High-res? Is this 12KB file ok?

Resolution depends on scale & detail​

Uh no, that 12KB file needs to go in the bin. Like in the image above the Lit® logo is pixelated badly. This is likely because it was not the right type of format but another way this can happen is if the logo file was too small and needed to be enlarged enlarged too much.
It’s is an all too common problem in the world of branding. The best quality results come from using artwork that matches the resolution of where it will appear.
Without doing a deep-dive and getting super technical (believe us it gets a lot nerdier than this), let’s take a short ride and discuss the basics of image resolution and why it matters…
Print Resolution is measured in dpi (dots per inch on the print)

Logos and Linework (Vector) = 2400dpi
Photos and Images (Raster) =300dpi

When flipping through a magazine you should be enjoying reading, not thinking about how four ink colours somehow turn into full beautiful colour print. At arms length, text should be sharp and photos detailed. 

Yet if you get a little silly and bring that page closer, a new world will open up as you notice the pattern work of dots that make up the imagery.  the 

halftone seperation
Digital Resolution is measured in ppi (pixels per inch on the screen)

Logos and Linework (Vector) = 2400dpi
Photos and Images (Raster) =72dpi 

Using a modern phone or 4K TV you won’t see the pixels let alone think about them. Go any closer than normal distance however and you’ll see the “flyscreen” of gaps between each pixel.

This is because the resolution is designed for viewing at a certain distance suitable to the device, so your phone needs more pixels packed in per inch than your 4K TV to ensure the image is sharp and crystal clear.on display

File formats matter

Vector is sharp at any size.

Saving Logos and Illustrations as Vector drawings (.EPS and .AI) ensure the artwork is as sharp as possible – at any scale –  above or below its original size. 

This is thanks to these files being math based lines and shapes, rather than one pixel at a time, which will go fuzzy (pixelate) when enlarged. 

Vector .SVG of Illustration
Low-res JPG of Lost in Desert Illustration
Low-res (Pixelated) .JPG of Illustration
Raster is a different beast.
Now when it comes to photos, illustrations (and even some logos that are non-vector) you’ll need to save these in pixel based format. Pixel based images (also called Bitmap or Raster images) are literally an image made up of coloured squares.
You may not know the terms “raster based” or “pixel base” but you will recognise the most common file formats. You use these every time you take a photo (.JPG) or a screenshot (.PNG).
For these images it is recommended they are saved at 100%scale for their desired output or display. When enlarged the computer is clever enough to “guess” the extra pixels” but if it has to enlarge too much your image will go noticeably blurry (pixelate).

Best Use Guide

Business cards for APSG
Print optimised sETTINGS
Artwork you want pin sharp (Logos, Text and Illustrations) 
  • 2400dpi @ 100% scale
  • Colour mode CMYK or Grayscale
  • .EPS or .AI
Photos and general imagery
  • 300dpi @ 100% scale
  • Colour mode CMYK or Grayscale
  • .TIF or .JPG
Website design for APSG
Digital optimised settings
Artwork you want pin sharp and/or scalable (Logos, Text and Illustrations) 
  • 144dpi @ 100% scale
  • Colour mode CMYK or Grayscale
  • .SVG or .PNG (24-bit transparency required)
Photos and general imagery
  • 72dpi @ 100% scale
  • Colour mode RGB or Grayscale
  • .JPG or .PNG (24-bit if transparency required)