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Logo Design Formats
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Graphic Standards


34 Ways to Write a Slogan
Company Name Creation


Adobe Acrobat: Suite of applications to create and view PDF files.

Adobe Illustrator file format (.AI files): AI was developed by Adobe Systems for the Windows and Macintosh platforms. It is primarily vector-based although later versions, such as versions 6.0 and 7.0, support bitmap information.

Adobe Photo file format (PSD.files): The PSD file format (.psd files) is the native bitmap file format for Adobe Photoshop.

Achromatic: The non-colors: - black, white and gray.


Background: That portion of a photograph or line art drawing that appears furthest from the eye; the surface upon which the main image is superimposed.

Backslant: Any type that tilts to the left or backward direction; opposite of italic type.

Balance: A term used to describe the aesthetic or harmony of elements, whether they are photos, art or copy, within a layout or design.

Balloon: In an illustration, any line that encircles copy or dialogue.

Banner: The title of a periodical, which appears on the cover of the magazine and on the first page of the newsletter. It contains the name of the publication and serial information, date, volume, number.


Callout: an explanatory label for an illustration, often drawn with a leader line pointing to a part of the illustration.

Camera-ready copy: final publication material that is ready to be made into a negative for a printing plate. May be a computer file or actual print and images on a board.

Cap height: in typography, the distance from the baseline to the top of the capital letters.

Caption: an identification (title) for an illustration, usually a brief phrase. The caption should also support the other content.

Cap height: The height from the baseline to the top of the uppercase letters in a font. This may or may not be the same as the height of ascenders. Cap height is used in some systems to measure the type size.


Data Exchange File (.dxf files): format is a tagged data representation of the information contained in an AutoCAD drawing file. The DXF file format is a native file format of AutoCAD. It has become a standard for exchanging CAD drawings and is supported by many CAD applications. DXF format is vector based and supports up to 256 colors.

Deckle edge: The rough or feathered edge of paper when left untrimmed.

Delete: An instruction given to remove an element from a layout.

Descender: in typography, the part of the letterform that dips below the baseline; usually refers to lowercase letters and some punctuation, but some typefaces have uppercase letters with descenders.


Egyptian type: originally, from 1815 on, bold face with heavy slabs or square serifs.

Electronic Proof: A process of generating a prepress proof in which paper is electronically exposed to the color separation negatives; the paper is passed through the electrically charged pigmented toners, which adhere electrostatically, resulting in the finished proof.

Elliptical dot: Halftone screens in which the dots are actually elongated to produce improved middle tones.


Face: One of the styles of a family of faces. For example, the italic style of the Garamond family is a face.

Facing pages: In a double-sided document, the two pages that appear as a spread when the publication is opened.

Family: Also known as a font family. A collection of faces that were designed and intended to be used together. For example, the Garamond family consists of roman and italic styles, as well as regular, semi-bold, and bold weights. Each of the style and weight combinations is called a face.

Fan fold: Paper folding that emulates an accordion or fan, the folds being alternating and parallel.


Galleys: in traditional publishing, the type set in long columns, not laid out on a page. In desktop publishing, galleys can be printed out using a page-assembly program, for proofreading and copyfitting purposes.

Galley proof: A proof of text copy before it is pasted into position for printing.

Ganging: The bundling of two or more different printing projects on the same sheet of paper.


Hairline Register: Printing registration that lies within the range of plus or minus one half row of dots. It is the thinnest of the standard printers' rules.

Halftone: in traditional publishing, a continuous-tone image photographed through a screen in order to create small dots of varying sizes that can be reproduced on a printing press. Digital halftones are produced by sampling a continuous-tone image and assigning different numbers of dots, which simulate different sized dots, for the same effect.


Identity Package / Identity Suite: A group of materials designed and developed to represent the essence of your organization. These packages usually include some or all of these elements: a logo design, letterhead (stationary) and business cards, as well as other collateral pieces such as brochures or newsletters.

Icon: A pictorial representation of a tool, object, file, or other application item.


JPEG: Jpeg is a standard format developed by the Joint Photographic Experts Group, allowing the transfer of files between a wide variety of platforms, using superior compression techniques. JPEG supports 8-bit grayscale and color depths up to 32-bit CMYK.

Justify: To modify the spacing between characters and words so that the edges on the left, right, or both margins of a block of text are even. top.





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