Understanding Common File Formats
File Format Quick Reference Guide
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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.
Someone asks for your logo in SVG. Your web developer needs a PNG with a transparent background. Your print shop wants a high-resolution file and you're not sure what that means.
You're not alone. File formats confuse a lot of people. But once you understand the basic characteristics of each one, the confusion clears up quickly.
JPEG: The Standard Format for Digital Photos
JPEG stands for Joint Photographic Experts Group. It's been the most widely used photographic file format since 1992, largely because it compresses photos effectively while keeping file sizes manageable. It's the default format on most mobile phones.
JPEG is a lossy format. That means each time you save a JPEG, it loses a small amount of quality. You might not notice after the first save, but repeatedly saving a JPEG will eventually show visible degradation. Always keep your original source files.
JPEG works well for sharing photos online, through websites, social media, or email, and for any image where a smaller file size matters more than pixel-perfect precision.
One thing to avoid: saving your logo as a JPEG. The compression creates distortion and artifacts on sharp edges. Unless there's no other option, keep your logo out of JPEG format.
PNG: Lossless and Transparent
PNG stands for Portable Network Graphics. It's a lossless format, meaning image quality doesn't degrade when you open it again. What you see stays exactly as it is.
Most people request PNGs because of the transparent background. When you save a logo as a PNG, you can place it over photos, colors, or other design elements without a white box appearing around it.
PNGs work well for logos on websites, graphics with text or clean lines, and any image intended for digital display.
The one area where PNG struggles is large photographs. Because PNG uses lossless compression, photo files can get very large and slow down your site.
When exporting, you may be able to choose between two versions:
- PNG-8: limited to 256 colors. Ideal for logos and icons.
- PNG-24: supports millions of colors and multiple transparency levels. Better for complex graphics.
If someone asks for your logo for a website or digital project, PNG is usually the right call.
HEIC: Apple's Space-Saving Format
HEIC stands for High Efficiency Image Container. Since iOS 11, iPhones have shot photos in HEIC by default. Apple adopted it because HEIC reduces file sizes by roughly 50% compared to a visually similar JPEG. For anyone with a large photo library, that's significant.
HEIC works well for storing photos on Apple devices and sharing within the Apple ecosystem. Quality stays high and file sizes stay small.
The problem comes when you step outside that ecosystem. Windows doesn't recognize HEIC natively without installing the "HEIF Image Extensions" from the Microsoft Store. Most web platforms and email clients don't support HEIC and will either reject it or auto-convert it on upload, which can reduce quality.
HEIC is fine for your own device. It's not suitable for sharing with clients, uploading to websites, or using in design work. When in doubt, switch your iPhone camera to JPEG in settings, or convert images before sharing.
RAW: The Starting Point for Professional Editing
RAW isn't an acronym. It describes exactly what it is: unprocessed data captured directly from the camera sensor before any editing has taken place. No compression, no color adjustment, no sharpening. Just the raw information the camera recorded.
RAW files are ideal for professional and commercial photo shoots where post-processing quality matters.
I don't deliver RAW files, and here's why: they're not a finished product. They require specialized software just to open. 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 makes it useful hasn't happened yet. What you receive from me is the result of that process. That's what you hired me for.
RAW files are a starting point. Don't share them directly or post them online.
SVG: Infinitely Scalable
SVG stands for Scalable Vector Graphics. Unlike JPEG and PNG, which are pixel-based, SVG files are math-based. Images are defined using coordinates and shapes rather than a grid of pixels.
What that means in practice: an SVG file never loses quality no matter how much you scale it. Blown up to billboard size or shrunk to a browser favicon, it stays sharp.
SVG is ideal for logos, website icons, and any graphic that needs to scale without losing quality.
Where SVG has limits: photography. You'd never convert a photo to SVG. It's designed for graphics and illustrations, not complex color gradients.
If your designer gives you your logo as an SVG, store it carefully. That's the most versatile version of your logo.
PDF: The Document You Share and Print
PDF stands for Portable Document Format. It was designed to ensure a document looks the same regardless of the device, software, or application used to open it. A PDF can contain both vector and raster content in a single file, so you don't have to choose between high-quality photos and clear, legible text.
When a printer asks for a high-resolution PDF, they want a finalized file that doesn't need further modification before going to press.
PDF's main limitation is editability. It's designed to create a final version of a document, not to allow revisions. Fonts are typically converted to outlines during export, making the file printer-safe but removing the ability to edit the text. Minor edits are sometimes possible using a tool like Adobe Acrobat Pro, but they'll never be as efficient as working from the original source file.
When you're sending something to a printer or sharing a document for review, PDF is the right choice.
AI: The Master Source File
AI stands for Adobe Illustrator document. Unlike output formats like JPEG or PNG, an AI file is the native working file where professional designs are built. It's vector-based, so a logo can scale from a business card to a billboard without any loss in quality.
AI files preserve all layers, fonts, and editable paths. They're the most versatile asset in your brand library. Store your original AI files carefully. A professional designer will need them any time your brand requires an update or a new high-quality export.
WebP: The Best Format for Web Performance
WebP is a modern image format developed by Google for superior compression and performance on the web. It supports both lossy and lossless compression, as well as transparency and animation, while keeping file sizes roughly 25% to 35% smaller than traditional JPEG or PNG files.
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.
A Note About Your Brand Files
If you have a logo, you should have at least three versions stored: a PNG for web and digital use, an SVG for scalability and web development, and a PDF for professional printing. If you only have one version and it's a low-resolution JPEG, that's worth addressing before your next print job.
Lionel Lowery
Marketing & Creative Strategy
Lionel works with businesses and nonprofits across the Piedmont Triad (including Winston-Salem and Greensboro) and virtually with organizations nationwide, to clarify their brand messaging, strengthen their brand identity, and build digital marketing systems that actually hold up. Through LIONEL.MKTG, he brings together digital marketing, social media strategy, and brand design services for organizations that are done guessing and ready to move forward.
