There are four basic elements that form the foundation of your marketing. In part I of this series, I’m going to talk about your business logo.
I recommend you have a master copy of your logo. You’ll save time, and get better quality in all your printing. Your image will remain consistent. This logo needs to be in high resolution format. Minimum Dots Per Inch (DPI) is 300. You will use a 300 DPI image (your logo) for all commercial printing – business cards, letterhead, direct mail, etc.
You need three formats of your logo file. A jpg format will be used in all of your Windows applications (Publisher, Word, PowerPoint). A gif format is used on the web – generally a lower dpi of 96, and a file size of 35KB or lower. Finally, you need an eps format of your logo, for commercial printing and wearables (shirts, embroidery, etc.)
If you don’t have a 300 DPI resolution of your logo, and use a sub-par quality image for commercial printing, it will look muddy. Look at the example below. The left side shows 300 DPI, the right side shows 96 DPI. Big difference, huh? Don’t use a low resolution file on commercial printing…it will look awful.
Along with your logo, you should have the colors and fonts used in the logo. Put this all on a master CD, and also have it in a file on your computer.
25-8 Marketing does help clients with creating these type of master disks, and also in logo restoration. We can take your low resolution logo, and restore it to 300 DPI, and provide you the colors and font styles used in it’s creation. Contact me if you’d like more information.
NEXT: Part II…Your most important business asset…your customer list.
Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency that plans and implements marketing programs for small to medium-sized businesses. He is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.