Artwork
All illustrated material, ornamentation, photo, logo, or chart that is prepared for graphic reproduction.

Camera Ready Copy
Final publication material that is ready to be made into a negative for a printing plate. This may be a computer file or actual print of images on a board.

Cropping
The elimination of parts of a photograph not required to be printed. Cropping allows the remaining parts of the image to be enlarged to fill the space.

Digital
A piece of information recognizable, manipulate-able and can be stored, on a computer.

Digital Proof
Colour separation data is digitally stored and then exposed to colour photographic paper creating a picture of the final product before it is actually printed.

Die
An engraved stamp used for impressing an image or design.

Die Cutting
The unit of measurement used to describe the resolution of printed output. The most common desktop laser printers output a 300 dpi. Medium-resolution printers output at 600 dpi. Image setters output at 1270-2540 dpi.

DPI (Dots per Inch)
The unit of measurement used to describe the resolution of printed output. The most common desktop laser printers output a 300 dpi. Medium-resolution printers output at 600 dpi. Image setters output at 1270-2540 dpi.

Drop Shadow
A shadow image placed strategically behind an image to create the affect of the image lifting off the page.

EPS (Encapsulated Postscript File)
This is a sophisticated file format for capturing precise image and text, like PMS colour information. Because of the mathematical basis for building the format, .eps files are the most reliable method for communicating artwork.

File Format
A file format defines how an application stores information in a digital file. When you name a file, an application automatically appends a filename extension, usually three characters in length; for example, .cdr, .bmp, .tif, and .eps. This filename extension helps you and the computer differentiate between different file types or file formats.

Halftone Screen
In traditional publishing this is the screen through which a continuous-tone image is photographed. It is measured in lines per inch. Although digital halftones are not actually photographed through a screen the term is still used to describe the size of the dots, the larger the dots (fewer lines per inch), the more grainy the image. Special screens can be used for special effects.

Identity Package / Identity Suite
An artwork series designed and developed to represent the essence of your organisation. These packages usually include elements such as a logo design, letterhead (stationary) and business cards, as well as other collateral pieces such as brochures or newsletters.

Jpeg
This is one of the two file formats we require your artwork to be presented in. A .jpeg is a standard format developed by the Joint Photographic Experts Group, allowing the transfer of files between a wide variety of platforms, using superior compression techniques. JPEG supports 8-bit greyscale and colour depths up to 32-bit CMYK.

Logo
A logo is a symbol, mark, or identifying name.

PDF - Portable Document Format
This file format is designed to preserve fonts, images, graphics, and formatting of an original application file. Using Adobe Acrobat Reader and Adobe Acrobat Exchange, a .pdf file can be viewed, shared, and printed by PC, UNIX, and Macintosh users.

Proof
In commercial art and printing a mock-up from the designer or the printer is produced to allow the client to review the final layout and make any necessary changes before the final piece is printed, produced or published on the web.

Resolution
The amount of detail and information that a image file contains, as well as the level of detail that an input, output, or display device is capable of producing.

Trademark
A design that has commercial value or recognition and stands as a symbol for a product or company.

URL - Uniform Resource Locator
This is the unique address that defines where a web page is located on the Internet.

Vectored Artwork
This is a process in creating artwork to protect fonts. Fonts that have been used in a logo are made into an outline. This prevents any errors happening with fonts conflicting or going missing resulting in type not coming out as expected.

Vectored EPS
This is one of the two file formats we request your artwork to be presented in. This format ensures that your artwork is stable, PMS colours are defined, fonts are outlined, and nothing is left up to interpretation. This is The Logoers requested file format for all logos.

Watermark
A watermark is a translucent logo usually embossed during papermaking. It is also known as a translucent image on a website page or printed on to a document.