Raster images
A raster image is made of a grid of tiny coloured squares called pixels. Photographs are raster images. Because there’s a fixed number of pixels, enlarging a raster image beyond its original size makes it soft or blocky.
Common raster formats are JPG (photographs), PNG (graphics that need transparent backgrounds), WebP (efficient images for websites), GIF and TIFF.
Vector images
A vector image is described by mathematics: points, lines and curves. Instead of storing pixels, the file stores instructions for drawing the shapes, so it can be scaled to any size, from a business card to the side of a building, and stay perfectly sharp.
Common vector formats are SVG (for websites), EPS, AI (Adobe Illustrator) and vector PDF.
Which should you use?
- Logos and icons: always keep a vector master. Use SVG on websites and vector PDF or EPS for print and signage.
- Photographs: raster. Use JPG or WebP online, and high-resolution JPG or TIFF for print.
- Graphics with transparency on a website: SVG if it’s artwork, PNG or WebP if it’s an image.
- Print: raster images should be at least 300 pixels per inch at the printed size.
Can a raster logo become a vector?
Not simply by saving it in a different format. Putting a JPG inside an EPS file doesn’t make it a vector; it’s still pixels. A low-resolution logo has to be redrawn as vector artwork, which a designer can do, carefully matching the original or refining it as they go.
Keep your master files safe
When we deliver a new identity we supply the logo in every format you’ll need, in vector and raster versions, for print and screen, light and dark backgrounds, with guidance on which to use where.
Need your logo redrawn or a complete set of brand files? Get in touch.