Glossary
# a b c d e f g h i j k l m n o p q r s t u v q x y z
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3D:
3-D (three dimensions or three-dimensional) describes an image that provides the perception of depth.
3D Max:
A popular software package used for creating 3D graphics. Design2Go are able to create 3D graphics/characters and animations. Contact the studio for further details.
A
Abstract:
Types of drawings or images which try to represent the real or imagined qualities of objects or people by using shapes, lines and colour, and does not try to show their outer appearance as it would be seen in a photograph.
Accent colour:
A limited use of a contrasting colour to highlight or emphasis the effect of another colour used in a design.
Adobe Acrobat:
An application that enables you to create and view PDF files.
Adobe Illustrator file format (.AI files):
AI file formats are created for and by Adobe Illustrator, which is primarily a vector based design program that also supports bitmap information. Adobe Illustrator is one of the programs used by Design2Go during the design process.
Adobe Photo file format (PSD. files):
The PSD file format is a bitmap file format for Adobe Photoshop. Unless otherwise stated to your logo designer, we will not use Photoshop as a basis to design logos.
Advertisement:
A picture image or short film, which tries to persuade people to buy a product or services.
Advertising:
The business of trying to persuade people to buy a product or services.
Advanced Logo Design Package:
Design2Go's high quality logo design package. This package offers you a wider variety of choice & allows a greater number of revisions. Free business card design is included.
Aliasing:
Aliasing is a technique used for bitmap file display to make diagonal edges look smoother.
Animation:
The use of drawings, puppets, models or 3D graphics in moving pictures to make them move and appear to be alive. Design2Go also offers 2D and 3D animation services, email the studio for further details.
Artwork:
The creation of pieces of art such as illustrations or graphic design.
Ascender:
The part of a lower case letter that extends higher than the x-height. i.e. the upper vertical stems seen in the letters b or h.
B
Baseline:
An invisible line on which the main body of letters sit.
Basic Logo Design Package:
Design2Go's basic web-only logo design package. Ideal for web-based businesses. Fully optimised for the web.
Bitmap Image:
An image that is made up of a group of individual screen dots or pixels to make up the picture. These images are usually only suitable for photography or web graphics. Increasing the size of a bitmap image causes the pixels to enlarge, which loses quality and causes the image to become pixilated. Bitmap images need to be saved and set to a specified size and resolution before the final output.
Bleed:
A method used in print to ensure that the ink is printed to the edge of a page. A bleed is set to ensure that the ink is overprinted around the area, which is later trimmed and cut to size.
BMP:
The Windows bitmap file format (.bmp files) are bitmapped images.
Bold:
A typeface with thick heavy lines such as this.
Brainstorming:
Brainstorming is an informal way of generating ideas for a particular logo design, graphic design or web design concept. Members of the design studio will come together to share ideas.
Brand:
An identifying symbol, words, or mark that distinguishes a product or company from its competitors.
Brief/order form:
Before you begin your design project, you will be send a design brief questionnaire form. This will ask you a series of questions to give us a good basis for conceptualising your logo design concepts.
Briefing:
When you have submitted your design brief your designer will contact you to clarify any briefing details and to answer any further questions you may have about our process. Briefing clarification is to ensure that we have all the possible details to ensure that your logo design truly represents your given company, services and industry.
Brochure:
A small booklet or pamphlet designed by professional graphic designers, often containing promotional material or product information.
C
Characters:
Any individual letter, punctuation, symbol or spaces are referred to as characters.
Clipart:
Pre-designed artwork, which are widely sold and distributed for incorporating and pasting into, documents and other design work. An example of clipart can be seen in some word processing programs such as Microsoft Word. Design2Go will not use any clipart when designing our logos or graphic design project.
CMYK:
CMYK consists of 4 main colours, Cyan, Magenta, Yellow and Key-line (black). CMYK is a standard colour format used in the print industry. Colours are made up using varying percentages of these 4 inks. Graphic designers designing for print will usually use CMYK 4 colour process, as apposed to an RGB colour process, specifically used more for web.
Colour:
The appearance of objects (or light sources) described in terms of a person's perception of their hue and lightness (or brightness) and saturation
Concepts:
An abstract or general idea inferred or derived from specific instances. Concepts are created through a process of brainstorming.
Conceptualize:
The generation and forming of ideas or concepts through the process of brainstorming.
Contrast:
The difference in tone between different colours. The higher the contrast between two colours, the more eye-catching an image becomes. A high contrast example would be that between black and white. Contrast is an important factor to making a great logo or graphic design piece.
Copyright:
The exclusive legal right granted to reproduce, prepare derivative works, distribute, perform, display, sell, lend or rent their creations.
Core values:
Core values are a basic framework you can use to understand, analyze simple beliefs, or rules about what your company represents and how it practices.
Corporate ID Package:
Our amazing value for money Corporate Identity Package is our complete startup for new businesses, consisting of the Advanced Logo Design, Stationery Design Package and our Basic HTML Web Design package.
Corporate Identity:
An identity or image that is incorporated across all marketing and printed materials to create a consistent image associated with a company. Corporate identity consists of many aspects including your logo, colours and typefaces.
Creative:
Artwork or designs, which are characterized by originality, expressiveness and imagination.
Critique:
A critical examination, estimate or thorough analysis of a particular piece of artwork or design work.
Cropping:
A process of removing the outside edges of a photograph to remove any irrelevant background content.
D
Descenders:
The part of a lower case letter that extends below the x-height i.e. the lower vertical stems seen in the letters y and j.
Design:
The arrangement of lines, shapes, text and images, to visually and creatively communicates an idea or message.
Designer:
An artist trained to communicate a message or idea in a visual form.
Design Process:
The process taken by graphic designers to create any artwork or design work. To look at our design process click here.
DPI:
Dots Per Inch. DPI refers to the resolution of an image. I.e. an image saved at a lower resolution of 72 dpi would be suitable for the web and a higher resolution of 300 dpi is standard for print.
E
Emblem:
A picture of an object which is used to represent a particular person, group or idea.
Enhanced Logo Design Package:
Design2Go's logo design package. Ideal for start-up companies and small businesses on a budget. Web & print ready.
EPS:
Encapsulated PostScript, EPS is a vector file format designed for printing to PostScript printers. Commonly used for printing high-resolution illustrations and vector based files formats.
F
File Format:
A file format defines how an application stores information in a file. When a file is saved the application will automatically give the file a filename extension such as .ai, .psd. jpg etc. This enables you and the computer to differentiate between different file types or file formats.
Flash:
Macromedia Flash is a vector graphic animation program that allows you to create flash graphics, buttons and animations and to integrate them onto your website.
Font:
A style of type within a specific typeface, which includes a complete character set, such as letters, number s and punctuation at a specified point size (10, 12) and style (bold, italic).
Four-colour process:
The four colours of ink used by a printer to create the entire spectrum of colours. Four-colour process uses CMYK, which is explained above.
Freehand (.fh files):
Macromedia Freehand is another vector graphics program used by Design2Go to design our logos.
Freelancers:
A self-employed person working in a profession or trade working independently or as a paid full time freelancer to working for a specific company.
G
GIF:
The Graphics Interchange Format is a low resolution, low file size file format commonly used to display indexed-colour graphics for the web.
GIF Animation:
A GIF image that can be animated by combining several images into a single GIF file.
Gradient:
A gradient is a gradual transition of colours. Gradients often create the feel of depth.
Graphic Designer:
An artist trained to communicate a message or idea in a visual form.
Greyscale:
A range of gray shades from white to black.
H
Halftone:
A reproduction of a photograph or other image in which the various tones of gray or colours are produced by various sized dots of inks.
Harmonise:
To bring a selection of colours together, which when together, complement each other.
Hobbyists:
The graphic design and web design industries are full of hobbyists. Laypeople that have access to design software who offer forms design services. Although often quite cheap, hobbyists often do not have the skills or experience to create good quality, long lasting logo designs.
Hue:
A colour or shade. Hue is measured as a location on a colour wheel, expressed in degrees. Hue is also understood as the names of specific colours, like blue, red, yellow, etc.
I
Icon:
A pictorial representation of an image or object. See Iconic/Symbolic based logo.
Iconic/Symbolic based logo:
Either an uncomplicated logo style that can be a symbol or some form of abstract representation of your company that can stand-alone or be put together with your company name.
Identity:
A collective aspect of the set of characteristics by which a thing is recognizable or known.
Illustration:
A picture or diagram created to explain or clarify a concept. Illustrations can be conceptual, abstract or realistic.
Illustrative/text based logo:
A combination of a logo that includes some form of illustration, whether this is a direct representation of your company or a theme based on your company name is up to you and your logo designer.
Image:
An imitation, representation, or similitude of any person, thing, or act, sculptured, drawn, painted, or otherwise made perceptible to the sight.
Italics:
Italics are a sloping or slanting forward of typefaces i.e. italics.
J
JPEG:
Stands for Joint Photographic Experts Group. File format for full-colour and black-and-white graphic images particularly photography.
Justified:
Justification forms a straight line by aligning text vertically on the left, right or both margins.
K
Kerning:
Kerning refers to the space between letters or characters. Adjusting kerning can bring the letters further together or separate them further apart.
L
Layout:
A way in which the placement of all the elements, images and text etc., can be arranged and laid out before final output.
Leading:
Leading refers to the amount of blank space in between lines of text. Leading is generally measured from baseline to baseline.
Line art:
Black-and-white artwork with no gray areas.
Logo:
A symbol or design, which is used to represent and reflect a company's product or service. Logo design styles
Logo packages:
Design2Go has a range of logo design packages, specifically created to suit any kind of business looking for high quality logo design at affordable prices. To see a range of our logo design package click here.
Logo-style:
A logo style is a type of logo design. There a 3 main styles of logos. An illustrative logo, a symbolic/iconic logo and an typographical logo. Click on the appropriate styles to find out more.
Lower Case:
The small, non-capital letters in a font of type.
M
Marketing:
The process responsible for identifying, anticipating and satisfying consumers' requirements profitably.
Mascot/Character:
Memorable, light hearted fun way to represent your company. Character, animal or other illustrative or cartoon figure which is often integrated into a logo or identity, can be used across all media formats and marketing promotions.
Maya:
A popular software package used for creating 3D graphics, animations and CGI. Design2Go are able to create 3D graphics/characters and animations. Contact the studio for further details.
O
Off-the-peg:
A piece of artwork or design, which is sold and distributed many times over. A logo design, a piece of graphic design or web design which although maybe cheap is not unique.
Opacity:
The quality that defines how much light passes through an object's pixels. If an object is 100 percent opaque, no light passes through it.
Outline:
The tracing of the outer edge of text or a graphic image.
Outsourcing:
Often in the design industry, it is necessary to outsource work to other artists or designers. This may be in the form of contracting illustrators and photographers, or other graphic designers if workload becomes excessive. Design2Go may on occasion outsource work when our design studio is exceptionally busy. However the majority of our work is designed by us within our own studio, we do not farm out our work to offshore companies.
P
Paypal:
To ensure that your payment is made safely we use Paypal as a secure online payment processor.
PDF:
Portable Document Format. Created by Adobe Systems in its software program Adobe Acrobat as a universal browser. Files can be easily downloaded and viewed, provided that you already have Acrobat Reader installed on your computer. Design2Go will send you a copy of your logo concepts as a pdf file for review. If you do not have Acrobat Reader on your computer, please inform your designer, who will either help you download it, or send your design concepts in a different format.
Photoshop:
A raster-based professional image-editing and graphics creation software from Adobe. Design2Go do not use photoshop to create logo designs, unless specifically requested.
Pixelated:
Describes an image in which individual pixels are apparent to the naked eye. Typically, the separate square pixels in bitmapped images such as Gifs do not appear individually. When the image is displayed too large or at a low resolution the image becomes pixelated (this is sometimes done purposely for special effect).
PMS:
Pantone Matching System (PMS) is a numbering system for identifying over 3,000 colours. Pantone is a standard colour format within the print industry and is mostly used on 1 or 2 colour artwork.
PNG:
(Portable Network Graphics format) This lossless compression format is used to display high colour graphics such as photographs on the internet.
Point:
The standard unit of type size of which there are 72 to the inch. Point size measured from the top of the ascender to the bottom of the descender.
Portfolio:
A book or website of previous or best examples of design work. You can find our design portfolio of previous logo design, graphic design and web design examples here.
Primary Colours:
Colours developed from red, green, and blue.
Print-ready:
Artwork or design work which is set by the graphic design to standard print specifications.
R
Raster Graphics:
See Bitmap images.
Readability:
Readability refers to how easy it is to read text within any design or artwork .
Re-branding:
Re-branding is the process by which a product or service developed with one brand or company is marketed or distributed with a different identity. This may involve radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. On the other hand, it might involve merely superficial changes.
Re-design:
Making changes to or improving upon already existing design or artwork. If you would like a simple re-design of an already existing design why not use our request a quote page, and let us quote you a price.
Resolution:
The measurement used to express quality of output. Measured in dots per inch (DPI), the greater the number of dots, the smoother and cleaner appearance the character/image will have.
Revisions:
Revisions are changes you make to your chosen concept. Design2Go offer a different amount of revision stages, dependent on your chosen design package. At each stage you are able to make any changes to your concept, i.e. colour, font or minor illustrative changes.
RGB:
Red, Green and Blue. Colours that are produced by emitting light, as on a video monitor, As apposed to absorbing it, as with ink on paper.
S
Sans Serif:
A style of typeface without serif that does not have the slight projections that serif fonts have. Common sans serif typefaces include Arial, Helvetica, and Verdana.
Saturation:
The colour intensity of an image expressed as a degree to which it differs from white. A high-saturated image will appear very bright and a low saturated image will appear to be duller and more neutral.
Serif:
A style of typeface that has a slight projection finishing off a stroke of a letter. Common serif typefaces include Times, Garamond, and Palatino.
Small Caps:
A set of capital letters, which are smaller than standard and are equal in size to the lower case letters.
Spot Colour:
Spot colour refers to colours that are solids and aren't made up of CMYK values. The Pantone Matching System (PMS) is the most well known system of spot colours used in graphic design.
Stationery Design Package:
Design2Go's stationery design package. Includes: Business Card Design, Letterhead Design, Compliment Slip Design and a MS Word Fax header Design.
Stock Photos or Images:
Photos, graphic images, or other intellectual property that is sold for a single standard fee and may be used repeatedly by the purchaser.
Swatch:
A collection of colour samples.
Symbol:
Something that represents something else by association, resemblance, or convention, especially a material object used to represent something invisible.
T
Target Audience:
A specified audience or demographic group for which an advertising message is designed.
Template:
A set of pre-designed formats for text and graphics on which new pages of websites and logos can be based.
TIFF:
Tagged Image File Format. A program-independent graphics file format. Compatible with both Windows PC and Macintosh.
Trademark:
A word, symbol, design, or slogan legally registered or established by use as representing a company or product.
TrueType fonts:
The fonts that print as vectors or bitmaps. TrueType fonts print as seen on the screen and can be resized to any height.
Turn-around:
The time taken from commencement of logo design project to the delivery of concepts, revisions or final artwork.
Typeface:
A typeface contains a series of fonts. For example, the typeface Arial contains the fonts Arial, Arial Bold, Arial Italic and Arial Bold Italic. Other independent parameters are size, boldness, and italics.
Typography-based:
A font based logo with either no image, or a very small symbol or icon integrated into the text. Commonly mostly used for companies who are looking to create a brand.
U
Unique Selling Points:
The unique product benefit that the competition can not claim.
Uppercase:
Uppercase letters refer to the capital letters usually seen at the beginning of sentences.
V
Vector Graphic:
A graphic image drawn in shapes and lines, called paths allowing for easier scaling and storage. Images created in Adobe Illustrator and Macromedia Freehand (vector graphic design programs) are vector graphics.
Z
ZIP:
A file, which consists of a compressed archive file, encoded in ZIP format. Files and folders are compressed and reduced in size, for electronic transferral. Files can then be easily un-compressed with no loss of data or quality.
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