Terminology

Frequently used terminology regarding the visual identity program is as follows:

CMYK (short for Cyan, Magenta, Yellow and Key “black”)
Often referred to as process color or four color, CMYK is a subtractive color model used in color printing. It is also used to describe the printing process itself.

Indicia
Postal markings often imprinted on mail or on labels to be affixed to mail.

Licensing program
A trademark licensing program gives an institution control over its logos and marks, thus ensuring the quality and consistency of all of the university’s merchandise and imagery. It also enables the university to generate revenue from the sale of items bearing its logos and marks, and creates a cooperative and positive working relationship with the manufacturers and retailers who work with Kennesaw State.

Logo
The official graphic arrangement of the symbol and wordmark.

Monogram
The monogram consists of the university’s initials in an interlocking format. The monogram is to be used only by the KSU Department of Athletics for baseball-related items.

Pantone Matching System (PMS)
A proprietary color space used in a variety of industries, primarily printing, though sometimes in the manufacture of colored paint, fabric and plastics. The Pantone Matching System is the definitive international reference for selecting, specifying, matching and controlling ink colors.

RGB (Red, Green and Blue)
The computer’s native color space, which is the color system for capturing and displaying images. For printing on paper, the CMYK color space is used, not RGB.

Registered trademark symbol
Designated by ® (the circled “R”), is a symbol used to provide notice that the preceding mark is a trademark or service mark that has been registered with the U.S. Patent and Trademarks Office.

Seal
The formal university seal is reserved for ceremonies, watermarks for official documents, diplomas and building plaques. Use of the university seal is prohibited without prior written approval from University Relations.

Subtractive color
A model explains the mixing of paints, dyes, inks, and natural colorants to create a full range of colors.

Symbol
A graphic identifier reflects the university’s spirit and philosophy and elicits immediate identification by the public.

Trademark
A distinctive sign or indicator, designated by TM, used by an individual, business organization or other entity to identify to consumers that its products or services originate from a specific source.

Typography
The art and technique of arranging type and type design.

Visual Identity Program
A system of visual communications graphically coordinated in such a way that the public easily identifies Kennesaw State, its constituent parts and its activities.

Wordmark
The university’s name designed in a unique and individual style.