Anchor - a piece of text that can be the target of a hypertext link.

Boldface - a heavier version of a typeface.

CMYK (Cyan, Magenta, Yellow, Black) - the subtractive primaries, or process colors, used in color printing. Black (K) is added to enhance color and contrast.

Column width - the measurement from the left to the right side of a column of type.

Contract paper - less expensive paper that is readily available from vendors who are under contract with the state of Kansas.

EPS - (Encapsulated Postscript) - a vector graphic file used for printed publications.

Flush left (or flush right) - type set up to align at the left (or right).

GIF (Graphics Interchange Format) - a file format popular on the World Wide Web because of its small size. Limited to 256 colors, therefore not generally suitable for printing.

Gutter - the blank area between facing pages or between columns on a page.

Halftone screen - printing devices that control tonal and density values of an ink color.

Identification program - a program that establishes a standard for an institution's identity and conveys strategies, methods and standards for communications activities.

Identity mark - any of the words, pictures or combinations thereof that identify a business or institution.

Identity standards manual - a manual that promotes consistency in the identity projected by an institution. The manual is a tool intended to help achieve a more effective and cohesive identity for the institution.

Indicia - markings on bulk mailings used as a substitute for stamps or cancellations (most will be a non-profit mailing).

Institutional colors - the combination of colors chosen to represent the institution and used wherever possible.

Institutional identity - the totality of all visual impressions of an institution. This includes, but is not limited to, the institutional trademark, stationery, color, advertising, publication packages and vehicle graphics.

Integrated marketing - Marketing is the theory and practice of creating and sustaining exchange relationships. Traditionally, it involves price, product, place and promotion. To be successful, marketing must build and sustain honest relationships over time so that the desired transactions will follow. Integrated marketing focuses on a holistic approach. It combines the power of marketing, advertising and public relations and involves the entire organization in communicating a consistent message designed to produce strategic results. (Definition adopted by the Integrated Marketing Committee.)

Intranet - in FHSU's case, this refers to the local area network.

Italic - type in which the letters are slanted to the right.

Kerning - the adjustment of horizontal spacing between individual letters.

Leading - the vertical spacing between lines of type.

Logo - the name, trademark or symbol of a company or institution, such as FHSU.

Mascot - the symbol of a group of people, whether the group is an athletic team or other organization.

Monarch - paper with dimensions of 7 inches by 10 inches.

Pantone Matching System (PMS) - a commonly used system for specifying ink colors.

Pica - a unit of measure equaling 12 points. Six picas equal one inch.

Point - the standard unit of measure for type. There are 72 points to the inch.

Ragged - lines of type set with either the left or right edge uneven.

Reversed out - changing something from black to white or white to black.

Roman (regular) - type that has a vertical emphasis (compare to italic).

Screen patterns - specific combinations of halftone screens.

Signature - the institution's name and seal used as a unit in a variety of arrangements to identify the institution, its divisions or activities.

TIFF (Tagged Image File Format) - a high-quality graphics file format suitable for desktop publishing and printing and capable of retaining information about various color depths and resolutions.

Trademark - a word, name, symbol, device or any combination of these used by an institution or corporation to distinguish a product or service from those of competitors. It it usually registered and protected by law.

Type family - all the variations of one base style of typeface design.

URL (Uniform Resource Locator) - a web site address.

White space - the space between or surrounding visual elements and text blocks. It should be used as a design element.