Official University Visual Identity Guidelines
Glossary of Terms
Bleed
The extra area of graphics beyond the usual margins of the printed page, giving the impression of images that run off the page.
Brand
An organization's brand is the conceptual and emotional essence of the relationship that the organization has with its publics. It is the promise that the institution makes to its constituents, audiences, and consumers. The brand is a shorthand for the connection between the publics and organization. A brand is the sum total of all the impressions people can experience about a company or products. Branding is often confused with "corporate identity" or "corporate image."
Identity
Corporate identity refers to a company's name, logo, tagline, or slogan, or all of these together -its visual expression or its "look." Brand identity increases awareness of and builds the institution. It means the brand is memorable, recognized, meaningful, and valuable. It is an asset that needs to be managed, nourished, and leveraged.
Image
Image is the public's perception of a company, whether that perception is intended or not.
Mark
A mark is a specially designed visual element used by an organization as its primary identifying tool. The mark is the public's entry point to a brand.
Resolution
The ability to see clearly, and distinguish between, the various parts of an image. The more dots per unit of area in an image, the higher the resolution of that image. Low-resolution images are difficult to enlarge without details becoming lost or blurred.
Screen/Tint
A percentage of 100% color.
Service Mark
A service mark performs the same functions as a trademark, but does so with respect to services.
Trademark
A trademark is a word, symbol, design, or slogan (or combination of these elements) used by an entity in situations to identify its products and services and distinguish them from those of its peers and competitors.
Wordmark/Logotype
A logotype is a brand mark that is literal, word-driven, and conceptually simple. A wordmark is one step closer to a more symbolic and nontypographic treatment of a brand mark.