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Idenity Guidelines
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Glossary
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Alignment—The arrangement of letters or words along the same vertical or horizontal line.

Bleed—Printers cannot print right to the edge of a piece of paper because grippers must hold the sheet on both sides as it runs through a printing press. The printer must use a sheet which is larger than the document size, print beyond the edges of the document, and then trim the paper to the document size in order for the image to 'bleed" off the sheet. Bleed refers to the extension of art beyond the documentís actual size.

Blind Emboss—A technique whereby the impression of an uninked image is pressed into a sheet of paper. The image is raised.

Brand—There are several definitions for a brand; we have listed two below:

  • A brand is the intangible sum of an organizationís attributes: it can include its name, its history, its reputation, its packaging, and the way it is advertised.
  • A brand is an identifying symbol, sign, name, or mark that distinguishes an organization or a product from its competitors.

Coated Paper—Paper having a coating applied to one or both sides. These coatings produce a variety of finishes: dull, gloss, matte, etc.

Color Palette—A system of designated colors that are used in conjunction with each other to achieve visual consistency.

CMYK—The acronym used for a printing technique that uses the four process colors—cyan, magenta, yellow and black (CMYK)—in varying proportions to create thousands of colors. Color images are reproduced using a pattern of overlapping, different-sized-dots in the four process colors.

Core Identity Elements—The basic components (the logo, tagline, typography, and color palette), which, taken together, form the foundation of a brand identity system.

Dingbats—Typographic or graphic symbols used as design elements, often to emphasize information. Common examples include a bullet, star, or cross.

Four-Color Process (CMYK Printing)—A printing technique that uses the four process colors—cyan, magenta, yellow and black (CMYK)—in varying proportions to create thousands of colors. Color images are reproduced using a pattern of overlapping, different-sized-dots in the four process colors.

Grid System—The structural foundation that establishes alignment and hierarchy of the individual elements on a page.

Icon—A symbol that illustrates a concept or message without the use of words. Many corporate identities incorporate an icon with the name in an established manner.

Identity System (Brand Identity System)—Includes all of the components of the brand that work together to create the visual signature, look and feel of an organization, including the logo, icon, name, tagline, and color palette, etc.

Logo—The distinctive visual symbol for the brand that should represent its core values and attributes.

PMS (Pantone Matching System)—A standard colormatching system used by printers and graphic designers for inks, papers, and other materials. A PMS color is a standard color defined by percentage mixtures of different primary inks.

Positioning Statement—The expression of how an organization wishes to be perceived by its target audiences. The Positioning Statement states the reason for the brandís existence and, once successfully established, it should rarely be changed. It provides a blueprint for the marketing and development of a brand.

Pre-Printed—A document that is printed in advance with certain visual elements, and made available to run through a laser printer for customization.

RGB—Red, Green, Blue; The color system used for on-screen applications, including the Web.

Reverse—Objects that are white or a light color on a dark-colored background.

Sans Serif—the category of typefaces that has no serifs, such as Helvetica.

Serif—In a typeface, the "feet" that project from the ends of the main strokes. Times is a serif typeface.

Super-Graphic—An icon or graphic that is used in an oversized and subtle manner.

Tagline—A statement or motto that succinctly defines or represents an organizationís mission.

Typeset—To format copy by assigning it a typeface, weight, size, and color.

Typography—The system of characters that make up the arrangement of text on a page.

Uncoated Paper—Paper that is free of any applied coating to either side. These papers are available in a variety of colors, weights, and finishes (laid, smooth, vellum, writing).