Angry and vocal customers are never a good thing. Right? With social media it can be an opportunity to flex your customer service muscles.
Entries in social media (9)
When it comes to social media, we are being pulled in divergent directions - an effort to reclaim some semblance of privacy and friends you would actually recognize if you we're sitting next to them on the bus vs. the social-media marketed need to be connected to more and more people. From a personal standpoint, I have to say that I know more about people I barely know than I do about some of my oldest friends. Some pullback would not be a bad idea. To businesses - particularly small businesses that are not marketing companies - my message is different. Get in the game.
Great. You decided to get your company's logo professionally designed. So how do you know you've gotten what you are paying for, what should you expect?
- Your designer should provide a logo in several different formats that you can use in different types of applications. At minimum you must get a vector file (.eps). This file is not an image but a data file and can be scaled up to a billboard or down to an icon without losing any detail. It is the .eps file that you will need for any high-quality printing, for clothing, for printing premium items like mugs or clothing. Printers may tell you that they can take your .jpg (j-peg) file, which is really a static image of your logo, but they will then charge you a design or set up fee to basically turn your .jpg into their interpretation of your logo as a .eps file. Since they don't know your fonts or color palette, this may be inconsistent with your approved logo. You can get a feeling for the difference between a jpg and eps file by putting any jpg image into a word processing document. Now select the image and drag it until it fills the page. You will see it lose quality.
- There are many areas where you can get away with a .jpg (such as online uses including digital stationary, email, and websites). If you want to have color backgrounds, you'll need a transparent logo in a .png format. This should be SOP for any designer.
- Color palette. At minimum, you ought to know what colors are actually used in your logo and what typeface and styles are in use. A more detailed "branding book" or "identity guide" may be an option with your designer and may be worth having. But there are many times that know what your actual colors are and what ink settings are required to reproduce them can be very important.