Texas Tech University

Glossary of Terms

Academic Signature
The name of the official format for representing the academic identity of Texas Tech University and its component academic, administrative and operational units. Academic Signatures are comprised of the Texas Tech Coat of Arms and the name of the academic institution set in our official typeface, Charter, and arranged in the officially approved configurations. Academic Signatures extend to colleges, schools, departments and some programs, institutes, centers, divisions and offices.

The edges of images, color, text or other content that extends beyond the edge of a printed sheet prior to trimming or other media boundaries. Bleeds ensure that elements extend all the way to the edge of a trim line or visibility boundaries of other media.

Brand Attributes
A specific set of characteristics that identify the visual, verbal and behavioral traits of the brand, much in the same manner that physical, character and personality attributes allow us to consistently identify individuals.

Brand Experience
The cumulative brand impressions garnered from visual, verbal and experiential encounters with the brand. The brand experience encompasses a range of intellectual, sensory and emotional connections.

Brand Image
The image that audiences form as a result of their various points of contact or experiences with the brand. The brand exists only in the minds of our audience, so experiences that are inconsistent with our identity strategy diminish our brand presence and compromise our image.

Brand Imagery
Brand imagery refers to photography or illustrations that are unique to our branded marketing and communication materials. The imagery can be a distinctive photographic or illustrative style that the brand uses consistently across all communications to establish a trademark look while also differentiating itself from the competition. Brand imagery can also be defined in conceptual terms when key concepts or attributes drive the expression of the brand.

Brand Promise
The brand promise is what audiences are assured of receiving as a result of their relationship with the brand.

Branded Environments
Any area that establishes the presence of the Texas Tech brand through the application of our official identities, our visual identity system and our key messages, and supporting content. Presence can be established via environmental colors and graphics, exhibit designs, promotional merchandise, apparel, multimedia presentations and the behavior of official Texas Tech representatives.

Clear Space
In any print or online publication, the specified area of empty space surrounding any official identity is referred to as clear space. This space ensures proper visibility and maintains the integrity of the official identity by avoiding potential confusion brought about by third-party identities, typography or imagery encroaching into its space.

An acronym used to identify four-color process print reproduction and the four specific colors used. When printed as overlapping screens of dots on paper, these four colors create the illusion of a wide range of colors. The four process colors are: cyan (process blue), magenta (process red), yellow (process yellow) and black. The letter K is used for black to avoid potential confusion with blue.

Coat of Arms
An arrangement of bearings, or symbols, usually depicted on and around a shield, which indicates ancestry and distinctions. The Texas Tech Coat of Arms carries symbols valued by the institution over time and is the central element within the system's official seals. The Texas Tech Coat of Arms now also serves as the academic identity of both component universities.

Double T
The symbol most closely associated with the spirit and history of Texas Tech. It was first used on football jerseys in the early years of the college and over time became the most beloved symbol within the system today. The Double T functions as both a Spirit and Athletic Mark within our official identity system and is part of an integrated family of athletic identities.

Encapsulated PostScript (EPS) is a standard format for importing and exporting PostScript language files in all environments. It is usually a single page PostScript language program that describes an illustration characterized by smooth edges that define curves or shapes. All master graphics for our official identities are EPS files. Because EPS files are vector graphics whose foundations are based on mathematical formulas, they have the ability to scale limitlessly. They are the common source file for creating fixed graphics in bitmapped formats such as TIFFs, JPEGs or GIFs because of this flexibility.

Flush Left
A term used by typesetters and designers to refer to text that is arranged line for line exactly against the left margin with unequal line lengths on the right column margin.

A typographic term that describes any designed alphabet and all of its characters within that particular style (Roman or italic) or weight (book or bold).

Four-Color Process
The process of combining varying amounts of four basic offset printing colors to create a color image composed from cyan, magenta, yellow and black.

GIF is a file format used primarily to compress non-photographic images for use on the Web. GIFs reduce the original image size by discarding unnecessary color information, allowing them to transfer more quickly across an Internet connection. GIF stands for "Graphics Interchange Format". The most common use for a GIF is for menu buttons or icons for Web pages.

The name for the underlying system of spatial units defined by vertical and horizontal lines that help designers organize imagery and content on the page. This hidden architecture helps to visually link even the most divergent content and design solutions into an integrated body of work. We've applied the grid system to a number of common formats and have demonstrated design solutions across a variety of materials.

A picture in which the gradations of light are obtained by the relative darkness and density of tiny dots produced by photographing the subject through a fine screen.

Identity System
The term used to describe a system of visual, verbal and experiential parameters that define the identity of an institution, corporation, product or service. Those system elements typically include established graphic standards around the identity (logo, mark, symbol, etc.), color, typography, imagery, design, voice, etc.

The opinion or concept held by the public of a person or institution, especially as interpreted by the mass media.

Information Graphics
A general term of reference for charts, graphs, plans, drawings, diagrams, tables or any other graphic depiction of information designed to demonstrate or explain how something works or to clarify the relationship between the parts of a whole.

JPEG is a file format used primarily to compress photographic images. JPEGs reduce the original image size by subdividing and simplifying complex images, allowing them to transfer more quickly across an Internet connection. JPEG stands for "Joint Photographic Experts Group" and is a common file format for use in both Web and print publishing.

A typographic term that refers to text that is aligned with both the left and right column margins. Newspapers often set their columns justified.

Key Concepts
The essential ideas contained within a positioning statement and the core values of the institution that the brand should reinforce in all of its manifestations. These ideas should be expressed visually, verbally, or experientially.

Key Messages
The highest-level strategic communication points that reinforce our positioning statements. These points are the most vital to helping Texas Tech achieve its strategic goals and should be the foundation of all communication initiatives.

A name, symbol or trademark designed for easy and definite recognition.

A graphic element of a trademark or brand, which is set in a special typeface/font or arranged in a particular–but legible, way. Within the Texas Tech identity system we refer to the typographic element of our Official and Academic Signatures as the logotype.

Lockup is the term we occasionally use during production to describe the "locking up" of the Official Seal or Coat of Arms with any academic entity name, the logotypes.

The term we use to describe communication that is directed toward consumer audiences rather than strictly academic markets. We use the term to distinguish between communication programs directly linked to the academic institution and mission versus those marketing non-academic products or services to the student population or general community.

Merchandised Link
A term we use to describe links within a Web page that we want to promote or "merchandise". They are typically characterized by supporting graphics or enhanced typographic treatments.

Minimum Size
This execution rule applies to the minimum size at which an Official Seal or Coat of Arms within our system may appear in either print or online publication. Compliance with these size guidelines assures legibility and name recognition.

The term used to describe the method of wayfinding on a website and the visual elements and areas that direct users to content.

On Message
The term used to describe proper use of our Texas Tech positioning statements and their supporting key messages to various audiences.

P&M stands for positioning and messaging. It refers to our positioning strategies and statements and their supporting messages.

Paper System
The term typically used to describe letterhead, stationery and envelopes for general correspondence, and business cards. The Texas Tech paper system includes additional supporting elements for correspondence such as notepads and note cards, pocket folders, mailing labels, fax forms, routing slips and information sheets.

PDF is the native file format for Adobe Systems' Acrobat. PDF (Portable Document Format) is the file format for representing documents in a manner that is independent of the original application software, hardware and operating system used to create those documents. A PDF file can describe documents containing any combination of text, graphics and images in a device-independent and resolution-independent format. These documents can be one page or thousands of pages, very simple or extremely complex with a rich use of fonts, graphics, color and images.

The abbreviation for the PANTONE® Matching System, an international system of color and ink formulas developed by PANTONE, Inc. that is most commonly used in design, production and printing to specify color in reproduction.

The marketing term used to describe the positioning of an institution and its products or services in the marketplace relative to the competition. Positioning defines what the entity is, what makes it unique and why it is relevant to the audience.

Positioning Statement
A positioning statement is a sentence or series of sentences that define what the marketed entity is, what makes it unique and why it is relevant to the audience.

A computer language created to describe the appearance and layout of documents, generally used to print high-resolution text and graphics. PostScript data can be encapsulated into an editable file as an EPS, sent as printing information to a PostScript-compatible printer, or distilled into a PDF document.

PPT is the file extension that is associated with digital documents created in Microsoft® PowerPoint®. If you have or are given a file with this extension on it (for example, Presentation.ppt), it is likely the document was originally created in Microsoft® PowerPoint®.

Primary Palette
The dominant colors identified for primary presentation within a design system. The primary palette of Texas Tech University and the Texas Tech University System is Texas Tech Red and black. The primary palette of the Texas Tech University Health Sciences Center is Texas Tech Red, gray and white.

Proof Points
The specific evidence used to substantiate the unique claims found within key messages and positioning statements.

Ragged Right
Type that is flush to the left margin and the line lengths vary on the right.

Red, Green, Blue. RGB refers to the three colors of light that can be mixed to produce any other color. These colors correspond to the three colors emitted by televisions and computer monitors, and to the color receptors in the human eye. RGB values are used to describe color in on-screen applications, whereas CMYK and spot color values are intended for print applications.

Sans Serif Font
The term used to describe typeface without serifs. It is also called "gothic". Sans serif typefaces, or fonts, do not have the characteristic small horizontal lines at the tops and bases of characters as serif fonts. We have adopted Helvetica Neue as our primary sans serif font. We use it primarily for subheads, captions, tables and lists where readability at smaller sizes is essential.

Secondary Color Palette
This is a limited and specific group of colors selected to complement and support the primary palette. These colors play a minor role in the overall presentation of the identity system.

Serif Font
The term used to describe typeface font with serifs. Small horizontal lines rest on the tops and bottoms of character staffs of serif typefaces or fonts. The serifs help to move the reader's eye along the horizontal line of the sentence. We have adopted Bitstream Charter as our official serif font.

Signature Bar
"Signature Bar" tops all cover pages within the print collateral system in order to elevate the visibility of the new identity system and create a recognizable graphic device for all Texas Tech University academic print collateral. The bar allows the Official Signature or Academic Signature to maintain a position of prominence and allows the reader to quickly identify the source of the communication.

The Signature Bar for Texas Tech University's collateral materials is always black. The Texas Tech University System utilizes a red bar, while the Texas Tech University Health Sciences Center uses either a white or gray bar. Maintaining correct color use of this foundational graphic device across each institution is essential to the successful implementation of the design system. No exceptions should be made within print collateral applications.

Spirit Mark
Spirit Marks are symbols that are closely associated with the culture of student life and activities ranging from athletics to long-standing campus traditions. They are typically symbolic of shared university experiences and evoke strong emotional ties to the institution.

System Seal
This is the Official Seal of Texas Tech University System and it is comprised of the historic Coat of Arms of Texas Tech and is encircled by the Texas Tech University System name.

A frequently repeated phrase or statement that captures the essence of a brand's promise to its stakeholders. It is typically configured with the institution's identity and presented in a consistent manner. When taglines are initially introduced they are often presented as a headline or leading statement in order to establish awareness. Taglines can be used throughout ongoing communication as a final closing statement in text or locked up with the institution's identity. Think of it as the final sign-off or summary statement to reinforce the brand's position and promise. "From here, it's possible" is Texas Tech's tagline.

TIFF stand for Tagged Image File Format. It is a file format used for still-image bitmaps. TIFFs are the default image type when you are using a professional editing package to produce a final image appropriate for publishing.

Typography refers to the art and technique of designing letterforms. It also refers broadly to the practice of graphic design where a variety of typefaces are employed to enhance communication.

University Seal
This may refer to the Official Seal of either Texas Tech University or the Texas Tech University Health Sciences Center. Each is comprised of the historic coat of arms of Texas Tech and is encircled by its individual university name.

Value proposition
The value proposition refers to the benefits that stakeholders are assured of receiving as a result of their relationship with Texas Tech.

Voice refers to the personality, style or tone of either written or spoken communication.

Office of Communications & Marketing