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Glossary

Adobe Illustrator ™
Software used for creating high-resolution, vector-based graphics.
Adobe Photoshop ™
Software used for working with digital imagery, including photographs. Used to edit, retouch, and prep images for publishing on the Web and in print.
Anti-alias
To diminish the stairstep-like lines in images that should be smooth, by surrounding the jagged edges with shades of color.
Background color
The area of a display screen or printed area not covered by characters and graphics. For web publishers, Logo Lab helps determine the right artwork to use with your background color.
Bit map
A representation of graphic images as rows of dots. The value of each dot (whether it is filled in or not) is stored in computer memory as bits of data (0 and 1, or On and Off). The density of the dots, known as the resolution, determines how sharply the image is represented. This is often expressed in dots per inch (DPI) or simply by the number of rows and columns, such as 640 by 480.
Certificate
An electronic 'key' that a secure server checks for before allowing a user access. More information on obtaining certificates at MIT is available.
CMYK (Cyan Magenta Yellow Black)
Inks used in the four-color offset printing, abbreviated as CMYK, with black symbolized as 'K'.
Color palette
A limited selection of colors used by an organization as part of a graphic identity system.
DPI (Dots Per Inch)
Resolution that varies across media. For print, image files are optimized at 300 DPI. For the Web (GIF and JPEG file formats), files are optimized at 72 DPI, the number of pixels across one inch of most monitors.
Duotone
A black and white photograph that has been printed as a two-color halftone.
EPS (Encapsulated Postscript)
A universal computer file format used for vector artwork (line art that is created using mathematical equations). EPS files are scalable and can be made larger or smaller without losing file information.
Font
A specific typeface, such as "Times Roman" or "Verdana."
GIF (Graphics Interchange Format)
A universal computer file format used for raster, or bit map, artwork, primarily for the Web.
Graphic identity
A set of visual elements that work together systematically to represent an organization in a variety of printed, online, or fabricated materials such as brochures, stationery, and signage. Usually includes fonts, color palette, use of imagery, and a typographic treatment and/or a logo.
Halftone
An image that has been reproduced in one color, using a screen, a fine pattern of printed dots to give the effect of shading.
Hex number
Also known as "hexadecimal." Refers to the base-16 number system, which consists of 16 unique symbols: the numbers 0 to 9 and the letters A to F. Used for specifying colors on the Web.
Identity
For institutions, refers to the culture, value, goals, and mission that make it unique and express its fundamental characteristics and personality.
JPEG (Joint Photographic Experts Group)
A compression technique for color images that can reduce files sizes to about 5% of their normal size. Some detail is lost in the compression.
Logo
Part of a graphic identity system, a logo is a symbol that embodies elements of an organization such as values, goals, mission, and culture.
Logotype
A word mark made up of a specific or stylized typeface. Sometimes used as a logo.
Pantone Matching System (PMS)
A numbered color system that printers and designers use to indicate color choice. For more information, visit the Pantone website.
PDF (Portable Document Format)
An Adobe Acrobat computer file format, often used for desktop printing or on-screen viewing. Convenient for sharing and sending images or letters via email.
Pixel
Short for Picture Element. A single point in a graphic image. Monitors display pictures by dividing the display screen into thousands (or millions) of pixels, arranged in rows and columns. The pixels are so close together that they appear connected.
Process colors
Cyan, magenta, yellow, and black inks (abbreviated as CMYK, with black symbolized as "K") used in the four-color offset printing process.
RGB (Red Green Blue)
The colors used in computer monitors.
Screen
A fine pattern of printed dots used to achieve varying tints of a color or to create a halftone image. Frequently used for printing photographs or printing shades of color.
Template
An electronic document with preset margins, typography, and/or artwork, including stationery in MS Word and presentation slides in PowerPoint.
TIFF (Tagged Image File Format)
A universal computer file format used for raster artwork.
Typeface
A full set of letterforms designed to work together.
Typography
The selection of typefaces and arrangement of type in a composition.
Vector graphic
Images created with software that uses geometrical formulas to represent images. The other method for representing graphical images is through bit maps, in which the image is composed of a pattern of dots or pixels. Vector-oriented images are more flexible than bit maps because they can be resized and stretched without losing file information.
Web-safe colors
216 colors that appear consistently, without breaking up and dithering, across web browsers and across computer platforms.

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* Definitions on this page were gathered from resources listed above.

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If you don't find the explanation you're looking for, try the additional resources listed at the bottom of the page. Still puzzled? Consult with an advisor at MIT Communication Production Services.