Vector

An image drawn from maths rather than dots, so it scales without loss. The right form for a mark that must live at every size.

A vector image stores instructions, not results: draw a curve from here to here, fill it so. Because the drawing happens fresh at every size, nothing is lost at any scale, the same file is the favicon and the billboard. It is geometry that waits to be rendered.

The right form for marks, type and diagrams, anything built from deliberate shapes, which is why our logos travel as SVG. Its honesty is also a constraint: vectors describe what was drawn, so they cannot hold a photograph's accidents. When a client's mark arrives as a flattened picture, redrawing it as vectors is the first unglamorous act of care.