Glossary

Blueline

A digital proof used to review and edit a project before printing.

Brand

The sum of all the elements that offer a promise of expectation of experience to consumers. Examples of these elements include words, graphics, sounds, and colors.

Clearspace

The minimum area around a logo or graphic element necessary to provide the best legibility.

CMYK

Cyan, magenta, yellow, black. The order in which ink colors are used in offset printing. Also called 4-color process.

Color proof

A digital proof used to make color corrections.

Digital printing

A printing method whereby digital images are transferred to paper without the use of printing plates.

Dots per inch (DPI)

A measurement of the amount of detail in an image (thehigher the DPI, the more detailed the image). The minimal DPI for offset printing is 300. The screen value of DPI is 72 (for images used on the Web, for example).

EPS

Encapsulated PostScript. A digital art format that is the standard for non-screen reproductions.

GIF

Graphics Interchange Format. An image format used widely on the Web.

HTML

Hypertext Markup Language. A markup language for Web pages.

Identity

The elements – name, symbol, and colors – by which Duke Medicine can be identified.

JPEG or JPG

Joint Photographic Experts Group. A common format for photographic images.

Logo

A unique symbol that represents a brand. In the case of Duke Medicine, the logo is the stylized shield within a box.

Offset printing

A printing method that transfers ink from a plate to a rubber blanket to paper.

PMS

Pantone Color Matching System. A printing industry color standard. Colors are designated by a PMS number.

PNG

Portable Network Graphics. An image format that can be used in Microsoft Word or PowerPoint documents. It can be placed just like a JPG file.

Signature

The master signature consists of the master logo and wordmark, presented in careful relationship to the other. The signature is used as a “sign-off” on marketing communications.

Sub-Brand

Brands representing the specific academic, research, and clinical lines of Duke Medicine. These sub-brands encompass services that have characteristics or value that separate it from the parent brand, as well as their own brand identities, which are proprietary and can be trademarked.

Symbol

An abstract sign used to represent the Duke Medicine brand, such as the shield.

TIFF

Tagged Image File Format. A format for storing photographs and line art.

Typography

The typestyle specified for brand communications, other than the brand signature.

Wordmark

The stylized treatment of the brand name. Like the signature, the wordmark can be used as a sign-off for communication pieces.