File Types (Important)

Raster & Vector Files

The files provided with this guide generally fall into two types: raster and vector files. While both can be used for most applications, typically one is more suited, depending on the usage intent.

Raster

Raster files are comprised of a grid of pixels. These types of files always have a set resolution and size. Once you increase the size past its predetermined size, the quality decreases. You’ve probably seen this before: images begin to appear pixelated if they’re pushed too far.

Graphics, like our brand logo, can be exported in raster versions. Photographs and complex illustrations are always raster files.

Raster files are typically used for web graphics and digital executions. When used in print applications, you must ensure that the file exceeds the minimum DPI (dots per inch) of 150DPI (preferably 250-300DPI), or risk a low-quality print.

Typically, raster files end with .jpg, .png, .gif, and .psd. They are easy to open and apply.

Vector files

Vector files create their shapes by mathematical equations between anchor points. Since they are crafted by ratios and not a grid of colored squares, vector images can be infinitely scaled.

Graphics, like our brand logo, are typically created as vector files. Simple illustrations, icons, and many of our basic shapes and graphic elements are created as vector files.

The limitations of vector files lie in their strengths: because each relationship is an equation, complex items, gradients, photographs often make vector file sizes too large. Raster images are more efficient in those situations. Vector files are typically used for printing or producing the logo or other graphics in most forms. If you’re ever asked for a high-resolution logo file send a vector file.

Typically, vector files end with .ai, .eps and .svg. Without special programs, these files will be difficult to open and use.