These days, it’s not feasible to have one version of your logo. In an age of digital media, traditional marketing and broadcast options, it’s important to have many logo variations and think about your intended use (and longevity) before jumping in to logo design.
The best file format for your logo is an .eps file. EPS stands for Encapsulated Postscript and is the file extension for graphic files that are vector-based. In simple terms, vector graphics can be sized to fit virtually any platform (large-format print to Web images). They are also easy to edit. Designers and printers alike prefer this format. Additional file types of your logo such as .png, .pdf and .jpg are also helpful (especially if you do not own design software to view .eps files). It’s always a good idea to have a variety of formats on hand to meet various needs. When in doubt, if you are sending something to print, go with the .eps version of your logo.
Transparent backgrounds are best when designing logos. A good designer will give you variations (e.g. if you have .jpg file formats for your logo, the background cannot be transparent. Only .png and .eps file formats allow for transparent backgrounds). Transparent backgrounds give your logo a clean look and takes away the white box that you may see when logos are placed on websites or print materials with different background colors. This is another great reason it’s important to have multiple formats of your logo.
While it’s important to think about what will look good and represent your brand, it’s also important to think about the functionality of your logo. Where will you be using it? In print? On T-shirts? On social media? Request that your graphic designer provide you with variations of your logo: horizontal lock ups, vertical, and square (think: avatars for social media) are all beneficial to have in your logo arsenal. See the infographic below for an easy reference: