Logo Asset Guide

Welcome to your Logo Asset Guide!

Here you’ll find clear definitions and usage tips for every logo format, plus a quick comparison of logo, logotype, and logo mark. Bookmark this page for easy reference whenever you need to apply your new brand assets.

Logo Terminology

Logo

The complete “lock-up” that combines your logotype and/or logo mark into one cohesive brand asset.

When to use: Primary branding on your website header, printed collateral, signage, and anywhere you need the full brand expression.

Logotype (Wordmark)

Your brand name set in a custom or chosen typeface—text only.

When to use: Letterheads, formal documents, branded stationery, email signatures where clarity of name is key.

Logo Mark (Symbol/Icon)

A graphic symbol or icon representing your brand—no text.

When to use: Small-scale applications (favicons, app icons), social-media avatars, watermarks.

File Types Overview

.AI

  • Editable source.

  • Use: Tweak shapes, colors, or typography in Illustrator.

.EPS

  • Vector for print.

  • Use: Business cards, brochures, signage—no quality loss at any size.

.PNG

  • Raster w/ transparency.

  • Use: Overlay your logo on photos or colored backgrounds.

.JPG

  • Raster w/ solid background.

  • Use: When file size matters and transparency isn’t needed.

.SVG

  • Scalable web vector.

  • Use: Logos on your site, email footers, interactive PDFs.

.PDF

  • Universal print/share format.

  • Use: Any context where a non-designer needs to drop your logo into a document.