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Glossary of Terms

  • Alignment: The proper adjustment of various graphic elements into an ordered layout.

 

  • Baseline: An invisible grid line upon which type or imagery rests.

 

  • Bitmap: A set of bits that represents a graphic image, with each bit (or a group of bits) corresponding to a pixel in the image.

 

  • Blind emboss: A raised impression of an image into paper without using ink or foil.

 

  • Brand: All of the touchpoints of an organization that create a distinctive set of emotions and expectations in the minds of customers.

 

  • Brand identity: The visual representationof a brand in all communications.

 

  • Cap height: The height of a capital letter, such as the “T” in The University of Oklahoma.

 

  • CMYK: An acronym used in offset printing that stands for cyan, magenta, yellow, and black. Also known as four-color process.

 

  • Collateral: Printed marketing communications delivered to customers and prospects by sources other than the media.

 

  • Color palette: The set of approved colors to be used across all communications. This applies to color fields, graphic elements and type.

 

  • Contrast: The acceptable difference between light and dark graphics and backgrounds in order to ensure legibility.

 

  • EPS: An acronym for “Encapsulated PostScript.” A scaleable vector-based electronic file that is intended to be incorporated into other documents.

 

  • Flash: An electronic method for delivering interactive vector graphics and animation on the world wide web.

 

  • Foil stamp: A specialty printing process that uses heat and metallic film in order to produce a shiny design on paper.

 

  • Font: The complete assortment of letters, numbers, and symbols for one style of type.

 

  • Four-color process: A printing term referring to the method of reproducing full color artwork by separating the image into four colors: cyan, magenta, yellow and black.

 

  • Holding shape: An area of color under and surrounding a logo that prevents background colors or images from showing through.

 

  • HTML: The commonly used acronym for “hypertext markup language,” which is used to create some web sites.

 

  • Identity system: All of the identity elements used in a specified relationship to each other.

 

  • Imagery: Photos, illustrations or other graphic elements that are used to provide visual information and to evoke an emotional response.

 

  • JPEG: An acronym for “Joint Photographic Experts Group,” a JPEG is an electronic file format of a bitmapped compressed digital image. JPEGs are commonly used in web site and windows-based office productivity software.

 

  • Knock out: The removal (knock out) of the color in an area, allowing the background or page color to show through.

 

  • Layout: The result of arranging text, imagery, and/or graphic elements on a page.

 

  • Leading: The measurement in typography of the vertical space between lines of text measured from baseline to baseline. Leading is measured in points.

 

  • Logo: A distinctive, proprietary symbol used to identify a company or brand and express its unique attributes.

 

  • Minimum size: The smallest allowable size for reproducing a specific trademark or logo in order to ensure legibility and quality reproduction.

 

  • Monogram: The stylized combination of letterforms that create an acronym.

 

  • PANTONE®: PANTONE® is a color-matching system that provides more than 700 color swatches to designers and gives printers the formulas needed to accurately reproduce each color.

 

  • PDF: An acronym for “Portable Document Format.” A cross-platform document formatting application that produces an electronic file that is displayed exactly how it appeared when it was created in the original software.

 

  • PMS: An acronym for “PANTONE® Matching System.” See PANTONE® for details.

 

  • Point: The unit of measure for type size. A point equals 1/72 of an inch or .35 mm.

 

  • Process color: Color printed with a mix of inks (CMYK) rather than each color with its own individual ink (spot color).

 

  • Reversed: Intentionally changing a dark-colored logo or trademark to white in order to provide better contrast when it is used on dark-colored backgrounds or images.

 

  • RGB: A color model used in electronic media that stands for red, green, and blue. All color computer monitors are RGB monitors.

 

  • Safe Zone: The space around a logo that is kept free of other graphic elements to ensure that the logo is given prominence.

 

  • Sans serif: A letter or typeface with no serifs.

 

  • Serif: Any of the stylized short lines streaming from, and at an angle to, the upper and lower ends of the strokes of a letter.

 

  • Signature: The specified arrangement of the logomark and logotype.

 

  • Spot color: Color printed with its own custom individual ink rather than the mix of inks (CMYK) used in process color.

 

  • Stationery: The writing paper, forms, notecards, business cards and envelopes used for correspondence.

 

  • Tag line: A specific phrase used in advertising and other communications that reinforces a particular message.

 

  • Template: An electronically formatted file used to structure information and key graphic elements in a consistent manner for a particular type of communication.

 

  • TIFF: An acronym for “Tagged Image File Format.” a TIFF is a lossless bitmapped graphics file used primarily for the high-quality printing of electronic images.

 

  • Tone of voice: The intentional style of the University’s verbal communications as conveyed to the intended audience.

 

  • Trademark: Indicates that an organization or individual legally owns a name. It restricts the use or sale of the name to that organization/individual. The “TM” symbol is used to identify a trademarked name, while the ® indicates a federally registered trademark.

 

  • Typography: The use of type in creating communications, including its selection, specification and usage in a particular format.

 

  • Vector graphics: A method of electronically coding graphic images so they are represented in lines rather than fixed bitmaps, allowing an image to be rotated or scaled without loss of detail.

 

  • Violations: The improper use, implementation, or reproduction of a trademark or logo.

 

  • Wordmark: A trademark that is composed of intentionally stylized lettering.