A Simple Guide to File Types (and When to Use Each One)

When you work with us on a branding or graphic design project, you’ll receive your deliverables in different file formats. Some file types you’ve probably seen before, but if any are unfamiliar or you’re wondering what you’re supposed to do with all of these files, this guide is for you.

Each file format we send has a purpose, and we’re here to make it easy to understand when (and where) to use each one.

Feel free to bookmark this page so you can refer back to it anytime!

JPG (.jpg)

Best for: Word documents, PowerPoints, internal documentation, websites, social media

JPGs are the most common image format and they work well in many everyday applications. They’re great for quick, easy use when you just need a visual. Keep in mind that JPGs have a solid background (which is usually white) so they’re not the best for placing the image over a coloured background or photo.

A quick note on colour: JPEGs can be saved in either RGB or CMYK colour modes, depending on how they’ll be used. RGB is ideal for digital screens (like websites or social media), while CMYK is the standard for professional printing. If you’re planning to print a design, make sure you’re using a CMYK version of the file. This helps ensure colours look accurate on paper. At White Canvas, we send CMYK JPEGs to ensure they’re print-ready.

PNG (.png)

Best for: Digital use where you need a transparent background

PNGs are similar to JPEGs but include a transparent background, so there won’t be a white box around your logo or graphic when you place it over an image, texture, or colour. This makes PNGs ideal for digital use, especially when layering visuals or designing with custom backgrounds. However, because PNGs are always saved in RGB colour mode, they’re not suitable for professional printing.

AI (.ai)

Best for: High-resolution printing and design work

This is your original vector file, created in Adobe Illustrator. Unlike regular image files like JPEGs or PNGs, which are made up of tiny squares called pixels, vector files are built from lines and shapes called paths. These paths are based on formulas that tell the computer how to draw the image. It’s kind of like connect-the-dots, but with exact curves and angles. Because of this, vector files can be scaled to any size—from business card to billboard—without losing quality. When you stretch a JPEG or PNG beyond its original size, those pixels get enlarged too, which is what causes the image to look blurry. Vectors, on the other hand, stay crisp and clear no matter how big you make them. You might not be able to open AI files on your own device, but they’re important to keep on hand because printers, designers, and sign shops often request this format for professional print work.

SVG (.svg)

Best for: Websites and digital platforms that need responsive graphics

SVG files are web-friendly vector files. Like AI files, SVG files can scale beautifully and won’t become pixelated. As a team that specializes in custom website design in Vancouver, we use SVGs regularly to ensure logos and illustrations look sharp across every screen size and device. They’re also lightweight, so they help your site load quickly.

PDF (.pdf)

Best for: Sharing and printing high-quality designs you can open yourself

PDFs are also vector-based, like AI and SVG files, but can be opened without any special software. Use PDFs when you need a clean, high-quality version of a design for printing, viewing, or sharing with others. One important thing to note when working with PDFs: while they are vector based, assets in them may not be. If your PDF contains any pixel-based images, those elements may look blurry when the file is enlarged.

Ensuring Your Brand Always Looks Its Best

We send different file types so your brand and design assets can show up clearly and professionally across all platforms, whether you’re posting on Instagram, adding your logo to a Word doc, or printing a brochure.
Still have questions about how to use your files? We’re always happy to help, just send us a message!