If you do a fair amount of advertising and marketing, at some point a vendor, designer or publication will request your logo in “vector” format. When this happens, most business owners are stumped. What is a vector logo, and when and why does it become necessary for a logo to be vector?
A vector file is the opposite of a “raster” file. Vector files are made up of points and a series of mathematical curves; and raster files are made up of pixels (all photographs are raster images). Vector files can be easily edited and enlarged, raster files cannot. When raster files are enlarged, the pixels become huge, which causes the image to lose resolution. However, since vector files are built differently, they can be enlarged infinitely because of their resolution-independent, scalable format. So, it’s extremely important that your logo be in vector format if you envision ever using it on something large, like a poster, sign or banner.
Another benefit of vector files is that they can often be printed as spot colors, thus saving you money when producing something where the color count affects cost. Perfect examples where you can curb expenses by using spot colors are items like t-shirts, hats, forms, envelopes and promo products.
Vector images are usually saved as .EPS, .AI, and .PDF files. But saving a logo in that format does not guarantee it will be vector. If it was created as a raster file, it will remain so unless someone redraws it using design software that supports vector format. If the only file you have of your logo is a JPG file, then your logo is not a vector logo.
The logo you have been using for years might look fine when you print it small or publish it to your website, but can it be applied to other mediums as well? Does it have a transparent background? Does it look good when enlarged? Probably not.
So, why would you want to work with a designer who does not create logos in vector format? The answer is you don’t. If you need a new logo, or would like your current logo re-drawn in vector format, I would be happy to discuss the project with you.