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A vector file uses mathematical equations to establish a grid containing lines, curves, colors, and fixed points. This mathematical data eliminates the need for pixel data and allows vector files to be resized infinitely without losing any quality.

Vector files tend to be much smaller in terms of file size, and work better for logos and digital illustrations.

Raster files (also known as bitmap files) contain pixel data, and the amount of data within an image can vary. Pixels are tiny color squares that unite to create a detailed image. Therefore, having more pixels per inch increases the pixel density and detail of an image, which can affect print quality. With rasterized images, zooming in will lead to being able to see individual pixels.

Photographs are almost always raster files and contain too much detail (sometimes millions of pixels) to be converted effectively into a vector file. While some programs can convert raster images into vector files, there is usually a noticeable amount of detail lost in the transition. We recommend using upscaling/upsampling methods instead.

CMYK refers to Cyan, Magenta, Yellow, and Key (Black) and is the color space for printed materials. Printers combine CMYK colors with ink to create the final color with a subtractive process. Printers can incorporate a 6, 8, or even higher number process, and introduce additional colors such as orange or green to ensure a closer color match.

RGB refers to Red, Green, and Blue and is the color space for digital images displayed on a monitor or screen. Unlike CMYK, the process of combining these colors is an additive process.

Because of the light source provided by a screen, there is a much wider digital color range when compared to printed colors. This typically explains why your printed image looks different than one displayed onscreen.

The Pantone Matching System (PMS) is a color matching system where mixing colors is based on a specific formula. This includes over 1,000 colors and ensures consistent colors when dealing with more than one printing company.

The PPI, or pixels per inch refers to the resolution of an image, not to be confused with dimensions. Dimensions pertain to the height and width of the image; PPI refers to the density of detail. Higher PPI means higher pixel density, and therefore a sharper, more detailed image. Essentially, this provides the printer with more information, and allows for printing a high-quality, more detailed image.

A wordmark logo is typically a custom typeface that features the name of the company it represents. Examples include Google, FedEx, Samsung, etc.

A graphic logo, also known as a brandmark or iconmark, uses a symbol to represent the brand. Examples include Starbucks, Nike, Apple, etc. Typically, a graphic logo is also used as the favicon in digital design (also known as a shortcut icon). Usually these are found on a website tab, in the URL bar, in a dropdown menu, etc.

Combination logos combine a wordmark with a graphic logo, and gives a brand flexibility when being displayed. Often the wordmark will be featured under or next to the icon.

Your brand represents and helps customers identify your good or service and differentiates you from your competitors. Customers can relate to a brand based on the physical features of the products they offer. They can also associate an emotional connection with the brand based on how the product makes them feel, the values the company represents, and other factors.

The concept of branding involves tying your products and services to your brand, shaping consumers perception of what your brand represents to them. It helps customers quickly identify and experience their brand and choose them over a competitor.

The overarching goal is to attract customers and retain them through brand loyalty by delivering products and services that are always aligned with the brands core values.

A white label agency provides products and services for another company under the brand name of the hiring company. The hiring company can in turn provide those products and services as their own to a client. Essentially, this allows a company to be a sort of middleman without appearing as such. It can be a cost-effective way to scale and expand the reach of your brand, by providing goods and services outside your area of expertise. It also allows the hiring company to maintain client ownership, as the white-label agency typically has no communication with the end consumer.