Image File Types Explained: JPEG vs PNG vs PDF (And When to Use Each)
You need to send your logo to someone. They ask: "What file type?"
You stare at your downloads folder: logo.jpg, logo.png, logo.pdf, logo.tif. Which one do they need? Does it matter?
Yes. It absolutely matters.
Using the wrong file type can result in pixelated logos, white boxes around your images, files too large to email, or graphics that won't print correctly. A basic understanding of image file types will save you headaches and make collaboration seamless.
Common File Types—and when to use them
JPEG or JPG (Joint Photographic Experts Group)
Best for: Web images, photos, email attachments, social media
Why it's popular: JPEGs are small file sizes (typically saved at 72 DPI for web), which means they load fast and are easy to email or upload to platforms with file size restrictions.
When to use it:
Photos on your website
Email signatures
Social media posts
Word documents (make sure it's RGB, not CMYK)
The downside: JPEGs don't support transparent backgrounds. If you use a JPEG logo on a colored background, you'll see an ugly white box around it. Also, JPEGs lose quality every time you save them—so don't edit and re-save the same JPEG repeatedly.
Pro tip: If you see a white box behind your logo on your website, that's a JPEG on a non-white background, and you need a PNG instead.
PNG (Portable Network Graphics)
Best for: Logos, graphics with transparent backgrounds, web images that need crisp edges
Why it's essential: PNGs support transparent backgrounds, which means your logo can sit on any color background without that awkward white box.
When to use it:
Your logo (especially if it goes on colored backgrounds)
Website graphics
Social media graphics
Any image where you need transparency or sharp edges
The downside: PNG files are larger than JPEGs, so they're not ideal for photos. But for logos? PNG is your best friend.
Pro tip: Use PNG for logos on the web. Always.
TIFF or TIF (Tagged Image File Format)
Best for: High-quality print applications, professional photography
Why printers love it: TIFFs retain the highest image quality and don't compress or lose data. They're the gold standard for print.
When to use it:
Large-format printing (banners, posters, trade show graphics)
Professional print projects
When your printer specifically asks for TIFF files
The downside: TIFF files are HUGE. We're talking megabytes (sometimes gigabytes) per image. They're too large for web use and often too big to email.
Pro tip: Don't send TIFFs unless someone specifically asks for them. Most print projects work fine with high-res PDFs.
GIF (Graphic Interchange Format)
Best for: Simple animations, memes, short looping videos for social media
When to use it:
Animated graphics for web or social media
Simple graphics with very limited colors
The downside: GIFs have a very limited color palette (256 colors max), so they're not suitable for print or for high-quality images. They're really only good for fun, short animations online.
Honestly? Unless you're making a fun animated graphic for Instagram, you probably don't need GIFs.
PDF (Portable Document Format)
Best for: Sharing final files, print-ready documents, brand guidelines
Why it's versatile: PDFs can be opened on any device without special software. They preserve formatting and can contain both raster images (like photos) and vector graphics (like logos).
When to use it:
Sending files to printers
Brand guidelines or style guides
Documents you want to share that shouldn't be edited
Multi-page layouts (brochures, reports, presentations)
Important: Not all PDFs are created equal. The PDFs I create for logos are vector files, which means they can scale infinitely without losing quality. But a PDF created from a JPEG is still just a JPEG inside a PDF wrapper—it won't magically become high-resolution.
Pro tip: When sending your logo to a printer or sign maker, ask if they prefer PDF, EPS, or Adobe Illustrator files; these are all vector formats.
The Takeaway
Web: Use PNG for logos (transparent backgrounds) and JPEG for photos.
Print: Use high-res PDF or ask your printer what they prefer.
Email: Use JPEG if you need a small file, PNG if you need transparency.
When in doubt, ask.
Any good designer or printer will tell you exactly what file type they need—and if they don't provide the right type, ask them to export it correctly.
Need help organizing your brand files or creating the right formats? I can set you up with a complete logo package that includes every file type you'll ever need.
Email me: aurelie@irisheyesdesign.com | Read more design essentials
