What Every Branding Toolkit Needs: Vector Logo

Amanda LeFebvre, Manager of Creative Services
April 19, 2019

Having a standard set of branding tools helps to efficiently develop consistency across your brand. It also helps support a clear and consistent vision to guide your marketing initiatives. One of the most vital and visible items to have in your toolkit is a vector file of your logo. Your logo informs people of the name of your company and creates a visual symbol that represent your business. A high-quality logo ensures a professional look that is both polished and memorable.

To understand why a vector logo is important, you must first understand the two image file types and what makes them different: raster files (jpg, png, gif, tiff, etc.) and vector files (ai, eps, svg and pdf). A raster file is made up of thousands or millions of pixels to define image information, and the higher the pixel count, the higher the image quality. However, it doesn’t matter how high the pixel count is, if you zoom in or scale a raster file it will lose quality very quickly, appearing pixilated and blurry. A vector file is a graphic made from a series of mathematical curves or paths, meaning you can scale it to any size without affecting the quality. This is the critical reason to have your logo in vector format. It is important to note, saving a raster file as an eps, ai, svg, or pdf doesn't automatically convert the art to a vector file. Vector art must be created using illustration software, such as Adobe Illustrator, Inkscape or several others.

When producing marketing material, it is vital that a vector logo is used – there is nothing worse for your brand than a blurred logo on printed or online marketing material.

Don’t have a vector logo? You can enlist the help of a professional (freelance) graphic designer, agency or vector artwork service to recreate your logo as a vector file. It is important to discuss how you will use your logo with the professional – print, online, both, etc. so they can help you determine what types of files formats and colors you will need.

Want to learn more about what every branding toolkit needs? Click here to learn about creating a brand guide.

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