CS4 Reduce Image Size w/out increased density

I worked on a poster graphic in a larger 8-1/2 x 11 size. Now I have to reduce the size for basic logo size item of about 3" or so. Still fairly new to Illustrator and can't figure out how to reduce the size of the graphic without increasing the density. I have already grouped everything together so that I stay consistent with the size reduction. Please help! Thanks...

As I reduce the size by using the free transform tool, the lines and everything just keep getting fatter and thicker.
OK. The two suggestions you have recommended definitely help. thanks for that. Now the problems seems to be that it doesn't all want to scale consistantly. I select all, have complied with what you recommended, but parts are still shrinking at a different rate. I am just not understanding why this is happening. It should be so simple!

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