Glossary

Approved artwork guide - also called the visual identity guide, the set of formal guidelines describing KU´s names, symbols, logos, trademarks, service marks, designs, seals, or any combination of these ("marks"), which correlate to the University of Kansas´ licensing program, which was initiated in 1978 and became a formal arrangement for a national program in 1982.

Clear space - area that must separate the KU signature, logo, and Jayhawk from surrounding type or graphic elements.

Color build - overlapping two or more screens to create a new color.

Commercial use - a business undertaking with the intent to make a profit.

Copyright - the legal right granted to an author, publisher, or distributor to exclusive publication, production, sale, or distribution of an artistic work.

X height - height of the KU logo, primarily used to figure clear space requirements (1/2 x).

Embossing - impressing an image in relief to achieve a raised image; for example, the KU seal.

EPS - Encapsulated PostScript language file, a file format used to transfer PostScript data within compatible applications.

Four-color process - the method of separating color and or photos with filters into the four process colors: cyan, magenta, yellow, and black.

Fonts - a type face or a collection of all characters comprising the entire character set of a typeface.

GIF - Graphics Interchange Format, a compressed bitmap format created by CompuServe and is still the basic image format for online graphics.

Grayscale - an image printed in black and one or more shades of gray.

Infringement - unauthorized use of a trademark or service mark that belongs to another, or use of a trademark or service mark so similar to that of another as to cause the likelihood of confusion in the minds of the public as to the source (affiliation or sponsorship) of the product or service.

JPEG - a compressed bitmap format, developed by the Joint Photographic Experts Group of the International Standards Organization. JPEG is generally used to create files of photographic images.

KU colors - primary palette includes four Pantone spot colors: PMS 293 KU Blue, PMS 186 KU Crimson, PMS 116 Jayhawk Yellow, and PMS 430 Signature Gray.

KU signature - a graphic representation comprising the KU logo, logotype, the signature rule, and in some cases, a subordinate area for the university's major units.

KU logo - a graphic representation of "KU."

KU logotype - a graphic representation of "The University of Kansas."

Licensee - an individual or company who enters into a licensing agreement.

Licensing - the process of obtaining legal permission through a licensing agreement from the university for the right to use the university marks.

Postscript Type I format - recommended font format for Windows and Mac.

Process colors - colors used in 4-color process, or CMYK (cyan, magenta, yellow, and black).

KU primacy - stationery in which certain units of the university may use their name in the primacy area of the signature.

Open Type/True Type format - font format bundled with many computer systems; not recommended for use in KU publications.

PMS - Pantone Matching System.

Pantone - industry-standard matching system for specifying and matching precise ink colors.

Primacy area - area of the logotype that lies above the signature rule.

Registered trademark - a trademark that has been registered with the federal government at the U.S. Patent and Trademark Office or the secretary of state for the state of Kansas.

Service mark - the same as a trademark, except that it identifies and distinguishes the source of a service rather than a product.

Signage - graphic designs, as symbols, emblems, or words, used especially for identification or as a means of giving directions or warning.

Soy-based ink - one type of the vegetable-based products that have replaced petroleum-based inks as the industry standard.

Subordinate area - area of the logotype that falls below the signature rule.

TIFF - Tagged Image File Format, a file format for exchanging bitmapped images (usually scans) between applications

Trademark - a word, phrase, symbol or design, or a combination of words, phrases, symbols or designs, that identifies and distinguishes the source of the goods of one party from those of others.

Trademark and licensing agreement - the University of Kansas benefits from the public recognition of its names, symbols, logos, trademarks, service marks, designs, seals, or any combination of these ("marks"). Federal, state, and common laws govern the university's rights to its marks.

University marks - any and all names, logos, trademarks, service marks, word marks, insignias, designs, seals, or other images, whether or not registered, used by the University of Kansas.

Wayfinding - the signs, maps, and other graphic or audible methods used to convey location and directions to travelers.


The University of Kansas prohibits discrimination on the basis of race, color, ethnicity, religion, sex, national origin, age, ancestry, disability, status as a veteran, sexual orientation, marital status, parental status, gender identity, gender expression and genetic information in the University’s programs and activities. The following person has been designated to handle inquiries regarding the non-discrimination policies: Director of the Office of Institutional Opportunity and Access, IOA@ku.edu, 1246 W. Campus Road, Room 153A, Lawrence, KS, 66045, (785)864-6414, 711 TTY.