Studio Linear - Boutique Creative Agency

Say What?


Say What? 

Here is a quick guide to our lingo so you can walk the walk and talk the talk.


Brand Identity

A company's brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, submark, tagline, typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers. A Branding Guide is provided so that all materials are cohesive. 


A design for a set of characters. Popular typefaces include Times Roman, Helvetica, and Courier. The typeface represents one aspect of a font. The font also includes such characteristics as size, weight, italics, and so on. There are two general categories of typefaces: serif and sans serif. Sans serif typefaces are composed of simple lines, whereas serif typefaces use small decorative marks to embellish characters and make them easier to read. Helvetica is a sans serif type and Times Roman is a serif type.


A submark is an alternative brand element that is pulled from and inspired from a full logo. In short, it's a variation of your logo. Creating a branded submark is a great strategy for brands with long brand names, and any brand with a more involved logo design. All of our branding packages include a submark for you to use and we will recommend in what setting to use your new submark. 


A vector file can typically be described as a small, scalable, and editable image that provides designers infinite freedom when it comes to graphic design and illustration. As such, vector images are ideal for graphics such company logos, banner ads, and other design images that often require scaling. We provide files in this format in addition to PDF's, JPG's, and PNG's. 

Print Design

Print design, a subset of graphic design, is a form of visual communication used to convey information to an audience through intentional aesthetic design printed on a tangible surface, designed to be printed on paper (business cards, letterhead, stationery, posters, banners etc), as opposed to presented on a digital platform.


If you’re going to be printing something, such as a business card, stationery, or a newsletter, use CMYK. CMYK does not include a white color because it is assumed that it will be printed on a white paper and depending on the percentage of each color that is used, the white from the paper will be used to fill the space, therefore making the shades appear lighter.

If it’s something that will only be seen digitally, use RGB. The Internet is set up to work exclusively with RGB colors and there is a simple explanation behind this. A digital monitor is made up of tiny units called pixels. These pixels are comprised of three light units, one for red, one for green, and one for blue. The RGB values are applied to these pixels, thereby setting the luminosity for each of the light units in each pixel.

We design in both color ranges and if you have a product going to print, we send the print shop a CMYK version for you.

Web Responsiveness

A website design and development that responds to the user's behavior and environment based on screen size, platform and orientation (mobile friendly). The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media queries. Mobile use for web viewing is at an all time high, around 74% of websites are viewed with a cell phone, having a website that is web responsive is critical. Every site we design is responsive and has some neat features such as Mobile Data Bar that displays a businesses Location (automatically opening Google Maps navigation), hours, email address and phone number.

SEO: Search Engine Optomization

The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine. All of our websites have built-in SEO, there is no longer the need to insert metatags or keywords, it is done automatically. If you want to change your ranking in a search, we can suggest methods to imrpove your visibality such as Google Adwords.

Domain & Hosting

A domain is your website URL address, such as If you do not have a domain yet, we help you purchase this. Hosting is the monthly or annually charge to have your website to have storage space and access from a server. All of our websites are hosting with Squarespace. We do not offer outside hosting, the only hosting we provide is for website that we build in Squarespace. Hosting fees are on average between $12 and $16 per month when paid annually.