Rough Top

So I've been working on creating a 3D printed Coaster design for my Gaming community. However, I've successfully designed it and printed several copies, every single time regardless of how I format the settings in Ultimaker I get this ... not-smooth? top finish on the face of the coaster. I attached the Ultimaker copy of what I've been working with as well as a photo of what I'm trying to explain. My Main goal is to clean up those lines so the whole top surface is crisp and smooth.The logo is supposed to look broken in parts but still would like a smooth top.Any help is welcome.