Vector vs Raster Images for Printing

Raster (bitmap) images are grids of pixels, such as JPG, PNG and TIFF files. Vector images are made from mathematical lines and curves, such as AI, EPS, SVG and PDF files. The difference decides whether artwork can be scaled to any print size without losing sharpness.

Comparison at a glance

	Vector	Raster
Made of	Points, lines, curves, fills	Pixels
Typical formats	AI, EPS, SVG, PDF (vector content)	JPG, PNG, TIFF, GIF, WebP
Scaling	Any size, always sharp	Loses quality when enlarged
Best for	Logos, text, diagrams, line art	Photos and complex textures

Why logos should be vector

A logo is used at many sizes - a favicon, a business card and a 3-metre banner. A vector logo stays sharp at every size because the printer renders the curves at the output resolution. A raster logo at 1000 px looks fine on a card but visibly soft on a large banner unless it has enough pixels.

When raster is the right choice

Photographs cannot be stored efficiently as vectors. Use a high-resolution raster file (JPG or TIFF) with enough pixels for the print size. A useful check: pixel width ÷ print width in inches gives the PPI, as shown by the print PPI calculator.

Frequently asked questions

Is a PDF always a vector file?

No. A PDF can contain vector text and shapes, raster photos, or both. Choose "PDF with vector content" when exporting logos, and check whether the PDF's images are embedded at high resolution for print.

Can I convert my JPG logo to vector?

Software can trace a bitmap into vector paths, but traced results often contain extra nodes and imperfect curves. If the original vector file exists (for example an AI or EPS from a designer), use that instead.

Resolution targets for raster artwork

When a raster image must be used, match the pixel dimensions to the product rather than guessing: 300 PPI for close-up prints such as photos, cards and brochures; 200 PPI for canvas; 150 PPI for posters and roll-up banners; 75–100 PPI for large backdrops and stage graphics. The print size calculator converts between pixels, DPI and physical size for any of these targets.

Mixed artwork: best of both worlds

Most real projects combine both types. A poster may use a vector logo, vector headline text and a raster photograph; a product label may have vector shapes with a photographic background. Keep the vectors as vectors and the photographs at the right resolution, then place both in one layout file. Flattening everything into a single JPEG early in the process throws away the advantage.

Exporting a logo package

SVG or AI/EPS: master vector files for designers and further editing.
PDF: vector PDF for print services and office documents.
PNG with transparency: web headers, presentations and overlays at 1x–3x sizes.
JPEG: only for situations where a solid background is acceptable.

A complete package prevents the classic problem of a client supplying a small JPEG logo for a large banner.