. Your designer will thank you, and your wallet will too.