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.

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.