Glossary
The glossary section aims to list and explain some of the technical terminology used throughout the Age Concern Brand Guidelines.
A | B | C | D | E | F | G | H | L | M | P | R | S | T | U | V | WA
A Sizes - An international paper size governed by the International Standard Organisation. A4 = 297 x 210mm. The A series is the most common range of paper.
Arial - A name of a family of typefaces.
Artwork - The base materials from which printing films and plates are produced.
B
Baseline - An imaginary line on which most of the lower case letters rest.
Brand - A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service.
Brand Principles - Expression of the core beliefs and attitudes of behind the brand.
Brand Values - Expression of the brand's 'personality' in a way that is clear, relevant and compelling.
C
Cap Height - The height of an upper case letter, e.g. A.
Coated / uncoated - Coated is a general term used for paper on which the surface has a coating applied which gives a smooth finish; uncoated paper does not have this extra coating applied.
Copyright - The legal protection of something which stops others using it or copying it.
Cropping - Selecting an area of a photograph or illustration to fit into a defined space.
D
Duotone - A halftone printing process in two colours, usually black and one other colour.
E
EPS - Encapsulated Postscript. This is a format that is supported by almost all illustration and page-layout applications.
F
Federation Line - A line of legal information that can be used instead of the registered charity number on materials that are used exclusively in the federation by more than one Age Concern, e.g. 'Age Concern is a federation of registered charities.'
Four-colour - A printing method using the four process colours - cyan, magenta, yellow and black.
Full Colour - A method of printing with cyan, magenta, yellow and black to achieve a simulation of full colour.
G
Graphic Device - A visual element, e.g. a line.
Graphic Styling - A visual collection of elements creating a 'look'.
H
Helvetica - A name of a family of typefaces.
Halftone - A process to reproduce an illustration by photographing it through a fine screen to break it up into dots.
L
Landscape - Format where the width is greater than the height.
Leading - The space between the lines of text from baseline to baseline.
Lower Case - Small letters, e.g. a, b, c.
M
Masterbrand Logo - The words 'Age Concern' expressed as a logo on their own, with no geographical descriptor.
Monotone - A halftone printing process in one colour.
P
pt - Abbreviation for point - a typographical measurement. It is 0.351mm.
Pantone - A worldwide colour matching system for printing ink.
PDF - Portable Document Format. You can view PDF files using the Acrobat Reader software. This can be downloaded for free from Adobe if you do not already have it installed on your computer.
Portrait - Format where the height is greater than the width.
R
Ranged Left - Style of typesetting where a column of text aligns to the left and the right remains ragged.
Ranged Right - Style of typesetting where a column of text aligns to the right and the left remains ragged.
Registered Charity Number - A number given to each charity in England & Wales that has registered with the Charity Commission.
S
Serif and Sans Serif - Serifs are the short lines across the ends of arms and stems of letter in a typeface. Sans Serif typefaces do not have serifs.
Strapline - A message used in conjunction with the Masterbrand or a sub-brand. For instance 'Making more of life'.
Sub-brand - A name, logo and/or design which is used as the focus for perceptions of a product or service which is endorsed by the Masterbrand. Sub-brands never stand alone, but borrow some of the perceptions from a 'parent', e.g. Fight the Freeze.
T
TIFF - Tagged-Image File Format. It is an image format that is supported by virtually all image and page-layout applications. Tiff files support RGB, CMYK and grayscale colour.
Tint - The effect produced by a series of fine dots used to create an even and uniform shading. Tints are measured by percentages which refer to the amount of area covered by the dots.
Tracking - The space between each letter of a word.
Typeface - A complete set of letterforms, numerals and punctuation in a common style.
Typography - The style and composition of type and printing from it.
U
Upper Case - Capital letters, e.g. A, B, C.
V
Visual Identity - The sum of all the visual elements used by an organisation or company to distinguish itself from its competitors.
W
Weight (type) - The boldness or thickness of letters.
