Imagine; you are in an important meeting with possibly the biggest client you will ever encounter. Everything is going so well; the client thinks you have an amazing personality, the provided services sound promising, until… they went to your website with pixelated logos of your business everywhere on the screen. After 2 minutes of casually scrolling through your website, the client is ready to give out her/his answer, “No Deal!” You feel like the world is crumbling around you, your expectations sinking down a hole, your hands start to get clammy, and you can hear your inner voice screaming, “Why does my logo look like pixelated shite?”
That is somewhat of an over exaggerated scenario but nonetheless it is a situation we are all familiar with. Well, familiar to those who thought they could get away with letting a cheap designer craft possibly one of the most important elements of a business, their logo.
Then you start to google the shit out of the internet, trying to salvage the face of your brand. Google provided you with all sorts of solutions that either you can’t do because you are not familiar with the software, or all of those tricks make your logo look only slightly less shit.
The truth is, it’s very simple to avoid the same mistake in the future, if you ever consider to get your logo re-done, which you should. The trick is to ask your designer to design the logo in vector format instead of pixels.
Vector is the creation of a digital images through a different combinations of commands and mathematics. With vector, users are allowed to scale the images to any size without losing any details and still looking crisp and ‘high-definition’. Vector files are usually used for logos and digital illustrations.
The following are file formats that are universally used for vector:
.EPS, .SVG, .PDF
Bitmap is a combination of little dots of different colors that are put together to form an image. Take a photograph for an example. If you look closely with a magnifying glass over a picture, you can see the photo is actually formed from millions of colored dots. This causes images to be pixelated when the image is scaled bigger or smaller, where the little colored dots need to be adjusted, resulting in pixelation. Pixels can be found mostly on photograph images.
Pixel file formats are:
.JPEG, .PNG, .TIFF, .GIF, .BMP
If you want to approach a designer to get your logo re-done, we recommend you to request the logo to be in vector format. Pixel format can be useful in some ways, for example; printing. But anything that you do, you should always use vector.
Here’s a checklist on file formats that you should have in the future to avoid pixelation:
.PNG (300 ppi (pixels per inch))
.JPEG (300 ppi)
Hopefully with all this knowledge, you are well equipped to avoid shit quality for your next logo adventure!