Design brief
A document written by the client - or in collaboration with the designer and endorsed by both parties - which sets out the basis of a project. The brief can be used to set the terms of reference for any and all aspects of the creative, financial and working relationship. It can determine not just the scope and cost of the work, but also the look, feel and appeal of the design and the functionality of the finished work, whether it's print, web or multimedia. Calverts can either supply a proforma questionnaire to help clients cover the essential points, or work on the brief together with the client.
Design visuals
In the first stages of a creative project, in response to the brief, the designer may present one or more design scamps (early stage roughs) or visuals (more thoroughly worked up examples showing possible design ideas and approaches). These visuals may include copy and pictures provided by the client, or 'Greek' copy inserted by the designer together with researched or original images. The visuals are the basis for further discussion and design development. Once an approach has been agreed, they will be the creative platform upon which the project develops towards final artwork.
Die cutting
Where work cannot be cut on a guillotine - for instance, to a curve, a window, slots or an irregular shape such as a folder - the sheets are cut singly using a custom-made die. Artwork should therefore include a cutter guide, consisting of a thin black positional rule, unbroken to show a cut, and dashed to show a crease.
Diestamping
The process by which an inked image is produced using a custom-made die. The reverse of the sheet is characteristically indented. Used for the poshest formal stationery.
Digital printing
Almost all commercial repro and print relies on digital workflows of some sort, but digital print usually means imaging straight from the digital file, using inkjet arrays or systems based on toners rather than plates, screens and pressure. Digital printing can be a very cost effective way of producing high quality one-offs or small print runs. Calverts has Xerox 5252 and DC12 machines (up to A3) and the Epson Stylus Pro 9600 for wide format posters, banners and displays.
Duotone
Halftone printing in two colours with slightly different dot ranges, giving greater tonal depth to the image than single colour (mono) reproduction.
Dummy
A sample of the proposed job made up with the actual materials and cut to the correct size to show bulk, style of binding, etc. Also a complete layout of a job showing position of type, images, margins, etc. ('flat' dummy).