Glossary

B

Bleed

Background running past the trim line, so no white edges remain after cutting.

Brand book

A description of the whole brand: besides the logo rules, the tone of voice, the photo and illustration style and material templates.

Brand guidelines

A document with the rules for using the logo: versions, clear space, colours, typefaces and misuse.

Brand mark

The graphic symbol of a brand that works without the name too, for example as an app icon.

C

Clear space

The empty area around a logo that no other element may enter.

CMYK

The colour model of printing inks: cyan, magenta, yellow and black. Print files are prepared in it.

Coated paper

Smooth, gives vivid colours. Good for most food products.

D

Dieline

The technical drawing of packaging with cut and crease lines and glue areas.

DPI

Dots per inch. It says how many pixels go into a centimetre of print; small formats usually need 300 dpi.

E

Embossing

A raised or debossed element, such as the brand mark, that you can feel.

F

Favicon

The small site icon shown on the browser tab and in bookmarks.

H

Hot foil

Metallic gold or silver foil you can see and feel.

K

Key art

The main illustration of a game or campaign that the other graphics are made from.

O

Outlined text

Text converted to shapes, so the printer cannot swap the typeface for another one.

P

Packshot

A photo or render of a product on a neutral background, for a shop or catalogue.

Pantone

A system of ready-mixed printing colours, used where the brand colour must always be exactly the same.

Proof

A test print from the printer to check colours and content before the whole run.

R

RGB

The colour model of screens: red, green and blue. Website and social media graphics are prepared in it.

Rigging

Preparing a character for movement: head turns, blinking, mouth and hair movement.

S

Safe area

The margin from the edge where text and logo stay, because the printer knife has a tolerance.

Spot varnish

Glossy varnish only on chosen elements, such as the logo.

T

Textured paper

With a tactile surface, popular for wine and premium products. It shifts colour shades.

V

Vector

Graphics stored as shapes and curves that can be enlarged without losing quality.

W

White and clear film

Moisture-resistant. Clear film looks like printing straight on the bottle but needs white ink under colours.

Wordmark

The brand name set in a refined typeface, without a separate symbol.