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Custom Logo Design Glossary


Pasteup: the process of preparing mechanicals -- in traditional publishing, positioning and pasting type and graphics on a board (and overlays). In desktop publishing, page-assembly software enables the user to do electronic pasteup.

Panning: A way of viewing specific areas of a drawing that mimics the way you might slide a piece of paper around on a desk

Path: The basic component from which objects are constructed. A path can be open (for example, a line) or closed (for example, a circle), and it can be made up of a single line or curve segment or many joined segments.

Pica: a measurement used in typography for column widths and other space specifications in a page layout. There are 12 points in a pica, and approximately 6 picas to an inch.

Pixel (picture element): the smallest unit that a device can address. Most often refers to display monitors, a pixel being the smallest spot of phosphor that can be lit up on the screen.

PMS (Pantone Matching System): a standard color-matching system used by printers and graphic designers for inks, papers, and other materials. A PMS color is a standard color defined by percentage mixtures of different primary inks.

Point: a measurement used in typography for type size, leading, and other space specifications in a page layout. There are 12 points in a pica, and approximately 70 points to an inch.

Process Color System: With Process color printing, four colors are used (Cyan, Magenta, Yellow and Black) to reproduce a virtually unlimited array of colors. With this color system, you can have virtually unlimited colors in your logo and not have to pay extra.

Pantone Color System: Pantone colors are nothing but premixed inks, like premixed paints at a paint shop. They are not blended combinations of other colors like Process colors.

Posterization: for a halftone, the reduction of the number of gray scales to produce a high-contrast image.

Printer font: high-resolution bitmaps or font outline masters used for the actual laying down of the characters on the printed page, as opposed to display on the screen.

Portable Document Format (.pdf files): is a file format designed to preserve fonts, images, graphics, and formatting of an original application file. Using Adobe Acrobat Reader and Adobe Acrobat Exchange, a .pdf file can be viewed, shared, and printed by PC, UNIX, and Macintosh users.

Portable Network Graphics file format (.png files): is an excellent file format for lossless, portable, and well-compressed storage of raster images. It takes up a minimum amount of disk space and can be easily read and exchanged between computers. The PNG format provides a replacement for the GIF format and can also replace many common uses of the TIFF format.

Process color separation: in commercial printing, used for reproduction of color photographs. The various hues are created by superimposition of halftone dots of the process colors: cyan (a greenish blue), magenta (a purplish red), yellow, and black.

Proportionally spaced type: a typeface in which the set width (horizontal space) of characters is variable, depending on the shape of the character itself and the characters surrounding it.

Pull quote: a brief phrase (not necessarily an actual quotation) from the body text, enlarged and set off from the text with rules, a box, and/or a screen. It is from a part of the text set previously, and is set in the middle of a paragraph, to add emphasis and interest.