Definitions of Commonly Used Terms
Bar Codes: A series of vertical lines containing information which can be read by electronic scanners.
Brand: The official name, usually trademarked, or a company's product or service.
Branded Identity: A company's series of brands which may be unrelated to each other or to the corporation.
Brand Identity Manual: An important reference containing instructions and examples of all visual elements impacting upon the corporate image.
Coated Paper: Paper with a smooth finish, ranging from eggshell to high gloss.
Color Palette: A carefully selected series of colors that complement each other, and are used to enhance a consistent corporate image.
Copy: Any written material that is part of the item to be produced or printed.
Design: The discipline of arranging visual and type elements in order to communicate a specific message.
Font: A typeface of a particular design and size.
Hard Copy: The permanent record of copy or visual material, such as a typed sheet of paper or computer printout.
Indicia: Any postal markings pre-printed on a piece of mail, such as the return name and address of the sender on a BRC.
Layout: The drawing of a proposed finished piece.
Logo: The visual symbol of a company, which may include a name, mark and signature.
PDF: Portable Document Format for sending and viewing over the internet.
PMS: A standardized system of color, allowing a person to specify a tone by number.
Palette: A collection of colors or shades available for a particular use.
Registered Trademark: An element, such as a name, logo or signature, that is registered with the U.S. Patent Office. Such registration is marked by a ®, and provides legal protection against unauthorized use of the trademark.
Tag Line: A reiterated phrase identified with a group or product.
Text: The body of copy, as distinguished from headlines.
Trademark: Any device (word or symbol) used in order to identify a product or service.
Wordmark: A name produced in a specified font. |