An embroidery file is not the same as a regular logo file that you print. It is a series of methodically placed stitches. The process of converting your logo to a .DST file (embroidery format) is the difference between a beautiful result and an average result. 

Embroidery files must be told where to stitch, how to stitch, in which direction, in which order and in which color. 
We tell it when and where to start and when and where to stop and how close together to place the stitches. 
The designers here at Saucy Piaffe have many elements to consider when creating your design as a stitch file.