APG - Aldridge Print Group

Glossary of Terms

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Application: The use of any DUMC or DUHS trademark in any medium
Area of Non-Encroachment: The area surrounding a graphic element that must be kept free of any other graphic element, typography, or field edge
Ascender: That part of a lower case letter which rises above the main body, as in "b"
Author's Alterations: In composition, changes and additions in the copy or layout after it has been typeset; also referred to as "AAs"
Background: The area surrounding a design mark
Bad Break: In composition, starting a page or ending a paragraph with a single word, or "widow"
Baseline: The imaginary line on which the bottoms of letters, numbers and other typographic characters align
Bleed: An extra amount of printed image which extends beyond the trim edge of the sheet or page
Blueline: In offset printing, a photoprint made from stripped-up negatives or positives, used as a proof to check position of image elements
Body Type: A type used for the main part or text of a printed piece, as distinguished from the headline
Bold-Face Type: A name given to type that is heavier than the text type with which it is used
Bright White: A paper stock, particularly in reference to letterheads and envelopes, etc., of pure brilliant white; as opposed to "off-white"
CMYK: Cyan, Magenta, Yellow, Black; core colors used in 4-color process printing
Capital Height: The vertical dimension of a capital letter measured from its top to its base perpendicular to the baseline
Characters: Typographic elements comprising a font or typeface, including letters and numbers
Collateral: A form of communication frequently reissued to convey changing messages; examples: print advertising, direct mail, brochures, posters, etc.
Color Correction: Any digital or traditional method such as imaging, masking, dot-etching or retouching used to improve color rendition
Color Separation: In printing, the process of separating color photographic originals into the 4 primary color components; also refers to the set of film used to print full color material
Column Width: Measurement expressing the width of a single column within the layout grid of a newspaper, magazine, brochure, report, etc.
Condensed Type: Type that is compressed in width
Configuration: The graphic inter-relationships of the elements of a trademark
Copyfitting: In composition, the calculation of how much space a given amount of copy will take up in a given size and typeface; the adjusting of the type size to make it fit in a given amount of space
Corporate Colors: The official combination of colors associated with the corporate identity: Duke Blue (PMS 287) and Black; also referred to as The Official Identity Colors
Corporate Identity or Signature: The design mark and logotype which visually represents Duke University Medical Center, Duke University Health System, Centers of Excellence/Service Lines and Affiliated Entities; also referred to as the Identity
Dummy: A set of blank pages made up in advance to show the paper stock and format of a printed piece
Field: The total available area in which elements of the identification, such as corporate trademarks, are placed
Flush Left (or Right): A typographic term referring to lines of type that align vertically at a left margin (or right)
Flush Paragraph: A paragraph with no indention
Folio: The page number
Font: A typographic term meaning a complete set of all letters, numbers and characters of the same typeface
Graphic Standards: Set of guidelines outlining a corporate identity system and its proper use
Grid: An underlying graphic structure used to organize typographic and other graphic elements within a field or on a page
Gutter: The blank space or inner margin from printing area to binding
Halftone: The reproduction of continuous tone artwork, such as photography, through a contact screen, which converts the image into dots of various sizes
Hickeys: In offset printing, spots or imperfections in the printing due to dirt on press, dust or paper particles, etc.
Holdout: In printing, a property of coated paper with low ink absorption which allows ink to set on the surface with high gloss
Identity: See Corporate Identity
Imposition: Arrangement of pages in a press form to ensure the correct order after the printed sheet is folded and trimmed
Kern: The amount of space between characters in a line of type; the manual method of adjusting the space between letters
Layout: Arrangement of elements on a page including visuals, body text and headlines
Leading: A typographic term defined by the measurement from the baseline of one line of type to the baseline of the type immediately below it; in this manual, leading is expressed as x/y pt., where x is the point size of the type and y is the leading point size (10 pt. type with 11 pt. leading is expressed as 10/11pt.)
Letter Spacing: The space between letters in a word
Logo: Another term referring to corporate identity, including a symbol or mark and logotype
Logotype: The primary name element of the identity and the font specified for it, Times New Roman
Lower Case Letters or lc: A small letter as distinct from upper case or a capital letter
M: Abbreviation for a quantity of 1000 sheets of paper
Make Ready: In printing, all work done in setting up a press for printing, i.e., adjusting the feeder, grippers, putting ink in the fountain, etc.
Mark: The stylized gothic U that identifies Duke University Medical Center or Duke University Health System, its Affiliates, Services and Centers; always appears with the logotype as part of the identity
Masthead: Stylized name of a publication displayed on the top of the first page
Mechanical: A term for a compilation of artwork, including type, photos/scans, line art, etc., on artboard or on disk.
Mock Up: A preliminary layout showing the design, position of illustrations and text prior to the final reproduction
Offset: In printing, the process of using an intermediate blanket cylinder to transfer an image from the image carrier to the substrate (paper); short for offset lithography
Pantone®, Pantone® Matching System or PMS: The standard ink color matching system used to specify colors
Paper Stock: Term used to describe specifications for paper, often designated by the manufacturer or mill's name and weight
Point: Typographic unit of measurement for letter size and leading
Positive: Vs. negative, a black or color rendition of the identity printed on a white background
Process Built Color: The approximate duplication of a color, such as PMS 287, using specific percentages of the 4 process colors: cyan, magenta, yellow and black
RGB: Red, green, blue-additive primary colors; designation for most computer monitors
Ragged Right: Lines of type set so they do not align at the right margin
Register: In printing, fitting of two or more printing images in exact alignment with each other
Reversed Out: Vs. positive, a white rendition of the identity printed on a black or dark color background in "negative" form
Sans Serif: A typeface without the short cross-lines at the ends of the main strokes of many letters; example: Universe Condensed
Screen Tint: A device used in printing that decreases color intensity by reproducing fine dots of the color; example: a 50% screen of black produces a medium gray
Secondary Name: In this manual refers to the line of type appearing below the logotype; the department, service or affiliate nomenclature
Secondary Typography: A selected type style, such as Universe Condensed, used with the primary or logo typeface; examples: a selected type style used in address copy on stationery, or for information copy on signs
Serif: A typeface with short cross-lines at the ends of the main strokes of many letters; example: Times New Roman
Signature: In printing or binding, the name given to a printed sheet after it has been folded; each signature is composed of 4 pages
Silhouette Halftone: A halftone with all of the background removed
Stet: A proofing mark, written in the margin, signifying that copy marked for corrections should remain as it was
Template: A computer file set up to be used by others indicating layout grid and typography specifications
Tracking: A function of computer layout programs allowing overall "tightening" or "loosening" of letter spacing
Typeface: Another term for font, a set of typographic letters, numbers and characters all of the same family or style
Upper Case Letter: A capital letter, as distinct from a small, or lower case letter
X Height: When referring to the identity throughout this manual, the height of the identity's mark; can also refer to the height of any upper case letter in a typeface