This is the single most common reason a logo prints soft on a sign while it looks fine on a website.
Raster: a grid of pixels
JPG, PNG, GIF, TIF and PSD files are raster. They store a fixed grid of colored dots. Shrink one and it looks fine; enlarge it and the dots get bigger until edges go blurry or blocky. Photos are always raster, and that is fine as long as the pixel count is high enough for the print size (300 dpi for small pieces, 100 dpi for large format).
Vector: shapes described by math
AI, EPS, SVG and most PDFs exported from a design app are vector. They store points and curves, not pixels, so a vector logo is equally sharp on a business card and a 4 x 8 banner. Vector is also what a cutter follows, so die-cut stickers and cut vinyl lettering want a vector outline of the shape.
How to tell what you have
- Open the file and zoom way in. Edges stay crisp: vector. Edges go soft or stair-stepped: raster.
- A PDF can be either. A PDF that was made by placing a JPG inside it is still raster.
- A file ending in .ai, .eps or .svg is almost always vector. A logo that came from a website is almost always a small raster.
If all you have is a small image
Ask whoever designed the logo for the original vector file; most designers keep them. Failing that, a logo can be redrawn as vector, which is a normal design task and one our designers do from a brief through the "Design it for me" option on any product. Enlarging a small JPG in software does not add detail, so that is not a fix.
Sending the file
Export a PDF with fonts embedded or type outlined, keep the logo as a vector object inside it, and place photos at the resolution they will print at. The print-ready file checklist covers bleed and color.
Ready to print? Browse the catalog, sign in for a live quote by size and quantity, and upload your file when you add the item to the cart. Not sure the file is right? The file check runs before checkout, and our designers can fix it or build it from your notes.