AI or PDF? Here's exactly what you need to send if you want your logo to look sharp

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If you work in marketing, you want a logo that looks sharp and on-brand – every time.

If you’re in procurement, you want fewer “can you send it in a different file?” emails, and a production that just runs.

Here’s the short truth: The right file type is often the difference between “premium” and “why does it look blurry?”

And at PromoX, we prefer vector format – AI or PDF.


What is a vector file (and why do you use it for a logo)?

A vector file is a graphic built from mathematical lines, shapes and curves – not pixels. This means that the logo can be scaled up and down without losing sharpness.

For example, Adobe describes that vectors can be resized infinitely without loss of quality, which is precisely why they are popular for logos that need to be used in many sizes.

Why it's important on products:

  • The logo might need to be 8 mm on a ballpoint pen and 25 cm on a bag
  • With vector, we can adjust size and placement without “inventing pixels” along the way
  • Result: sharper edges, fewer surprises, fewer proofreading rounds

The quick conclusion
If you want to get it right the first time:

  • Best: AI (vector) or PDF (vector-based)
  • Can be ok (depends on workflow): SVG / EPS (still vector)
  • Fallback if you don't have vector: High resolution PNG
  • Avoid: JPG, screenshots, logo inside Word/PowerPoint

What file types should you use for logos on products?

See them below:

1. AI (Adobe Illustrator) – our favorite

AI is a classic vector format for logos. Adobe mentions AI as a common vector file type for logos, for example, precisely because vectors do not lose resolution when scaled.

When AI is perfect:

  • When you want the most “clean” and flexible logo file for production
  • When the logo will be used on many different products and sizes

2. PDF – great (but only if it actually contains vector)

PDF is often a good format for logos – but here's the catch: PDF can be both vector and raster.

Adobe writes that “most PDFs are vector files”, but that it depends on how the PDF is made – for example, PDFs made in Photoshop can be raster-based.

How to quickly check if your PDF works as a vector:

  • Zoom in strongly (e.g. 800–1600%)
  • If edges are still completely sharp: good sign
  • If edges become “stepped”/pixelated: then there is probably a raster inside

Tip if you export from Illustrator:
Adobe mentions that when saving as PDF/SVG, you must select “Preserve Illustrator Editing Capabilities” if you want to preserve all Illustrator data.

3. SVG / EPS – vector, but not always the easiest in practice

  1. SVG and EPS are also vector formats, and Adobe refers to them as common vector types along with AI and PDF.

Why we still typically ask for AI/PDF:

  • Less misunderstandings in the proofing flow
  • Easier to ensure the same result across products

4. PNG – good fallback if you don't have vector

PNG is a raster file (pixels). It can certainly work if it is large enough - but it cannot be scaled "infinitely" without becoming pixelated.

Requirements if you send PNG:

  • Send the largest version you have (not a small file from an email signature)
  • Preferably transparent background (so the logo can be placed nicely)
  • Sharpness: as a rule of thumb, you often aim for 300 ppi at the final print size for high-quality printing, especially when viewed up close.

Mini-rule you can use without worrying about your size:

  • Pixels in width ≈ (logo width in cm / 2.54) × 300

    Example: 10 cm wide logo → 10 / 2.54 ≈ 3.94 inches → 3.94 × 300 ≈ 1180 px

5. JPG – not recommended (often)

JPG is also raster, but with compression. This is where you often get “muddy edges” and artifacts – especially on logos with text, sharp lines and small details. (It can be used in emergencies, but it is rarely the file type that makes anyone happy.)

Bonus: Colors – how to avoid “it’s almost red”

Marketing loves brand colors. Products love to tease brand colors.

If color is critical, help production by specifying a standard:

Pantone describes that Pantone Matching System colors use unique codes (PMS) to help you identify colors more precisely.

Practical:

  • Indicate PMS code(s) if you have them (e.g. in your brand guide)
  • Otherwise: specify CMYK/RGB as a starting point (and get a proofread)

Why it's also a "brand problem"

When logo files are floating around in different versions (PNG from a colleague, JPG from an old presentation, "ny_final_final2.pdf"), the brand easily ends up becoming inconsistent.

In Lucidpress/Marq material, for example, it appears that 77% of companies struggle with off-brand content.

The easiest way to reduce it? One approved logo kit with the right file types.


PromoX can help vectorize your logo

Do you only have a PNG/JPG – or a logo that is too “fussy” to be used nicely on products? We can often help.

This can be the case, for example, when:

  • The logo is a screenshot (low resolution)
  • Text and fine lines become pixelated in print
  • The PDF is “a PDF”, but contains raster (so it still gets blurry)

This is how we typically help:

  • We create a pure vector version (AI/PDF) that can be scaled without loss of quality
  • If the design is very detailed (e.g. small elements, thin lines, gradients), we can suggest a “merch-ready” version: same brand, but optimized to stand out on products

Important (so that expectations are right):

Some motifs (especially photo-like details) cannot always become “perfect vector” without changing the expression. In those cases, we advise on the solution that gives the best result for the specific product.

Summary

If you want fewer proofreading rounds and a logo that stands out on products, remember:

  • Vector first: AI or vector PDF
  • PDF is good – but not magic (check if it is vector)
  • If raster: go for high quality (often 300 ppi at final size)
  • Indicate colors clearly (PMS if important)
  • And: Don't have a vector? We are happy to help you vectorize or make the logo “merch-ready”.

Contact us today

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