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Logo & Stationery Design
Glossary
E Company Logos want to provide
you with the most comprehensive information
about
the concepts related to Logo Design and Stationery
design.
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S
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Saddle stitch:
The binding of booklets or other printed materials
by stapling the pages on the folded spine; also
called saddle wire.
Safety paper: A paper that
shows sign of erasure so that it cannot be altered
or tampered with easily.
Sans serif: A typeface that
does not have serifs. Generally a low-contrast
design. Sans serif faces lend a clean, simple
appearance to documents.
Saturation: The purity or vividness
of a color, expressed as the absence of white.
A color that has 100% saturation contains no
white. A color with 0% saturation is a shade
of gray.
Serif: Small decorative strokes
that are added to the end of a letter's main
strokes. Serifs improve readability by leading
the eye along the line of type.
Satin finish: A smooth, delicately
embossed finished paper with sheen.
Scaling: The enlargement or
reduction of an image or copy to fit a specific
area.
Scanning: A process that uses
electronic equipment to create a digital file
from any original. BMC can scan negatives and
slides in all sizes, flat art pieces or X-rays.
Scoring: To impress paper with
a rule for the purpose of making folding easier.
Screen: Gray or other tint
created by using a percentage of a color
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Screen font: low-resolution
(that is, screen resolution) bitmaps
of type characters that show the positioning
and size of characters on the screen. As opposed
to the printer font, which may be high-resolution
bitmaps or font outline masters.
Screened print: A photo print
made by using a halftone negative; also called
a velox.
Script: connected, flowing letters resembling
hand writing with pen or quill. Either slanted
or upright. Sometimes with a left-hand slant.
Scum: Unwanted ink marks in
the non-image area.
Serif: in a typeface, a counterstroke
on letterforms, projecting from the ends of
the main strokes. For example, Times or Dutch
is a serifed typeface. Some typefaces have no
serifs; these typefaces are called sans serif.
Set width: in typography, the horizontal
width of characters. Typefaces vary in the average
horizontal set width of each character (for
example, Times has a narrow set width), and
set widths of individual characters vary in
typeset copy depending on the shape of the character
and surrounding characters.
Sharpen: To decrease the dot
size of the halftone, which in turn decreases
the color strength.
Show through: A problem that
occurs when the printing on one side of a sheet
is seen from the other side.
Sidebar: in newsletter/magazine layout,
a related story or block of information that
is set apart from the main body text, usually
boxed and/or screened.
Signature: A printed sheet
with many pages on it that is folded so that
the pages are in their proper numbered sequence,
as in a book.
Skew: To slant an object vertically,
horizontally, or both.
Small caps: capital letters
set at the x-height of the font.
Smoothness: That quality of paper defined
by its levelness that allows for pressure consistency
in printing, assuring uniformity of print.
Soft dot: An excessively large
halo around a dot in a photograph that causes
a fringe that diminishes the dot intensity.
Solarization: a photographic image in
which both blacks and whites appear black, while
midtones approach white.
Solid: lines of type with no space between
the lines (unleaded).
Spiral bind: A binding whereby a wire
or plastic is spiraled through holes punched
along the binding side.
Spot color separation: for offset printing,
separation of solid premixed ink colors (for
example, green, brown, light blue, etc.); used
when the areas to be colored are not adjacent.
Spot color separations can be indicated on the
tissue cover of the mechanical, or made with
overlays.
Spread: in a double-sided document, the
combination of two facing pages, which are designed
as a unit. Also, the adjacent inside panels
of a brochure when opened.
Standing elements: in page design, elements
that repeat exactly from page to page,
not only in terms of style, but also in terms
of page position and content. The most commonly
used standing elements are page headers or footers,
with automatic page numbers.
Standoff: the amount of space between
a clock of text and a graphic, or between two
blocks of text that wrap.
Step and repeat: A process
of generating multiple exposures by taking an
image and stepping it according to a predetermined
layout.
Stet: A proofreader's symbol
that is usually written in the copy margin,
that indicates that the copy, which was marked
for correction, should be left as it was.
Stress: in a typeface, the axis around
which the strokes are drawn: oblique (negative
or positive) or vertical. Not to be confused
with the angle of the strokes themselves (for
instance, italics are made with slanted strokes,
but may not have oblique stress).
Stock photography: Photographs
of people or things that can be purchased for
use in print or on the web.
Storyboard: A series of small,
rough sketches that are used to plan the different
story scenes in a video production or advertisement.
Each scene includes the script and headlines
that will be used.
Stroke weight: in a typeface, the amount
of contrast between thick and thin strokes.
Different typefaces have distinguishing stroke-weight
characteristics.
Style sheet: in desktop publishing program,
style sheets contain the typographic specifications
to be associated with tagged text. They can
be used to set up titles, headings, and the
attributes of blocks of text, such as lists,
tables, and text associated with illustrations.
The use of style sheets is a fast and efficient
way to insure that all comparable elements are
consistent.
Subpaths: Paths that are part of one object.
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Subhead: a secondary
phrase usually following a headline. Display
line(s) of lesser size and importance than the
main headline(s).
Subscript: a character slightly smaller
than the rest of the font, set below the baseline;
used in chemical equations and as base denotation
in math, and sometimes as the denominator of
fractions.
Superscript: a character slightly smaller
than the rest of the font, set above the baseline,
used for footnote markers and sometimes as the
numerator of fractions.
Swatch: One of a series of
solid-colored patches used as a sample when
selecting color. A printed booklet of swatches
is called a swatchbook. Swatch also refers to
the colors contained in the Color Palette.
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