Wie wir Eure Daten benötigen (SPOILER: Als Vektorgrafik!!!)

How we need your data (SPOILER: As vector graphics!!!)


Do you know this? You send us your logo as a JPG or PNG and we ask for a vector file? What is a vector file and why can a JPG not always be used?

There are two different ways in which images can be displayed digitally, as pixel or vector graphics. You've probably been asked about vector graphics before, or you've been told that the image is too pixelated and you didn't know what to do with the terms. We'll shed some light on the subject.

What is a pixel graphic?

A so-called pixel or raster graphic consists of square color dots arranged in a grid, the so-called "pixels". Each pixel can have its own color and by lining them up they form an image. If you take a closer look at your television or monitor, you will see that it uses the different pixels to display the content.

The more pixels there are, the better the quality or resolution of the content. The resolution is given in dpi (dots per inch). A pixel graphic should have at least 72 dpi at 100% size for digital applications and at least 300 dpi for professional printing. There are therefore either 72 dots per inch (dots/pixels per inch) or 300 in the image. To fill the same area, the 300 pixels are smaller than the 72 pixels. 300 pixels can therefore display more color gradations and thus show the image in greater detail. If a pixel graphic is enlarged, the individual pixels are also enlarged, as no pixels are added, but the existing pixels are stretched. As a result, the image appears coarser, more angular or "pixelated" with increasing magnification.

Typical file formats for pixel graphics are JPG, PNG or GIF.

Advantages of pixel graphics
  • normal images from a camera or cell phone are always pixel graphics

  • file formats can be used in many programs

  • the quality depends on the pixel density (resolution)

  • can be displayed in numerous color gradations

  • each individual pixel can be edited separately

  • even detailed graphics can be displayed with very good quality and sharpness

Disadvantages of pixel graphics
  • cannot be scaled without loss of quality

  • the higher the quality of the image, the larger the file and therefore requires more storage space

  • converting a pixel graphic into a vector graphic usually produces poor results

  • PDF or GIF files have a white background and therefore cannot really be used on colored backgrounds.

What is a vector graphic?

A vector graphic contains mathematical information from geometric figures such as lines, circles or curves. Instead of pixels, so-called paths are saved, which contain information such as size and color. For example, a line is described as a "line from X to Y" with its associated properties (starting point, direction, length, etc.). Based on these properties, the displayed image is defined mathematically and not by pixels.

The difference to a pixel graphic is particularly apparent when the image is enlarged. The vector graphic with its paths can be enlarged (scaled) as required without any loss of quality and without losing any sharpness. The saved paths and properties are converted to the new size and the image is therefore redrawn each time. As the image does not contain any more information, but only changed information, the file does not become any larger. Pretty handy, isn't it? That would never be possible with a pixel graphic.

Your company logo is often used in different sizes, e.g. for pens, business cards, flyers or vehicle lettering. You should therefore have it available as a vector graphic. Vector graphics are also ideal for icons.

Typical file formats for vector graphics are EPS or AI.

Advantages of vector graphics
  • The ideal format for logos and fonts

  • vector graphics can be scaled without loss of quality

  • Small file size and good compression options

  • Can be used by all professional service providers

  • are also suitable for graphics and figures

  • are usually transparent

Disadvantages of vector graphics
  • can only be created and edited with special graphics programs (e.g. Adobe Illustrator, Corel Draw, Affinity Designer, Sketch, Inkscape, etc.)

  • Editing is more complex than with pixel graphics

  • Effects such as shadows or reflections are more difficult to create


If possible, always send us your logos as vector files. Every common graphics program used to create logos can export the logos as vector files in the data formats *ai; *svg; *pdf or *eps. Transparent *png files can be a compromise, as they can only be enlarged to a limited extent. *jpg files are actually unsuitable, as they neither have a transparent background nor can they be enlarged, otherwise there will be an unattractive frayed border.

If you want photos on your boards, then of course the *jpg format will work, but please make sure that the resolution is as high as possible.


It does not work to simply save a pixel graphic as *PDF. The data must be created in a graphics program such as CorelDraw, Adobe Illustrator, Sketch, Inkskape, Affinity Designer or similar and saved there accordingly.

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