Sylvan Signs
Glossary - C
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CAC (customer acquisition
cost): The cost
of convincing a new customer
to buy your product or
service. This includes
the cost of market research,
marketing and advertising.
CAD (computer aided
design) software:
Advanced software used
in engineering and manufacturing
to create and modify complex
3D technical drawings of
a device and its components.
candela:
A unit of luminosity used
to express the intensity
of a light source as measured
in a specific direction.
The higher the number of
candela measured, the greater
the intensity of the light.
canopy sign:
A projecting sign made of
non-rigid material such as
heavy canvas supported by
a framework that at one end
is attached to a building's
substrate and at the other
end supported by one or more
poles. The canopy sign extends
outward from the building
and acts as a roof over the
area it covers, providing
weather protection for customers,
pedestrians and possibly
even vehicles. A canopy sign
will have lettering and/or
graphics painted or screen
printed on its exterior surface.
It may or not be illuminated.
(See also awning sign and
backlit awning.)
canvas:
a tightly woven heavy and
durable fabric made of cotton,
linen or synthetic material.
carved letters:
Lettering that is chiseled,
routed, engraved or sandblasted
into the substrate of a sign
face either by hand or by
computer controlled machinery.
carved signs:
Any sign made by the routing,
engraving, sandblasting or
chiseling of lettering, shapes
and/or patterns into the
substrate of a sign face
either by hand or by computer
controlled machinery.
CAS (computer-aided
sign making):
General term for the use
of design software and
computer controlled manufacturing
equipment in the sign-making
process.
cast metal sign:
Any metal sign that is made
through a casting process.
Aluminum and bronze are commonly
used for cast metal signs
such as plaques.
casting:
The process by which a material
such as metal or plastic
is poured into a mold while
in a liquid state and then
allowed to solidify, thereby
taking the shape of the mold
and creating a copy of the
original object from which
the mold was made. (See also
die-casting.)
changeable copy
panel: A panel
of a sign that allows for
changeable copy. (See also
changeable copy sign.)
changeable copy
sign: A sign where
the copy on the face can
be changed at will either
manually using attachable
letters, mechanically using
a rotating panel or electronically
via computer-controlled
bulbs, LEDs or LCD screen,
etc.
channel:
Term for a length of plastic
or metal that has been extruded
into the shape of a U.
channel letter:
A three-dimensional letter
formed out of channel into
which a light source such
as a neon tube may be placed.
chase:
1. To decorate or modify
a metal surface by engraving,
etching or cutting. 2. The
illusion of movement created
by the sequential turning
on and off of lights in an
illuminated sign. (See also
animated sign.)
chisel:
1. A tool made of hardened
steel and used to shape wood
or stone. It has a handle
at one end and a cutting
edge at the other, and is
worked by hitting the top
of the handle with a mallet.
2. The process of using a
chisel tool to shape or carve
into a piece of wood or stone.
chrome plating:
A thin protective and decorative
finish made of chromium that
is applied to a surface using
an electrochemical process.
It provides a bright, mirror-like
finish.
cladding:
A cover added to conceal
or decorate the base or supporting
structure of a sign.
clearance:
The measured distance between
the lowest portion of a sign
and the highest point of
the grade underneath. (Also
called height above grade.)
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.
coat-out:
Painting the substrate of
a sign with a coat of primer
prior to applying the lettering
and graphics.
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.
coated tubing:
A type of glass tubing used
in neon signs that is coated
on the inside surface with
a phosphorus compound. The
color a coated tube will
produce depends on the specific
compound used.
cold cathode:
The technical name for a
neon lamp, in particular
those with tubing diameter
greater than 15mm and operating
between 60mA and 240mA.
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.
colored tubing:
A term for colored glass
tubing used in neon signs
to achieve a greater level
of color saturated light
not possible with typical
clear glass neon tubes.
concealed fasteners:
Fasteners used to mount signs
to walls and others surfaces
while remaining hidden from
view. (Also called blind
fasteners.)
concrete sign:
A sign for which the substrate
is concrete. A concrete sign
can be cast or poured in
place.
conduit:
Metal or plastic tubes that
channel and protect electric
cables.
conforming sign:
A sign that has been legally
installed in accordance with
all applicable federal, state
and local regulations.
conspicuity:
The effectiveness of sign
in standing out from its
surrounding environment and
capturing the attention of
the passerby.
construction site
sign: A temporary
sign, typically large and
freestanding, displayed
at construction site to
promote and provide information
about the company or companies
involved in the project.
These can include the contractor,
architect, developer, etc.
(Also called a job site
sign.)
content neutral
time, place and manner
regulations: Those
sign regulations which
specify, without consideration
of the sign's content or
message, how, when and
where a sign can be displayed,
including such parameters
as height, size and location.
(See also building code.)
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.
corona treatment:
A treatment process that
alters the static charge
of material's surface, making
it more receptive to the
application of inks, coatings
and adhesives.
corrugated board:
A sign board created by gluing
a corrugated piece of material
to a flat a piece of material,
or between two flat pieces.
The most common type of corrugated
material used in sign making
is plastic.
cost per thousand
(CPT): The cost
of reaching 1,000 viewers
with an advertisement in
a given medium--print,
radio, television and signage.
Based on CPT, signage is
the least expensive form
of advertising available.
cove lighting:
A type of indirect lighting
that emanates upward from
a ledge, valance or horizontal
recess. Commonly uses a fluorescent,
neon or fiber optic light
source.
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.
CPT (cost per thousand):
The cost of reaching 1,000
viewers with an advertisement
in a given medium--print,
radio, television and signage.
Based on CPT, signage is
the least expensive form
of advertising available.
crazing:
The appearance of fine cracks
in the surface of paint,
lacquer, plastic or vinyl.
Typically the result of prolonged
exposure to sunlight (ultraviolet
light) and weather.
crocking:
The rubbing off of color
from a fabric as a result
of using improper or defective
dye.
crossover:
The connection between two
portions of a neon sign,
for example where two letters
come together. Typically,
crossover points are coated
with blockout to hide them
from view.
curing:
The process of drying or
hardening ink, glue or other
substances through the application
of heat or ultraviolet light.
customer acquisition
costs (CAC): The
cost of convincing a new
customer to buy your product
or service. This includes
the cost of market research,
marketing and advertising.
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Where creativity comes in all shapes and sizes! Call Sylvan
Signs today at 503.430.8072!
