industry has its terms and acronyms. And if you don’t
use them right, things can go wrong. You don’t say VFR
when you mean IFR. Or altitude when you mean attitude.
Language matters. A lot.
When you work with a
marketing agency such as Greteman Group, no planes fall from
the sky if you misuse the term “font” when you really mean
“typeface” or “DPI” when you meant “PPI.” But you could miss
deadlines or rack up expenses from extra rounds of revisions.
It saves time and
money when both sides communicate correctly. Here are some terms we
often hear misused. (Not that you would ever do that.)
Be very clear when working
with a designer if you prefer a wordmark for your logo
- A logo is a graphic element used to identify a company,
business, organization or an individual. Design for logos run
the gamut from the simple styling of a name to a configuration
of artistic elements. Usually the simpler, the better.
- The design relies solely on the name, which is represented by
distinct textonly typography. All wordmarks are logos, but not
all logos are wordmarks. FlightSafety International is an
example of a wordmark.
Both wireframes and protypes
serve roles within website development
- This basic, big-picture tool provides value early in a digital
project’s design phase. Think of a wireframe as you would a
blueprint, visual in nature, allowing a project to be plotted
and sketched. This non-interactive concepting begins the
dialogue of the preferred direction and vision to avoid costly
changes later on.
- This advanced, interactive phase of a website design maps out
the user interface (UI). Much more detailed than a wireframe,
the prototype allows you to better understand functionality and
design choices before dollars and time are spent on coding.
It’s a federal crime to use a
registered trademark symbol without first registering it. Avoid fees
or jail time by knowing the difference between trademark and
- If no trademark application is filed or pending, adding ™
simply establishes the owner’s common-law rights even without
registration. The trademark symbol can also be used to denote
that a state or federal registration application has been
granted, or is pending.
- This valuable symbol communicates that the owner has
registered the preceding word or symbol with the U.S. Patent and
Trademark Office. We visit the
website often to ensure we
stay on the right side of the legal process. A place we always
want to be.
Think of these in simple
terms: a font is what you use; a typeface is what you see
- A family of elements that display specific typestyle design.
What most people mistakenly refer to as a “font” is actually a
typeface. All those times you declared your devotion to the
classic lines of Times New Roman as your “favorite font,” you
actually meant “favorite typeface.”
- A specific size and weight of a typeface. In the phrase,
“10-point, bold Times New Roman,” 10-point and bold refers to
the specifics of the font – or the production of – the typeface
Times New Roman.
Resolution quality in print
and electronic formats are measured by dots or pixels per inch
- To achieve a sharp printed image, 300 dots per inch is the
typical standard. Meet stated specifications or the production
house will shrink or enlarge your design, affecting your
finished product. Typically, the higher the DPI, the better the
tonal quality and more accurate the color.
- Pixels per inch determine the sharpness of a digital image on
a computer monitor or TV screen. Standard usage for web images
is 72 PPI. If you have too few pixels per inch you’ll see jagged
edges and perhaps even the large, individual pixels. Not good.
If you’re needing to
modify creative, don’t send an EPS. Instead, send as an
- No one ever says, “Send me an ‘Encapsulated PostScript’ file.”
It’s a mouthful. Just remember, an EPS file has compressed
vector images that cannot be edited once saved as a JPG, PNG or
GIF. An EPS can contain both text and graphics and almost always
include a preview image for onscreen display.
- Adobe Illustrator file formats
contain uncompressed content that is editable. Photoshop,
Microsoft Word, TIFF, JPEG and many other formats can be opened
or placed in AI. It represents single-page, vector-based
drawings in relatively small file sizes.
Choose the right file
format to ensure the image renders correctly
- Both EPS and AI are vector files. Vector graphics are made up
of hundreds of thousands of paths (lines and curves). Digital
images are created through a sequence of commands that place
shapes in a two- or three-dimensional space. A huge benefit of
vector files: they can be sized and scaled endlessly without
losing resolution. Note, a vector image will always look smooth
(non-pixelated) no matter how closely you zoom in. Text is a
common vector image.
- Raster graphic images use a dot matrix of points of color, or
pixels. Together, they form what’s frequently called bitmap
images. Look at them closely, especially around the edges, and
you can see square outlines of each pixel. Raster files are
often larger than vector files as they can have high dots per
When you want to
adjust a color, saying tint or tone can lead you down
- A tint is a lighter color of a hue, created by adding white.
Just make sure a lighter version is what you’re after – and not
a completely different color – so there’s not time lost on a
- You know the saying, “Tone it down.” The addition of gray
deepens, or darkens a color. The hue remains unchanged. Just the
chroma, or colorfulness shifts.
Thanks for reviewing this
quick refresher on common creative terms and using them correctly.
Meanwhile, we’ll return the favor by knowing a spoiler from an
Business Aviation News | 6th July 2017 | Issue #423
- your weekly business and executive aviation news - every