DAM Simple Imaging
While the Internet has made personal and business communications faster, it's also made life more complicated for publishers, catalogers, magazines, ad agencies, and corporate graphics departments.
With everyone from Web designers to CEOs to printers requiring images in different formats for different purposes, corporate publishers are finding it hard to enforce company and brand identities.
Logos and other brand images featured on letterheads and envelopes should match those used on signage, magazine ads, the Web, HTML e-mails, presentations, billboards, other printed materials, and television.
Usually, this requires organizations to manage dozens of digital graphic files for each corporate logo or brand image. Every logo, product photo, box shot, etc., has to be duplicated and stored in multiple resolutions, to meet varying cross-media display requirements.
For example, a master magazine-quality image might be stored as a high-resolution EPS or TIFF file, at 150 to 300 dpi or greater. Derivative images for the CD-ROMs and the Web at 75 to 150 dpi, letterheads or brochures at 300 dpi and up, and newspaper ads at 85 dpi must also be on hand.
The problem gets worse for organizations such as retailers. They have to meet logo requirements for thousands of suppliers' brands featured in magazine ads, catalogs, e-commerce sites, e-mail newsletters, newspaper flyers, in-store hand-outs, and so on.
Making sure published works use the right image resolution is only part of the problem. Color correction and other conversion parameters must be enforced across all versions of an image.
Plus, image files must be easy to access, update, and save countless image versions, without having to worry about version control. It's enough to make any brand manager reach for the aspirin.
"The most significant thing with brand management is consistency," says Peter Burmeister, CEO of Metropolitan Leadership Strategies, in Jersey City, N.J. "Publishers, advertisers, corporations ... they all have valuable digital assets that are part and parcel to their business. An image originally used in print can, technically, be used equally well on TV, the Web, or DVD. But, unfortunately, many corporate publishers are forced to reinvent the graphics wheel every time they move a brand to a new medium."