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Glossary
Brand Endorsement: The NUS logo appears
as the secondary identity, with the faculty/department's logo/name
taking centrestage.
Coat of Arms: Granted by the College
of Arms, the coat of arms is a heraldic insignia or device, used
by a corporation or institution to distinguish itself apart from
another.
Colourway Alternatives: The different
coloured versions of the NUS logo are available for downloading.
EPS (Encapsulated Postscript) : A universal
computer file format used for vector artwork (mathematically based
line art) or raster art (pixel-based art).
EPS files are "vector graphics" files that can be easily
edited and re-sized without losing image quality in vector graphics
software such as Adobe Illustrator, Adobe Photoshop and Freehand.
Identity: The Identity is a collection
of communication tools that work together to create an image for
an organisation. The NUS identity system includes the identity (symbol
and namestyle), colour palette and corporate typeface.
JPEG (Joint Photographic Experts Group):
A data compression technique for colour images. It reduces file
sizes to about 5% of their normal size, resulting in loss in data.
JPEG files are not print ready and best used for screen views.
Leading: Refers to the vertical space
between lines of text.
Mother Logo: Refers to the main or primary
logo.
Namestyle: "NUS" together
with the words "National University of Singapore" make
up the namestyle of the NUS logo.
Pantone Matching System (PMS): A widely
used proprietary system for specifying spot colour in percentages
of eleven standard colours with the use of a Pantone name or number.
This ensures that the right colour is obtained in print even though
the colour may not look right when displayed on a computer monitor.
Each PANTONE colour has a CMYK (Cyan, Magenta, Yellow, Black) or
process colour equivalent.
Paper
Coated paper: A shiny, varnished paper.
Uncoated Paper: Unvarnished paper, usually has a higher ink absorption
rate than coated paper.
Process Colour (CMYK): Short for Cyan-Magenta-Yellow-Black,
CMYK is a colour model in which all colours are described as a mixture
of these four process colours. CMYK is the standard colour model
used in offset printing for full-colour documents. Because such
printing uses inks of these four basic colours, it is often called
four-colour printing.
RGB: Display devices (eg. computer monitors)
generally use a different colour model called RGB, which stands
for Red-Green-Blue.
Tracking: The average space between
characters in a block of text. Sometimes also referred to as letter
spacing.
Typeface: A full set of fonts within
a type family that is designed to work together. The primary corporate
typeface for NUS print materials is Frutiger (Verdana can be used
when Frutiger is not available) with Times New Roman as a secondary
corporate typeface. For the NUS website, Verdana font is used throughout.
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