Vector vs Raster: What’s the Difference (and Why Should You Care?)

When we talk about logos or image files, you might hear the terms “vector” and “raster.” If you’re unsure what they mean, here’s a simple explanation to help you understand the difference and why it matters for your brand.

Raster Graphics (Pixel-Based)

Raster images are made from pixels – tiny squares of colour that form a picture. If you zoom in close enough, you’ll start to see the little blocks that make up the image.

Common raster file types: JPG, PNG, GIF, TIFF

Best for:

• Photos

• Website imagery

• Social media graphics

Main limitation: When you enlarge a raster image beyond its original size, it can become blurry or pixelated.

In summary: Raster = fixed size. Scale it too big and the quality drops.

Vector Graphics (Shape-Based)

Vector graphics are created from points, lines and curves. Think of them as digital shapes rather than pixels.

Because vectors are not tied to a specific resolution, they can be resized infinitely without losing quality. Whether you print the graphic business card small or billboard big, it will always look sharp.

Common vector file types: AI (Adobe Illustrator), EPS, SVG, PDF (sometimes, depending on how it’s created)

Best for:

• Logos

• Icons

• Illustrations

• Anything used across both digital and print formats

In summary: Vector = scalable. Always stays sharp.

Quick Comparison

Feature	Raster	Vector
What it’s made of	Pixels	Points and curves
Best use	Photos & web imagery	Logos & illustrations
Can you scale without losing quality?	No	Yes
Typical file types	JPG, PNG, GIF	AI, SVG, EPS

Why This Matters for Your Brand

Your logo should always be supplied in a vector format. This ensures it will look sharp across all uses – from your website header to printed signage and branded clothing.

Photography, however, will always be raster, as photos contain natural visual detail.

Having the correct file types helps your brand look professional and consistent everywhere it appears.

Need help managing or creating your brand assets?

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