My printer asked for a vector logo; what does vector mean?

Vector-based art is art calculated and drawn mathematically in your computer and printer. This means art can be reduced or enlarged without any loss in definition or resolution. Type and lines remain crisp at any scale, not bitmapped. Usually the file type is smaller than bitmapped art. Drawing programs used to create vector art include Adobe Illustrator (ai) and CorelDraw (cdr).

What is raster or bitmapped art?

Raster or bitmap art is composed of individual elements called pixels, similar to a real photo. One may use a paint or photo program to compose a bitmapped image, or scan art in from a printed original. The resolution of the art determines the size of the file and the quality of the reproduction. Bitmapped art cannot be reduced or enlarged without losing detail, definition and resolution. Ideally a resolution of 300 dpi for is used for print reproduction. Files of this type are generally larger than vector images, and can contain a great amount of data per pixel. Adobe Photoshop is a paint program used to create raster/bitmap images.

What does dpi mean?

Dpi is the abbreviation of “dots per inch”, and is a measure of resolution in a printer, scanner or monitor. The higher the number, the better the print quality. A minimum of 300 dpi is usually recommended for best quality printed results. Newer printers usually have about 600 dpi, and monitors have 72 ppi (pixels per inch). The dpi of the original art cannot be increased or decreased without some loss of quality and data.

What is CMYK?

CMYK stands for the ink colors Cyan, Magenta, Yellow and Black, used in process color printing. CMYK is the standard color model used in offset printing full-color documents. When using the inks of these four basic colors, certain percentages of these colors can be added and subtracted to yield a variety of new colors. Combining 100% of all four colors together will yield black, while subtracting all the colors will yield white, or the color of the paper stock.

What is a spot color?

A spot color is a special premixed ink that is used in printing in addition to CMYK process inks, and requires its own plate on a printing press. Spot colors are used when only a few colors are necessary in a design and can accurately reproduce colors that are outside the gamut of process colors. They are not determined by altered color values or by color management, and follow a spot color matching system such as Pantone. Each spot color used will generate an additional spot color printing plate for a printing press, increasing printing costs. If you think your design may require more than four colors, consider printing the document using process colors (CMYK).

What is a PMS or Pantone® color?

Pantone®, Pantone Matching System and PMS are Pantone Inc’s standard trademarks for color standards, color data, color reproduction and color reproduction materials, and other color related products and services, meeting its specifications, control and quality requirements. Using Pantone colors will produce consistent color from more than one printer/supplier. Colors are normally referred to by a corresponding number on the Pantone palette.

What is RGB?

RGB stands for Red, Green, Blue – the colors of light emitted as on a video monitor, rather than by absorbed, as with ink on paper. On a computer monitor all colors are made using the RGB system. Color matching becomes most difficult when properly converting RGB colors into CMYK colors, so that what gets printed looks the same as what appears on the monitor.

Why does it cost more to print process colors than spot colors?

Process or CMYK printing requires the use of 4 plates on the press. If your design uses only a few spot colors, then less ink and plates/setups will be needed on the printing press, and therefore costs will be slightly lower. One plate is used per ink color on the press. If you think your product may use several colors, you may want to consider process or full-color printing. Additionally, if your product requires foil stamping, or a varnish, extra production costs are also incurred.

What is a proof?

Proofing is a method of checking for errors prior to printing an order. The customer may check the final copy of the design before it gets sent to the printer and make changes if necessary. A press proof is often used by the printing press operator to ensure the the colors are registered (aligned properly), and the components of the design match a dummy provided by the artist, before printing the final product in the production of the order.

What is a dummy?

A dummy models the finished piece, can be marked with color breaks and folds, and can be made with the paper selected for the job.

What is offset printing?

Offset printing is a common printing process, where ink is transferred to paper stock by a blanket carrying the impression from the printing plate, rather than directly from the plate itself.

What is a bleed?

A bleed means the image extends beyond one or more sides of the page. A bleed ensures that after a page has been printed and trimmed, the image will still continue to the edge.
A full bleed requires the printer to use a sheet of paper larger than the desired end result. For instance, an 8.5″ x 11” full bleed page would be printed on 9” x 12” paper (or larger) before it is trimmed. Many office laser and inkjet printers cannot print a bleed.

Simply telling your customers you stand behind your products and services may not always be enough. When your marketing materials scream “amateur” it becomes difficult to convince prospects that you’re different from their serious about offering a quality service for them.

The cardinal rule to looking professional is to coordinate your promotional materials–from your business cards to your website and everything in between. If your marketing materials don’t match, potential customers may believe they’re looking at different companies. Here are four easy ways to tie your marketing materials together:

1. Create a clean and uncomplicated logo.
Your logo should be easy to remember, be resized without losing detail, and work in one color (such as in a fax or on a pen). The logo should be unique and meaningful and appear on all your marketing materials.

2. Make one color yours.
Choose a color–preferably one from your logo–and use it throughout your marketing materials. Color plays a huge role in memory recall.

3. Work with only one or two fonts.
Fonts, like colors and graphics, project different images.

4. Stay the course.
Just about the time you’re getting sick of your brand standards, your brand starts resonating with your customers. Don’t be tempted to introduce a new color or unusual font selection. Remind yourself that while consistency isn’t always fun, it’s the proven path to branding success.

Nowadays, your company’s actual size may not matter, but its perceived size does. And looking big will pay off big-time.

Good professional branding has to be dynamic, authentic and innovative.

We invest a lot of time, effort and money into learning or upgrading our skills for the job or setting up our own businesses – why not invest some time and effort into ourselves? – making the most of what our natural image is.

• Brand all letterhead, newsletters, email messages for a professional image – be unique in your efforts
• Personal branding – establish a strong visual image – be aware of grooming and professional dress sense in your industry, walk tall, wear a nametag
  
• Self image – be conscious of your habits (are there things you need to work on?), develop self-confidence and charm – smile!

Learn how to develop your professional image and present yourself in a way that is unique to your person.

Marketing can do great things for your business.

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Observe the marketing methods that are successful for your competitors, improve on them to suit your business, and incorporate these methods into your own marketing program.

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Advertise where nobody else in your industry advertises. That can eliminate the competition for your ad to get attention of customers.

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Do you put your company logo everywhere you could? There are many places that you can put your logo for FREE and that would be FREE advertising for your business. Put your logo on your car. Put your logo on all company stationery, including envelopes used for mail. Put your logo everywhere that you could!

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You may run your business from your dining room table, be a company of 1 or only work your business part time. Whatever the scenario, your brand identity is still important. When a client looks at your business card or your website, they should never be able to tell or even get the perception that you work from home. What should stand out for them is how professional, trustworthy and stable you look as a company.
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In business, perception is everything. There is no guarantee, a potential customer will meet you before looking at your business card or your website, so it is important to make sure your brand identity is strong enough to stand on its own, without you.
Be Remembered!! Stand Out!!