What Your Designer Should Actually Deliver: The Complete Logo File Handoff Guide

The logo approval is done. The designer says the files are ready. You download a ZIP folder and find: two PNGs and a JPEG.

This happens often. It happens because clients don't know what to ask for, designers deliver what they typically deliver (which is often not enough), and no one has a shared understanding of what "done" means for a logo project.

This guide defines what "done" means. Use it before you sign a brief to specify what you expect. Use it on receipt of files to verify you got everything. Share it with your designer at the start of the project.

The Minimum Acceptable Deliverable

A completed logo project must include, at minimum:

Vector Files (for every version)

• SVG — web and digital use, developer handoff
• EPS — print industry standard, required by most print vendors, embroiderers, and sign makers
• AI — editable Adobe Illustrator master file (with fonts outlined)
• PDF — print-ready, universally readable

"Every version" means: primary lockup, reversed (white/light) version for dark backgrounds, and any additional approved variants (horizontal arrangement, stacked arrangement, icon-only).

If you only receive SVG and no EPS, the file set is incomplete. If you only receive AI and no SVG, the file set is incomplete. You need all four formats for each version.

Raster Files

• PNG at 300 DPI — for print applications where vector isn't accepted (some software, some templates)
• PNG at 72 DPI, multiple sizes — web-optimised exports at common sizes (typically 100px, 200px, 400px, 800px wide)

Both sets for both versions (primary/light and reversed/dark).

What "Fonts Outlined" Means

Every production file must have text converted to paths. Open the AI file in Illustrator: if you can click on any wordmark text and edit the characters, the fonts are NOT outlined. Type → Create Outlines must have been applied before delivery.

A file with live text depends on the recipient having the same font installed. Outlined paths do not.

Colour Documentation

Every brand colour must be documented in four formats, delivered as a written specification (either a PDF colour guide or within the guidelines document):

Without this documentation, every printer, embroiderer, and vendor will interpret your colours independently — and they will not match each other or your screen.

For AI-generated logos specifically, the original hex values sampled from a screen PNG are starting points, not final specifications. Professional colour conversion is required before these values are production-accurate. See RGB to CMYK conversion and Pantone matching.

Logo Usage Guidelines (Minimum)

Even a single-page guidelines PDF is better than nothing. It must include:

Clear space rule. The minimum whitespace around the logo in any application. Expressed as a proportion — typically "equal to the height of the capital letter in the wordmark on each side" or a specific pixel/mm measurement.

Minimum size. The smallest size at which the primary logo can appear and remain legible. In both millimetres (print) and pixels (digital).

Approved versions. Which versions exist and when to use each (primary on light, reversed on dark, icon-only for small sizes).

Incorrect usage examples. The most valuable section of any guidelines: explicit examples of what not to do — don't stretch, don't change colours, don't add effects, don't place on a background that creates insufficient contrast.

For what complete brand guidelines include beyond the logo-specific basics, see brand guidelines explained.

The Complete Handoff Checklist

Use this to verify a delivery:

Vector files:

• SVG — primary version
• SVG — reversed/white version
• SVG — icon only (if applicable)
• EPS — primary version, CMYK
• EPS — reversed/white version, CMYK
• AI — primary version, fonts outlined
• AI — reversed/white version, fonts outlined
• PDF — primary version, print-ready

Raster files:

• PNG 300 DPI — primary, transparent background
• PNG 300 DPI — reversed, transparent background
• PNG web set — primary at multiple sizes (72 DPI)
• PNG web set — reversed at multiple sizes (72 DPI)
• Favicon: .ico (16/32/48px) or 32×32 PNG
• Apple touch icon: 180×180 PNG

Colour documentation:

• Hex values for all brand colours
• RGB values for all brand colours
• CMYK values for all brand colours
• Pantone numbers for all brand colours

Typography documentation:

• Primary typeface name and source (Google Fonts, Adobe Fonts, commercial foundry)
• Approved weights
• System fallback font specified

Guidelines:

• Clear space specification
• Minimum size specification
• Correct and incorrect usage examples
• Approved version list

What to Do If Your Delivery Is Incomplete

If the delivery is missing files, raise it with the designer immediately before accepting the project as complete. Specific requests:

• "Please provide EPS files in CMYK for each logo version."
• "Please outline all fonts in the AI files and re-export."
• "Please provide the colour documentation with CMYK and Pantone values."

Most designers will provide what's missing when asked specifically. The problem is usually omission rather than deliberate shortchanging.

If the designer is unavailable or unable to provide the missing files, the existing files can often be used as a starting point for professional conversion. Our SVG conversion service converts existing files to the complete set, and our AI logo vectorization service rebuilds incomplete logo files to production standard.