Antique
A high-quality, bulky paper with a rough finish.
Application
The use of any DUMC or DUHS trademark in any medium.
Art paper
Coated paper with a gloss finish.
Artwork
Reproduction-quality origination, for making films.
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".
B-sizes
The international ISO range of metric paper sizes designed for work requiring a larger format than standard A sizes.
Background
The area surrounding a design mark.
Bad Break
In composition, starting a page or ending a paragraph with a single word, or "widow".
Banker
An envelope with a diamond flap on the long edge.
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.
The printed area which runs over the trimmed edge of a page. Usually 3 to 5 mm.
Blind
An embossing/debossing without foil or ink, i.e. an impression only.
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".
Bromide
Also known as PMT. Photographic light-sensitive paper used to produce positive camera-ready artwork.
C
Abbreviation for Cyan in the four-colour printing process.
C-sizes
The international ISO range of metric sizes for envelopes, designed to accommodate equivalent "A" sizes.
CMYK
Cyan, Magenta, Yellow, Black; core colours used in 4-colour 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.
Coated paper
Also known as Art paper. Gloss paper coated with china clay that can have a Gloss, Matt or Satin finish.
Collate
To gather sections of printed work in the correct sequence for binding.
Collateral
A form of communication frequently reissued to convey changing messages; examples: print advertising, direct mail, brochures, posters, etc.
Colour Correction
Any digital or traditional method such as imaging, masking, dot-etching or retouching used to improve colour rendition.
Colour Separation
In printing, the process of separating colour photographic originals into the 4 primary colour components; also refers to the set of film used to print full colour 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.
Copy
Text content.
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 Colours
The official combination of colours associated with the corporate identity: Duke Blue (PMS 287) and Black; also referred to as The Official Identity Colours.
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.
Crop marks
Printed lines beyond the page area which indicate where the page should be trimmed. See also Trim and Tick marks.
Cyan
One of the four process colours (blue) in litho printing.
Debossing
An impression which is sunk into a surface (opposite of embossing).
Deckle edge
Paper with an untrimmed feathery uneven edge.
Desktop Publishing or DTP
A term for computer aided design.
Die
Metal object crafted from artwork and used to create embossings, cut shapes or apply foil.
Die-cutting
The process by which shapes are cut from paper or card.
Dot
A single element from which half-tone reproduction is produced.
DTP or Desktop Publishing
A term for computer aided design.
Dummy
A set of blank pages made up in advance to show the paper stock and format of a printed piece.
Duotone
A two-colour half-tone image.
Embossing
A raised impression on a surface (opposite of debossing).
Emulsion
Photosensitive coating on repro films.
Field
The total available area in which elements of the identification, such as corporate trademarks, are placed.
Film separations
Camera-ready artwork produced on reprographic film and separated for colour (one colour per film).
Flat colour
Solid areas of colour (as opposed to halftone), usually matched to Pantone colours.
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.
Foil blocking
The process by which foil is applied to a surface using a metal die.
Fold lines
Tick marks which indicate where a sheet is to be folded. Often dotted, to distinguish between folding. and trimming.
Folio
The page number.
Foot
The bottom of a page.
Font
A typographic term meaning a complete set of all letters, numbers and characters of the same typeface.
Four-colour process
Colour printing using the three primary colours (cyan, magenta and yellow) plus black.
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.
gsm
Grams per square metre, used to define stock weights.
Guillotine
A machine for cutting paper.
Gutter
The blank space or inner margin from printing area to binding.
The margin on a sheet which will be bound into a book or the gap between multiple images on a sheet.
Hairline
A very fine line.
Halftone
The reproduction of continuous tone artwork, such as photography, through a contact screen, which converts the image into dots of various sizes.
Head
The top of a page.
Hickeys
In offset printing, spots or imperfections in the printing due to dirt on press, dust or paper particles.
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.
The arrangement of pages on a flat sheet so that the section will read in the correct order when folded.
Trimmed
The arrangement of pages on a flat sheet so that the section will read in the correct order when folded.
ISO sizes
International range of sizes for paper and envelopes. See A, B and C sizes.
Ivory board
Smooth board commonly used for business cards due to its fine finish.
Jacket
The removable cover of a book / brochure.
Justification
The spacing of words to fit a specific width grid, with straight margins on both sides. Opposite of ragged.
K
Abbreviation for Black in the four-colour printing process.
Kern
The amount of space between characters in a line of type; the manual method of adjusting the space between letters.
Kiss-cut
Usually referring to self-adhesive labels, the cutting of a shape without cutting through the backing paper, enabling the self-adhesive item to be peeled away leaving the sheet intact.
Knock up
To line up the edges of a stack of paper.
Laid paper
Paper with distinctive lines running parallel through the entire sheet.
Lamination
A film applied to printed sheets (commonly matt, satin or gloss) for protection or to achieve a particular finish.
Laser cutting
Very fine cutting by laser, where traditional die-cutting cannot achieve the required level of detail.
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.
Litho
Print process by which specific areas of a printing plate are chemically treated for the image areas to take ink and the non-image areas to take water. Capable of very fine detail and photographic-quality reproduction.
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 Magenta in the four-colour printing process.
Machine proof
Proof produced on the same press, and by the same process, as the final job. The most accurate type of proof.
Magenta
One of the four process colours (red) in litho printing.
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.
Setting up a press to run a job. A number of sheets will be run through for each colour / process before the make-ready is considered complete and the job ready to run.
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.
Mark-up
Instructions written on artwork / proofs for the printer to follow.
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.
Monochrome
One colour.
Numbering
Usually done offline, the process by which collated sheets are consecutively numbered, e.g. for order books.
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.
Opacity
The level of opaqueness in a sheet of paper, important when trying to avoid show-through.
Overprinting
Printing over a previously printed sheet; also specified where colours must not reverse out of each other.
Overs
Additional copies run to the amount specified.
Pagination
Page numbering.
Pantone®, Pantone® Matching System or PMS
The standard ink colour matching system used to specify colours
Widely-used system of colour matching on Coated and Uncoated stock, also known as PMS.
Paper Stock
Term used to describe specifications for paper, often designated by the manufacturer or mill's name and weight.
Perforating
Piercing a series of holes in to a sheet of paper, usually to enable tearing.
Pocket (envelope)
An envelope with its opening flap on the short edge.
Point
Typographic unit of measurement for letter size and leading.
Positive
Vs. negative, a black or colour rendition of the identity printed on a white background.
Process Built colour
The approximate duplication of a colour, such as PMS 287, using specific percentages of the 4 process colours: cyan, magenta, yellow and black.
The three primary colours used in process printing (cyan, magenta and yellow) plus black.
Proof
A copy made before the full job is run, in order to check quality and accuracy of origination and specification.
Quantity
The number of finished copies.
RGB
Red, green, blue-additive primary colours; designation for most computer monitors.
Ragged
Text with irregular line lengths set to a maximum width, usually with an even left margin.
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
The positioning of plates correctly to form a composite image.
Reversed Out
Vs. positive, a white rendition of the identity printed on a black or dark colour background in "negative" form.
Rubbing
The unintentional transfer of ink from one sheet to another, usually associated with uncoated or matt coated paper.
Run-on
To continue printing on the same run.
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 colour intensity by reproducing fine dots of the colour; 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.
Set-off
The unintentional transfer of wet ink from one sheet to another, usually due to the sheets being stacked too high or moved before properly dry.
Score
An impression made into a sheet to enable folding without cracking.
Sheet fed
Printing in sheets as opposed to rolls of paper.
Show-through
Lack of opacity in a sheet causing the image on one side to be visible on the other.
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.
Spot varnish
Varnish applied to a specific area of the printed sheet.
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.
Tint
A less opaque colour achieved by applying a screen, specified as a percentage of the solid colour.
Tracking
A function of computer layout programs allowing overall "tightening" or "loosening" of letter spacing.
Trim marks/Tick marks
Trim marks.... Printed lines which fall outside the image area, and indicate where the sheet should be cut. Can also be used as register marks if no others appear. Sometimes called Tick marks.
Typeface
Another term for font, a set of typographic letters, numbers and characters all of the same family or style.
Uncoated
Paper with no china clay coating.
Upper Case Letter
A capital letter, as distinct from a small, or lower case letter.
Varnish
Transparent coating applied for protection or effect.
Wallet
An envelope with a square flap on the long edge.
Watermark
An image impressed into the body of a sheet of paper during the manufacturing process.
Work and turn
Printing the front and reverse sides of a sheet using a single plate. Each sheet yields two copies of the same item.
Wove
Paper without inherent lines (as distinct from laid).
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.
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.
Xerox
Electrostatic copy produced with toner powder.
Y
Abbreviation for Yellow in the four-colour printing process.
Yellow
One of the four process colours in litho printing.
zoom
a term for magnification on most PC & Macintosh DTP software.