Understanding File Types
Maybe you’ve had this happen before. You hire a graphic designer and they ask for a vectorized file of your logo. You don’t know what that means, so you send all the files you have and hope for the best. An email lands in your inbox saying you still don’t have it right.
The frustration.
How would you know? You’re not a graphic designer, printer, or web developer.
That’s why we wrote this article — to untangle the wieldy ball of file types and their definitions.
By understanding just a few terms, you’ll be able to work with web designers, marketers, graphic designers, and the like in the industry seamlessly.
Definitions to know:
Resolution
Raster
Pixel
Vector
What does resolution mean?
Resolution is essentially the number of pixels (or dots or squares) in a given inch to create an image. The more pixels in an inch, the higher the resolution. These are literally created with little dots or squares that make up the whole of the image. A raster image, which we’ll get to, is considered the compilation of these tiny pixels or dots. Oftentimes the terms “pixel-based” or “raster-based” are used interchangeably. For the sake of clarity, we’ll use the term “pixel-based”.
A caveat to consider is that print requires higher resolution than screens. In fact, on a computer screen, if the resolution is too high, it will also look blurry because of how it is digitally rendered.
The standard resolution for print is 300 ppi (pixels per inch) or 300 dpi (dots per inch).
The standard resolution for screens is 72 ppi/dpi.
* We are using pixels and dots interchangeably, as well.
Pixel and vector are types of images.
What’s the difference between a pixel-based image and a vector-based image?
We must understand the difference between pixel-based (or as mentioned before, some would say raster-based) and vector-based files.
As mentioned before, pixel images are measured by their resolution – the number of pixels or dots. Let’s say a pixel-based image is 12 x 12 inches and is exported as a .jpg at that size with 300 pixels per inch (ppi). If that image is blown up to 36 x 36 inches for a sign, the image will appear blurry, pixelated, and low quality, as those pixels or dots become larger and stretched.
Vector images, on the other hand, are what some call “resolution independent.” These images can be blown up infinitely without becoming distorted in any way. They are crisp, clean, professional, and high quality. Vectors are points, lines, and curves that are based on mathematical equations created via computer software.
Any photo that is taken is pixel-based. If you scan a watercolor into your computer it is pixel-based. A design created with dots, curves, and lines (even complex ones!) on vector-based software like Adobe Illustrator, or its free and lesser-known little brother, GIMP, is vector-based.
It’s my belief that all logos, except for very rare occasions, should be vector based.
I need to get a banner with my logo printed. Which file type would my graphic designer or printer prefer?
While I obviously can’t speak for everyone, I’m going to say a vector-based image is what your graphic or web designer or printer would always like to have. Occasionally, a high-resolution .png file with a transparent background might do the trick. (I’ll explain more about this in a moment.) But all of this to say, if a designer or printer has to recreate your logo, it will often add extra time and cost to the project, and usually nobody wants that!
How do I know if the file I’m sending is vector-based?
Vector-based files will always end in .ai, .eps, .svg
Pixel-based files will always end in .jpg, .png, .gif, or .tiff.
What about .pdfs you might be asking? It depends on how they were saved and what file types are included. In my opinion, there are so many variables when it comes down to how .pdfs are exported that I find it unreliable to label.
I just had my logo designed and I didn’t receive a vector-based file. Can you help?!
The primary reason you might not have received a vector logo is that you do own the rights to your logo. If you designed your logo yourself in Canva, for example, you don’t technically own your logo. If you had a logo professionally designed your contract might read that you don’t own the rights to the original logo. Perhaps you agreed to a lower price or maybe your designer doesn’t give vector logos because they want you to come back for all following design needs.
Personally, I believe all of my clients should receive the original vector logo because it can get sticky otherwise.
[Advanced track!] A few other considerations:
Color Profiles
You may have heard the terms CMYK, RGB, HEX, and Pantone. These terms alone warrant their own blog post. What you need to know is that programs that can edit (i.e. Adobe Illustrator or Adobe Photoshop) can export files in any color profile you need. RGB and HEX color profiles are for screens and CMYK and Pantone are for print. Typically, .jpgs have a CMYK color profile and .pngs have an RGB color profile. Though, as you’re beginning to notice, there are caveats for both.
Transparent vs. White Backgrounds
As I mentioned before, sometimes a high-resolution, transparent background .png file of your logo will do. If you rarely print anything and all of your company’s output is digital, you may not need to have a vector logo. But, I do submit that you do at least need this type of .png file of your logo, otherwise, you might find yourself with an unprofessional social media like this, which only uses .jogs with white backgrounds.
Low-res .jpg is on the left; high-res transparent background .png on the right.
Intellectual property
If you own your logo, either you designed it or purchased the rights, you might be concerned that sending an original vector file to a contractor (like a graphic designer or printer), might increase the risk that it will be used without your permission or stolen in some capacity. If this is a concern for you, consider having your designer sign an NDA (Non-Disclosure Agreement), or be sure to trademark or copyright your brand.
On creating a vector image
You might not believe this, but I have known others to try to send a vector image to me by editing the file name of a .png or .jog with a .eps or .ai ending instead. This does not work! I’ve also seen others bring a pixel-based image into a vector-based computer program and save it as a vector-based file. This also does not work! A vector-based image must be created with vector dots, lines, and curves.
In summary: why is all of this important?
You want others to see your business as you see your business — trustworthy and put-together. Clean, crisp logo lines communicate this.
If for some reason your designer has to rebuild your logo your project may incur extra costs.
As a business owner, the two files you should have easy access to are: a vector-based file and a transparent background, high-resolution .png.
Like most things in life there are nuances to consider, but I hope some of the ambiguity around file types is now more clear. Having the right file types will help you have the best outcome on your screen or your printed goods, and ultimately, will help make your brand look professional, reliable, and stand out in a crowded market. Knowing the correct terms will cut down on any frustration and help you easily communicate with designers of all kinds.
If you have specific file-type questions or need more clarification on what I shared above, please reach out. I’m happy to help :)