Technical: Instruction: Data Sheets

DATA: DESIGN TERMS
plum grafik visual arts & communications sandra ragan	sandra@plumdigital.com www.plumdigital.com

Types of Creative Design work : Logo or Logotype: A distinctive design, symbol, or style of type associated with the company name. Specifically, a logo is a symbol or mark and a logotype is an alphabetical configuration. A trademark is a work, symbol, design, slogan or combination thereof that identifies and distinguishes goods and services of one party. A service mark is a related form that signifies the source of the services rather than the goods themselves. Corporate identity: a visual presentation of an organization's unique personality. Usually centered around a "Graphic Mark" or Logo, the overall package may contain stationary*, signage, and other relevant physical expressions used by the organization. Guidelines governing proper usage of the design elements, color scheme, typography, photos, etc. are established and may be provided in the form of a "standards manual." *A corporate stationary package includes design of letterhead, envelope, and business card. Illustration: a visualization of a concept, done for a specified purpose. Media varies widely from pencil sketches and ink washes, to paint, sculpture, and digital creations. The art may be incorporated directly or photographed for use. Photo illustration: a photograph staged, manipulated or combined with other elements for the same purpose as a standard illustration. Graph or chart: a graphic visualization of data, such as financial figures, scientific results, or the relationship of the members of a group. The form may be simple and "flat" in appearance or complicated and decorative. The execution can be in text or any of the media used for an illustration. Map design/Cartography: a graphic representation of a physical space, usually including notation and a "legend" to facilitate interpretation. Cartography is the creation of a map from actual inspection and/or compiled data which may include previous maps for reference. It includes independent confirmation and data correction, as well as creation of the map. Map design is the art of editing, combining, and restyling existing maps. Some projects require both skills. Advertising: To make public announcement of, especially to proclaim the qualities or advantages of (a product or business) so as to increase sales. To make known; call attention to. To warn or notify. A paid, non personal communication by business firms, organizations and individuals identified in the message for the purpose of informing or persuading members of a particular audience. Advertising design: the application of visual and/or textural elements in a composition that serves to promote an individual or organization's product, services, and/or philosophies. Divided into the following categories for convenience: displays and exhibits, advertorials (special sections added to magazines and newspapers), newspaper spots, magazines spots, collateral and direct mail (posters, brochures, catalogues, flyers, direct response, and handouts), point-of-purchase, outdoor (billboards and transit displays), packaging, books, broadcasting, digital (electronic files for computer or internet), and environmental (signage). Design Component Terms : Proposal/Estimate: a detailed analysis of the cost and components for a design project used to come to an agreement or contract before commencing work. Design brief: (coming) Dummy: (coming) Comp: visualization of an idea; a comprehensive representation of finished piece used for purposes of discussion. The look of the actual piece may differ. The degree of rendering is referred to as "tight" or "loose." A "rough" comp is usually little more than a sketch used to visualize a design concept. The amount of time and quality of materials used affects both the appearance and cost of the comp. It is common for some comps to "look better' than the finished piece. Production: The literal work of transforming a concept into a reality. Taking the required photos, creating illustrations and charts, retouching images, and other aspects of the finished piece. Usually requires the creation of a layout, into which all the other elements are combined. Layout: an instruction set or "blueprint" for the actual work to be done. In prepress work this may be an electronic file with an assemblage of related parts (scanned photos, postscript art, fonts, and other related pieces). In the past an intermediary step referred to as the "Mechanical" or "Camera Ready Paste up" was necessary. This physical expression of the layout process has been eliminated by the digital layout. Layout proof: a physical representation of the final piece created for the purpose of checking the elements for errors and omissions. Usually an inexpensive digital print that may or may not be the size of the actual final printed piece. Higher quality digital proofs are available, at considerable cost, that more closely represent the final in size and color. None of these processes is capable of duplicating every aspect of the final unless it is to be done on the same piece of equipment. Prepress Proof: a test print run from the actual printing materials. May be done photographically at a reduced charge from the printing film (a "blue line" is one such proof). Once the presses are set up for a run extra charges will be incurred for changes or delays. Website : an electronic "page" or set of "pages" containing text, visual elements, and dynamic links that promote an individual or organization's product, services, and/or philosophies. The files are composed in Hypertext Markup Language (HTML) and put on electronic display from the proper computer service provider. As this is a "live" promotional media, future expansion and ongoing maintenance may be part of the contracted services. Return to Plum Data Sheets Return to  Design & Digital Imaging, Photo Tips & Tricks , Computer or the Portfolio