Alignment Grid
The finest division of a grid unit. The alignment grid is used for the uniform positioning of detailed design elements in a basic grid.
Basic Elements
The essential elements of a corporate design, such as the logo, typefaces, and colors.
Basic Grid
A system for arranging and positioning text and image elements in a layout. Its purpose is to strengthen and standardize the design and contribute to rapid and economic production. Especially detailed elements can be precisely positioned using a finer alignment grid. (see “Alignment Grid”)
Brand
The visual, emotional, rational, and cultural image associated with a company, product, or service. Its purpose is to establish a clear differentiation.
Branding
Creation of an unmistakable brand profile. Requires the professional development of a brand to make the product easily recognizable, clearly set it apart from competitor products, and establish customer loyalty. Important elements of branding include the brand name, the visual appearance in the form of color, logo, typeface, and image style, and the design of advertising, merchandising, and PR material.
Capital Letter
Capital letter
Character Set
All of the letters, numbers, punctuation marks, and special symbols in a typeface.
CMYK
Acronym for the four colors used in separation printing: C (cyan), M (magenta), Y (yellow), K (key/black)
Color Climate
Coordinated color tones that are most frequently associated with specific effects.
Column
A vertical zone for the integration of text or images.
Corporate Color
Definition of the primary colors of a company (logo colors, house colors)
Corporate Communications
Corporate communications refers to the entirety of communication instruments and measures of a company that are used to present the company and its products and services to the relevant target groups.
Corporate Design (CD)
Corporate design defines a company’s face to the public and communicates an external and internal identity by establishing a visual profile. Corporate design is not limited to the design and use of a corporate signet or logo, but includes the uniform design of all visual components of a company under a distinctive appearance (trademark, product, lettering, and graphic design, architecture, tradeshow booths, etc.). A company needs to have a consistent appearance to stand out in the flood of advertising and information. The term CI (corporate identity) also refers to the values and identity of employees, partners, and customers.
Corporate Identity (CI)
Corporate identity refers to a company’s self-image and appearance. The characteristics of corporate identity either result from the history, traditions, and organizational culture of a company or they are created in order to align the image of a company with a corporate objective. A distinction is made between the corporate image (CI), which includes price, product, and advertising strategies, the corporate design (CD), or the visual appearance of a company, corporate communications (CC), and corporate behavior (CB), the conduct of employees among each other and towards the outside world.
Corporate Image
The perception of a company by the interested public. The corporate image can be deliberately influenced by image campaigns to either define or correct it.
Corporate Type
Typographical appearance of a company or institution.
The corporate type from Heraeus is called "Trade Gothic". This type needs a font license and can be ordered from Linotype (Link to website)
The four required font types are:
1. Trade Gothic Roman
2. Trade Gothic Bold No. 2
3. Trade Gothic Condensed No. 18
4. Trade Gothic Bold Condensed No. 20
Corporate-Design-Manual
Comprehensive presentation of design guidelines and essential CD elements.
dpi
Acronym for “dots per inch,” which refers to the output quality (or screen resolution) of monitors (see “Screen Resolution”)
FAQ
"F"requently
"A"sked
"Q"uestions
Font
(see "Corporate Type")
Font License
The acquired right to use a typeface.
Graphic Element
Umbrella term for photographs, images, and text used in graphic formats (GIFs, JPGs, etc.) in online media.
Graphic Layout
In order to stand out in publications (for instance in brochures), the graphics used have to be well chosen and adapted to the respective medium. In addition to the color palette, the proportions within graphic elements and the relationship between text and graphics also play an important role.
Grid Unit (GU)
An element in a grid, measured in height by width.
JPEG/JPG
Acronym for Joint Photographic Experts Group, a standard for the compression of digital images. The data reduction of JPEGs is achieved by storing very similar colors as the same color tone. The quality loss in photographs is minimal.
Layout
The page structure of a document with basic design elements (colors, word and image mark, typography, etc.) and their principal positioning.
Line Spacing
The distance between two lines of text, measured from baseline to baseline.
Logo
Signet, lettering, or a combination of both for the clear identification of a company or a product.
Logo and Slogan Layout
A logo or an advertising slogan should be unique in meaning and appearance. Many different factors often have to be taken into consideration. The final layout is adapted for all future business documents and advertising measures.
Look and Feel
The atmospheric effect of an Internet presence. It is created as a result of the homogeneity of design, handling, user prompts, and, if applicable, sound components. To produce a stronger effect, the look and feel should establish a close visual connection to the corporate design.
Master template
(see "Template")
Acronym for Portable Document Format, a file format that retains all characteristics of a printed document in electronic form. The Acrobat Reader program is required to view PDFs. It is available for a wide variety of different operating systems.
Point (pt)
The standardized typographical unit of measurement for type sizes and line spacing. 1 point = 1/72 inch = 0.353 mm.
Print Media
All printed media, regardless of the printing process used.
Resolution (dpi)
The output quality of elements in the composition of images. The higher the resolution of an image, the more detailed the reproduction and the more suitable it is for enlargement. Depending on the application and process, resolution is measured in DPI (dots per inch), PPI (pixels per inch), or LPI (lines per inch).
RGB
Acronym for the primary colors red, green, and blue used to display colors on monitors. All other colors visible on a screen can be mixed using these colors.
Style Guide
Also referred to as corporate design manual. A publication that contains all specifications for the corporate design of a company and its implementation in all relevant print media and electronic media.
System Font
A font installed in an operating system and used by that system for the display of lettering, for instance Times, Arial, and Verdana (Windows).
Template
A template file is used as a basis for creating proofs and masters. In addition to positioning specifications in the form of a layout grid, it defines all typographical and color elements in the form of style guides.
Trade Gothic
Trade Gothic is the corporate typeface from Heraeus (see "Corporate Type")
Typesetting
The placement and alignment of graphic and text elements within a specific basic format is referred to as typesetting.
Umbrella Brand
Brand or logo under which additional subbrands can exist (for example, the Heraeus logo is the umbrella brand)
Vector-Based Graphics/Vector Graphics
In order to achieve optimum scalability of texts and logos, they are stored as vector graphics. This makes it possible to continue using data endlessly and with no loss in other projects. Vector graphics file sizes are smaller than pixel-oriented graphic formats and the size of vector graphics can readily be changed. Because of the low storage volume, vector graphics are also used on the Internet, for instance for flash animations.
Visual Language
The impression images convey with their style.
White Space
A defined zone around a trademark where neither text nor other graphic elements (such as images or other logos) can be placed. The white space supports the representative effect of a trademark. The Heraeus wordmark is surrounded by white space defined in more detail in the Corporate Design Manual.
Word and Image Mark
Registered, protected logo consisting of lettering and an image element.
Wordmark
(see “Umbrella Brand”)