Don’t forget that jpgs and tif raster images will create a white background in every case. That means for a poster, where your logo needs to be 10 inches wide, the document size of your raster image also needs to be 10 inches wide as well as 300 ppi. But if they do, they will need it to be at least 300 ppi at the final print size, while large format printing (very large banners, vehicle wraps, etc.) can be 150 ppi/dpi at the final print size. That doesn’t mean they can’t use or might not ask for a jpg logo. That way they won’t be hampered by the print production problems that arise when enlarging your logo for the intended use. When your designer or vendor request a hi-res image, what they are hoping you send is a vector image. You won’t be able to that with a raster image! For example, you may have a logo that typically prints at three inches wide, but for a banner, you may need it to be 67 inches wide - that’s a 750% enlargement. Vector images are always preferable when your logo might have to be enlarged for a print project, especially a poster or banner where your logo might be enlarged 500% to 1,000%. They can be scaled to any size and retain clean, sharp images without becoming soft, fuzzy or develop jagged edges. Typically, they almost always have a transparent background. These files are used exclusively in print production. Vector images will predominately have an eps or ai file extension. When digitally reproduced, a mathematical calculation recreates the image as though it is being drawn anew and it will scale as a solid, smooth line, regardless of the size it is reproduced. And that’s a good way to think of vector – as a drawing. Whether you look at his drawing close-up or from a distance, it’s always one solid line. His hand draws a continuous flowing line. Now imagine watching Edgar Degas drawing one of his many ballerinas. When a raster image is enlarged and printed, the fuzzy, jagged edges and any artifacts from an overproduced jpg will print as well. The more they are enlarged, the edges become jagged.Īnd a jpg that has been copied or reproduced over and over again will start to develop artifacts or what appears as ghosting or a halo around the text and images. Images at first tend to look soft or fuzzy. Although the individual pixels will grow in size, so does the space between them. When enlarged, the number of pixels remains the same – 72. Almost all web raster images are designed at 72 ppi (pixels per inch). Raster images will have the file extensions jpg, png, tif, gif. As the image is enlarged, the space between the pixels becomes more apparent and the individual pixels are more visible. So when the image is smaller, the pixels look closer together and the image looks solid. The number of pixels in an image remains the same regardless of its size – like viewing the painting close-up (an enlarged raster image) or from far away (a raster image at its normal size). The size and number of dots does not change as your viewing distance changes, but your ability to see the dots does. But if you look very closely, you can see them. If you look at Seurat’s paintings from a distance, it’s difficult to make out the individual dots. A raster image consists of small square dots, called pixels, that make up the whole image. His painting style of pointillism is like a raster image. Imagine watching Georges Seurat as he paints A Sunday on La Grande Jatte, carefully dabbing the very tip of his brush on the canvas, creating hundreds of thousands of small dots that create a “solid” image. There are basically two types of images: raster and vector. Print and online usage require different types of files. Unfortunately, one size doesn’t fit all when providing your logo to vendors for multiple uses. You go to your resource file and select the one jpg you always use and send it out to all. No doubt you were asked for a hi-res copy of your logo. Perhaps you have partnered with another organization and your logo is to be printed in an event program. Or maybe you need to make a banner for your next event. You’ve hired a designer to create an invitation for an upcoming fundraiser. The Art of Maximizing Your Branding Opportunities
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