Logo File Types

Vector vs Raster

Before getting into specific file types, let’s clarify the difference between vector and raster files.

Vector files are made up of paths (lines and curves) which use coordinates and other digital markers to store the file attributes (shape, proportion, color, etc). Vector artwork can be enlarged without losing quality because the coordinates and markers retain the attributes regardless of the size. So, your vector logo can be used on a business card or billboard and still look great.

Raster files are made up of pixels and display much more detail in terms of shading, coloring, etc. Photos are typically raster files. Unlike vector files, raster images cannot be enlarged without losing quality. A photo enlarged beyond its original size will become ‘pixelated’. When providing raster artwork to your designer, it’s important that the files are sized properly. Ask your designer to provide details on file sizing.

AI or EPS: (Vector art)

High resolution format that many suppliers and professionals may ask for. This type of file can be scaled to any size without losing it’s quality.

PDF: (Vector or Raster art)

A popular way of formatting files so they can be viewed and printed on multiple platforms without changing.

PNG: (Raster art)

This type of file can be imported into Microsoft Word or Powerpoint, while possessing no solid white background.

JPG: (Raster art)

A standard image compression. Some quality is lost when images are saved to this format.