Like any industry, the flag and banner business has it's own jargon that is commonly used within our field. Here is a glossary of terms that we hope will assist you.
A B C D E F G H I J L M N O P R S T U V W- achromatic
Literally means without color. Black, white and grays are achromatic.
- additive colors
Red, green and blue are the three additive colors of light. All other colors of light are created by combinations of these three. If the three additive colors come together in equal proportions, the resulting light is white. (Also called additive primaries. See also primary colors.)
- Adobe Acrobat®
Popular software package used for viewing and printing Portable Document Format (PDF) files. The advantage of a PDF file is that it allows anyone to view and print a document as it was originally intended without having to install the program or fonts used to create the file. Adobe Acrobat is a product of Adobe Systems®, Inc.
- applique
A common process used in flag and banner production where each graphic element is a separate piece of fabric applied to the background.
- approach sign
A sign indicating the approach of a specific destination such as a highway, street intersection, or building entrance. Different to a directional sign in that it announces a single destination. (Also called an advance notice sign.)
- architectural signage
A term used to describe signage in a built environment having the purpose of providing wayfinding or other site specific information.
- artwork
Any and all logos, graphics and images used in creating a sign.
- aspect ratio
The width-to-height ratio of an image. For example, a high definition television image has an aspect ratio of 1.78:1 (commonly referenced as 16:9), meaning that for every 1.78 inches of image width the image extends 1 inch in height.
- banding
The appearance of solid bands or patterns of visibly distinct colors within what should otherwise be a continuous and seamless color gradation. Banding can be caused by several factors, including low resolution artwork, a poor quality scan of the original artwork or improper calibration of the printer used.
- banner
A sign made of non rigid material such as canvas or vinyl, and typically having no enclosing or supporting framework. Often intended for temporary use, a banner sign can be screen printed or painted, and is commonly hung from a pole or mounted to the facade of a building. (See also flag and pennant.)
- billboard
A large (15 square feet in area or larger) outdoor sign used for advertising and typically seen along highways, main streets and other high traffic areas. An advertiser will rent a billboard and display their advertisement on it for a set length of time.
- bleed
1. In screen printing, the term refers to the portion of a printed image or graphic which extends beyond the intended borders of a sign. This excess portion is trimmed away. 2. Sometimes used to describe the halation where sharply contrasting colors meet on an illuminated sign.
- border
A line or band of color or material that defines that outer edges of a sign and/or elements within the sign.
- branding
The process of creating a unique, positive and recognizable identity for a product or service. Along with marketing and advertising, creating a visual identity through signage is an important part of the branding process. (See also brand equity.)
- CMYK
Abbreviation for the ink colors cyan (blue), magenta (red), yellow and black. Combinations of these four colors of inks are used in printing to create all other colors.
- coated fabric
Any fabric that has been treated or coated with a substance such as plastics, rubber or oils in order to make it stronger and/or more durable.
- color contrast
The subjective degree of difference in hue, intensity and saturation of two colors when seen next to each other.
- color separation
The process of decomposing and separating a color graphic or image into its four constituent CMYK ink colors such that each color ends up with its own printing plate. The plates are then used in a printing press to reproduce the image on paper.
- contrast
1. The amount of difference between the lightest and darkest areas in an image or scene. 2. The visual characteristics of an object such as size, shape and color that make it distinguishable from other objects near it and the background it is set against.
- copy
As a whole, the written message on a sign. (See also artwork.)
- copy area
The area on a sign face that contains the copy.
- cordage
General term for all rope, cord, line and string.
- coverage
1. The square surface area that a given amount of paint, glue or other applied substance will cover. 2. The percentage of people in a market that are reached by an advertisement in a given medium, e.g. print, radio, TV and signage.
- crocking
The rubbing off of color from a fabric as a result of using improper or defective dye.
- decal
Screen printed lettering and graphics that can be transferred and affixed to another surface through the application of water or heat.
- delamination
The separation of the individual plies (layers) in a laminated substrate. Typically caused by the failure of the adhesive between layers.
- denier
A unit of measure for the weight of fiber. Specifically, it is the weight in grams of 9,000 meters of a given fiber.
- design
The clear and complete specifications for the appearance, structure and implementation of a sign. A design may include technical drawings, illustrations and written descriptions of the sign.
- die-cutting
The process of cutting material such as paper or vinyl using a steel blade (called a die) manufactured to cut a specific shape. The die-cutting process is typically used when a large number of items must be cut to the same shape or size.
- drop shadow
The visual effect of creating a false shadow behind a letter or object by placing a darker colored but identically shaped copy of it behind it but slightly offset up or down and to one side.
- dye
Any of a range of soluble compounds used for coloring fabrics. (See also pigment and stain.)
- embellishment
In signage, it refers to any element of a sign face that provides a decorative effect.
- erect
To construct and install a sign and its supporting structure.
- extrusion
The process of forcing metal or plastic through a form in order to create a desired shape.
- eyelet
A small metal or plastic ring that is inserted into a hole made in another piece of material. It prevents fraying of the material around the hole and provides a durable, easily threaded opening for rope or twine. (Also called a grommet.)
- fabricate
To manufacture a sign or major sign components.
- fasteners
General term for nuts, bolts, clips and any other mechanical device that helps hold a sign together.
- fire proof
A term used to describe a fabric or substance that is impervious to damage by fire, and that will not ever support a flame. (See also fire retardant.)
- fire retardant
A chemical compound applied to a material that reduces the material's flammability and retards the ability of fire to spread across its surface. Fire retardant does not make the material fire proof.
- flag
A sign made of non rigid material such as canvas or vinyl, and having no enclosing or supporting framework. A flag is usually rectangular or triangular in shape, and is attached at one end to a pole. Often intended for temporary use, a flag can be screen printed or painted. (See also banner and pennant.)
- font
A set of letters and numerals sharing the same design characteristics. Examples of font sets include Times New Roman and Arial. (Also called typeface.)
- four-color process
A halftone printing process that uses the four essential ink colors of cyan, magenta, yellow and black (CMYK) to create a full range of colors on a printed surface. (Also called process color.)
- gradation
The smooth transition from one color to another color, from black to white, or from color to the absence of color. (Also called gradient.)
- gradient
The smooth transition from one color to another color, from black to white, or from color to the absence of color. (Also called gradation.)
- grommet
A small metal or plastic ring that is inserted into a hole made in another piece of material. It prevents fraying of the material around the hole and provides a durable, easily threaded opening for rope or twine. (Also called an eyelet.)
- halftone
The process by which a continuous tone image such as a photograph is reproduced and simulated using a pattern of printed or silk screened dots of varying size and equal spacing. At a normal viewing distance the reproduced image appears as continuous tone.
- hue
A given color's tendency towards any of the four base wavelengths of visible light: red, yellow, blue and green. For example, if yellow appears more dominate in an orange colored ink, then that color orange would be said to have a yellowish hue. Hue is one of the three attributes of color along with brightness and saturation.
- ink
Pigmented liquid used for screen printing, press printing, writing and drawing. Inks are either water-based or solvent-based depending on the application.
- italic
A font style characterized by a distinct slant in the letters and numbers. (Example: ABC123.)
- JPEG (Joint Photographic Exports Group)
A common file format for color digital images. The JPEG standard utilizes a 'lossy' data compression method, meaning that in order to reduce the overall size of the file a small amount of sharpness from the original image is sacrificed.
- lacing
A common method of attaching a fabric covering to the frame of an awning. It is tied to the frame using thin rope that is threaded (laced) through grommets at the edge of the fabric.
- laminated fabric
Two or more layers of fabric (natural and/or synthetic) joined together with an adhesive. (See also lamination.)
- landscape format
An image or sign panel where the length is appreciably greater than the height is said to be in landscape format.
- layout
The overall arrangement of the graphics and lettering on the face of a sign.
- letter spacing
A typographic term for the space between letters and words.
- light reflectance value (LRV)
An indication of the relative amount of light reflected by a given color. For example, yellow has a higher LRV than blue.
- line screen
The resolutions of a halftone print measured in lines per inch. The higher the number of lines per inch, the higher the resolution of the resulting print. Most halftone printing is at a line screen resolution of 133 and 175 lines per inch.
- line spacing
A typographic term for the space between lines or blocks of text.
- logo
A visually distinctive name and/or symbol that identifies a business, product or service. (See also trademark.)
- margin
The space between the any lettering or graphics and the border of the sign face.
- mesh
1. Any fabric or woven material having a loose or open weave. 2. In screen printing, the material through which ink or paint is applied to a surface.
- message area
Any segment or surface of a sign that conveys meaning to the viewer either through words or graphics.
- mildew resistant
Refers to fabric that has been chemically treated so as to inhibit the growth of mold and fungus.
- mock-up
A full scale model of a structure. A sign mock-up is created to test and review in detail the appearance, legibility and other aspects of a final design. It is typically made of cheaper, less durable material than the final sign but given the same colors and finishes. (See also model.)
- negative space
Empty or unused space (having no lettering or graphics) within the sign face. (Also called white space. See also positive space.)
- nylon
A strong and durable synthetic material used in a wide range of fibers/fabrics, objects and coatings.
- opaque
Describes any material or substance through which light does not pass, i.e. it is neither transparent nor translucent.
- Pantone Matching System (PMS)
A standardized color scheme used in the printing industry to ensure the consistency of color from design to final print.
- pattern
A full-scale design layout of a sign or its components such as the neon tubing or lettering. (See also pounce pattern.)
- pennant
A triangular flag. (See also banner.)
- permit
A legal document (license) granted by the appropriate government agency that gives official permission to take a specific action, e.g. erect a sign.
- PMS (Pantone Matching System)
A standardized color scheme used in the printing industry to ensure the consistency of color from design to final print.
- point-of-purchase (POP) sign
In-store advertising designed to stimulate impulse purchases by shoppers inside a store. The term applies to a store's internal sign system, as well as special displays and dispensers created by and for specific product manufacturers. Also known as "point-of-sale advertising."
- polyester
A synthetic fiber used for its strength and resistance to ultraviolet deterioration. It does not have the stretch and elasticity of nylon and, as a result, will often last longer.
- POP (point of purchase) sign
In-store advertising designed to stimulate impulse purchases by shoppers inside a store. The term applies to a store's internal sign system, as well as special displays and dispensers created by and for specific product manufacturers. Also known as "point-of-sale advertising."
- portrait format
Proportion of a sign in which height is appreciably longer than width. (See also landscape format.)
- positive space
The copy and art on a sign face. The opposite of negative space.
- poster
1. A series of paper sheets printed for use on a billboard. Other substrates used for posters include plastic and cloth. 2. Also, a sign typically printed on paper and intended for indoor use. Other substrates used for posters include plastic and cloth.
- powder coating
A specific process for applying paint to a surface that creates a very durable protective surface.
- PPI (pixels per inch)
The number of pixels in a raster image that will occur in one line in the span of one inch. The higher the PPI, the greater the resolution and the less distinguishable each pixel becomes.
- primary colors
The three colors from which all other colors can be created. In paint pigments, the primary colors are yellow, red and blue. In four-color process printing, all colors are mixed from yellow, magenta(red) and cyan(blue). In light, the primary colors are red, green and blue. See also RGB display, additive colors.
- readability
The quality of a sign's overall design that allows the viewer to correctly interpret the information presented on it. Also, the optimum time and distance in which this can be done. Letter size and style, legibility of typeface, color contrast between letters and background, and a sign's layout all contribute to readability. (See also conspicuity.)
- recognition
Refers to the ability of a viewer to identify the message.
- registered trademark
A trademark that has been officially registered with the government by its owner. Indicated by the symbol ®. (See also trademark.)
- registration
1. In screen printing, the correct placement of the image to be printed on the substrate. 2. In multicolor printing, registration also refers to the correct alignment of the colors with one another.
- rendering
An artistic sketch or representation of a design concept.
- resolution
1. In digital images, the number of pixels shown on a screen; the higher the number of pixels in a given space (i.e., the greater the density of pixels), the more precise the pictured image. 2. In plotting, the degree of accuracy with which a plotter will place a knife-head in relation to a theoretical, perfect location of a coordinate.
- sans serif
Any typeface that lacks serifs. In most sans serif fonts, there is little differentiation between the width of strokes within the letter. Helvetica and Futura are familiar sans serif fonts.
- screen
A frame over which fabric is stretched for use in screen printing. The screen supports the stencil or emulsion through which the ink is forced by the squeegee, created the print.
- screen printing
Graphic application method capable of printing great detail and color on a variety of substrates such as paper, plastics, aluminum, vinyl and banner materials.
- seam
A line formed by the joining together of two separate pieces of the same or different materials at their edges, as with flexible-face fabric material or wood, metal or plastic sheet. (See also butt joint.)
- serif
A small line or embellishment finishing off the strokes of letters in some fonts (like this one). Well-known serif fonts include Souvenir, Times Roman and Garamond.
- shade
A color made darker than the original by adding black to it.
- shadow
Duplication of an image that is slightly offset. Drop shadow is a simple copy and offset; block shadow joins the outlines of the original and duplicate to create a 3D-relief effect; and cast shadow alters the shape and size of the duplicate to imitate shadows cast from varied placement of light, as the sun does on a sundial.
- sign
Any device, structure, display or placard which is affixed to, placed on or in proximity to, or displayed from within a building to attract the attention of the public for the purposes fo advertising, identifying or communicating information about goods and services.
- signage
Interchangeable terms used to describe signs. Any group of posted commands, warnigns, information or directions.
- silkscreening
One of the oldest and simplest forms of printing. A print is made using a squeegee to force ink through stencil or emulsion that is supported by fabric that has been stretched over a frame to create a screen. Several synthetic fabrics have replaced silk as the fabric of choice for screen printers. (See also screen printing.)
- specifications
May include General Requirements, Products and Execution sections for sign specification package. Similar to architectural construction format per CSI (Construction Specifications Institute) standards.
- stand-offs
Insulators that support a neon tube,as well as hold it away from the background surface and provide some impact resistance. (See also supports).
- stroke
A single movement of the hand or arm, or of a marking tool. Stroke refers to a pass of the squeegee in screen printing, and a pass of the brush in painting. (See also stroke width.)
- stroke width
The width of the major lines comprising a letterform. A wider stroke width is used to make a bolder letter; a narrower stroke width is used to make a lighter letter.
- substrate
The material out of which the face is made. Wood, metal sheeting, paper and acrylic are some examples of sign substrates.
- symmetry
The balance of design elements in which one side equals or mirrors the other.
- template
A full-sized pattern, layout or computerized output showing the exact size and placement of letters. Typically used for installing dimensional letters, signs or architectural elements.
- tensile strength
The maximum load a material can withstand before it breaks. (Also called breaking strength.)
- thumbnail
A type of rough sketch of a design made prior to developing more finalized presentations. Some sign artists prepare several thumbnail sketches of a job, varying their layouts and fonts, before preparing one or two more complete ideas to take to a client.
- TIFF (tagged image file format)
standard graphics file format used for scanned bit-mapped images.
- tiling
The digital process of dividing a large image into individual sections to print with overlap.
- tint
A color made lighter than the original by adding white to it.
- tone
The effect on a color brought about by blending it with another color.
- trademark
Used by a business to distinguish itself and its products from competition. A trademark may include a name, symbol, word or combination of those. Protected by the federal government and considered to have financial value, a sign maker should only reproduce a trademark with the company's permission and should discourage customers who seek to imitate well-known trademarks too closely. (See also logo and registered trademark.)
- translucent
The property of a material such as vinyl, paint or ink that allows the passage of some light through it without being transparent. Internally illuminated signs rely on translucent paints and vinyls.
- transparent
The property of a material that allows light and images through and may also show a color tint.
- trapping
In screen printing, to overlap one color on another. Trapping may result in the creation of a third color in the overlap area, or, if opaque links are used, the edge of the first color may be hidden for purposes of registration. (See also bleed.)
- typeface
A set of letters and numerals sharing the same design characteristics. Examples of font sets include Times New Roman and Arial. (Also called font.)
- UV resistance
Ability to withstand decay due to the damaging effect of the ultraviolet rays of the sun.
- vinyl
Polyvinyl chloride (PVC) film that, in sign making, is backed with an adhesive that creates a strong bond to a surface when pressure is applied. Many different integral colors are available with adhesives having different levels of aggressiveness (adhesion) for various applications from permanent to semi-permanent to temporary.
- vinyl letters
Letters cut from adhesive-backed material, in dozens of opaque, translucent, metallized, and transparent colors and patterns.
- visibility
The quality of a letter, number, graphic, or symbol, which enables the observer to distinguish it from its surrounds or background.
- water resistant
Describing a face that has been treated to make it resistant to damage or deterioration caused by water.
- weave
The configuration of threads running perpendicular to one another. A plain weave places weft thread over the warp thread in sequence, then reverses for the next row of threads.
- webbing
A sturdy fabric woven in narrow widths for use where strength is required, such as seat belts or headbands. Often used in banners, where heavy duty usage is required, like over-the-street banners.
- weft-fill
Threads that run in the crosswise direction of woven fabric. Weft also is referred to as fill.
- wickability
The property of a fiber that allows moisture to move rapidly along the fiber surface and pass quickly through the fabric.
- wind load
The basic term for describing the design strength of a sign. Standard windload is 30 PSF (pounds per square foot), which can withstand winds up to approximately 90 MPH. Heavy windload is 55 PSF, which can withstand approximately 110 MPH.