List of Contact Information and Resources
The contacts provided below are good starting points in the event of questions or a need for help in the following areas:
- For questions about Wichita State Visual Identity Standards or help with use of the university logo, institutional logo or other design elements: Contact Strategic Communications at (316) 978-3045 or visit wichita.edu/visualstandards.
- To request permission to use Wichita State Athletics Spirit Marks: Contact the Department of Intercollegiate Athletics at (316) 303-6005 or marketing@goshockers.com.
- To order business cards, envelopes and stationery supplies: Visit wichita.edu/stationery.
- For help with the Wichita State website or with using Omni CMS: Visit wichita.edu/websupport
- For help with building or directional or wayfinding signage: Contact Facilities Planning at (316) 978-3030.
- For permission to use the Wichita State University seal: Contact the Wichita State President's office at (316) 978-3001, or Strategic Communications at (316) 978-3045.
- For licensing information: Contact Licensing at (316) 978-3197
Glossary
Camera-Ready Art: Copy and art that is ready to be photographed for a printer’s use. (In most cases this has been replaced with digital files. A more current term is “final art.”)
CMYK (Cyan, Magenta, Yellow, Black): The subtractive process colors used in process printing. Black is added to enhance color and contrast.
EPS (Encapsulated Postscript): A file format used to transfer graphic images within comparable applications. A desirable format because of wide compatibility with many design software programs.
Font: A complete assortment of letters, numbers, punctuation, etc. of a given size and design. Examples of different types of fonts would be PostScript Type 1, PostScript Type 3, OpenType and TrueType.
GIF (Graphic Interchange Format): Digital image format developed for Web -- a highly compressed file used for images that contain line art, solid colors and logos.
Icon: A simple graphic representation of a company, product, etc.
Italic: The style of letters that slant, in distinction from upright, or Roman, letters. An average italic face is slanted 11 degrees to the right. However, italic versions are usually specially developed letter-by-letter. Used for emphasis within text.
JPEG (Joint Photographic Experts Group): A file format used on the internet as well as applications where high compression is a factor, such as email or high volumes of images. High compression can result in lack of image quality; be cautious with use in printed materials.
Kerning: Subtracting or adding space between two or more characters, making them closer together or farther apart. Can be done automatically or manually to compensate for letters that can fit closer.
Logo: A symbol or mark representing a company or product. This is usually a pictorial icon.
Logotype: The name of a school or company in a special design or type treatment, used as a trademark.
Mark: Used as shorthand for a logo or a Institutional logo.
Naming Unit: A grouping of a college, department, center or institute's name, set in a specific font and arrangement. Strategic Communications creates Naming Units.
Pantone (PMS) Color (Pantone Matching System): Color charts that have more than 700 color swatches of blended inks, used to identify, define or display special colors. Can be used in place of or alongside a Black or CMYK printing job. Pertinent to print only.
PDF (Portable Document File): A document able to view vector and bitmap data, and allow it to be printed or distributed digitally. A PDF can be viewed with Adobe Acrobat Reader, a free utility available at adobe.com.
PICT: A standard, uncompressed image format for which most Macintosh illustrations are encoded.
Process Color: The subtractive primaries, Yellow, Magenta and Cyan, plus Black in four-color process printing.
Raster File: As opposed to a vector file, raster is any format that is made up of bitmap information instead of mathematical vectors. Image files scaled up beyond their own resolution will degrade image quality. Example: TIFF, JPEG.
Resolution: For bitmap images, resolution refers to the number of dots in a given area. Traditionally stored in either DPI (dots per inch, for pre-press) or LPI (lines per inch, on press). High-resolution images average 300 DPI or more.
RGB: An electronic color module based on values of red, green and blue commonly used in electronic media.
Institutional logo: The lock-up combination of a logo and logotype. This lock-up may include rules or other additional graphic elements.
Spot Color: Any color other than CMYK, usually from the Pantone library or other color matching system. Used in a variety of applications such as offset printing or silk screen printing.
Spirit Mark: The Athletics combination of a logo and logotype. This lock-up may include rules or other additional graphic elements.
Symbol: A logo or mark representing a company.
TIFF (Tagged Image File Format): A graphic format suitable for scanned images and other large bitmaps. TIFF is a neutral format designed for compatibility with all applications. For storing and compressing grayscale, 8- and 24-bit color images, it is the standard format for scanned images such as photographs or illustrations.
Vector File: As opposed to a bitmap or raster file, vector data is made up of mathematical representations of lines and shapes that are to appear on screen. Scaling vector images up or down does not degrade quality and is most often used for line art and logos for print applications. Example: EPS, Adobe Illustrator, Macromedia Freehand.