Marketing & Communications

Definitions of Terms (as used in this manual)

academic/administrative areas 
define all facets of the BGSU campus. This includes all colleges, schools, departments, centers, offices and divisions of the University.

external audience 
is defined as one that is physically located off campus and will receive the communication through means such as publications, newspaper/magazine ads, Web sites/electronic media and advertisements.

internal audience 
is limited to and defined as one that will receive the communication through a poster or flyer that will be posted or distributed only on campus or that is published in a campus publication such as the BG News.

Pantone® colors 
refer to color measurement systems that have been created to communicate and achieve accurate color for a variety of technologies. Pantone® is a registered trademark of Pantone Inc.

PMS (Pantone® Matching System) 
is a standard color system that is used in both the graphic design and printing industry. They are numbered solid ink colors.

process colors 
are basically four ink colors (CMYK or cyan, magenta, yellow, black) that can be used in different formulated combinations to create an entire palette of colors. For example, a photograph that appears in full color in a publication or newspaper is created in process colors.

RGB colors 
refer to the color palette (red, green, blue) that is used in different combinations in electronic media to create colors. RGB color is seen on monitors of televisions and computers.

HTML colors
is a numbered system for colors used in creating Web sites.

color equivalents 
refer to color formulas that have been created to simulate PMS colors. The process, RGB and HTML formulas presented in this manual best match the official identity PMS colors. These color equivalents may differ from the formulas recommended by Pantone®.

eps, tif and jpg formats 
are file formats most commonly used for graphics. The BGSU logo and BGSU signature are available in these formats. eps and tif files are most commonly used in print communication while the jpg format is most often used in electronic files or Web sites. While special software programs are necessary to open these files, these files can be placed and used in many programs without the original software in which they were created.

pdf formatted files
allow a user to view and print a document without the original software in which they were created but do not allow the document to be altered.

sans serif font 
is a typeface set of characters that do not have flourishes (serifs) on the ends. This manual uses a sans serif font, as opposed to most newspapers that use a serif font for their body text.

end-user
is the audience that a Web site was intended to reach.