Blurry PDFs

I'm just submitting general commentary regarding pdf quality. Our company creates documents for both print and digital viewing. When we create pdfs we have a consistent issue with logos, icons and images displaying blurry or fuzzy. If we print the document, these items turn out sharp and with clean, straight lines. (I realize we do use high quality print version for printing, which probably are specific to printing.) But even if we create a pdf other than for print, the issue remains.

I noticed that one is able to change Adobe PDF reader settings to increase the resolution when viewing a pdf, which does help a little bit. However, most people do not know to change this setting when viewing a document. I don't understand why the pdf does not retain a high resolution, quality look when it is specifically saved for that purpose. Also, it seems that there are too many versions of the reader to know exactly which version is the best to save as to ensure your customer/client will receive the highest quality document. Most of the time, it is assumed that there is a problem with our document and not with the program which is used to display it. Unfortunate and frustrating.