Creative Services

Getting Started

Whether starting from scratch, editing a previously designed project, or ordering a reprint, submitting a Creative Services Work Request is the place to start!

Who May Request

A UMW contact must be listed for each project. Creative Services will not accept requests from individuals who have no official University affiliation. Student requests for services must include a faculty or staff contact and may or may not be accepted.

The Production Process

Creative Consultation

A consultation is required for new projects. At that initial meeting, clients should be able to provide information about the following:

• size and nature of target audience
• need for and goal of the publication
• intended distribution method
• desired delivery date
• budget and funding source
• samples of previous publications
• preliminary text in a Microsoft Word document
• images or sketches to be used in publication

A production timeline will be developed listing dates for the following:

• initial design proof to client (In some cases, to avoid misplaced investment of time and resources, a preliminary draft will be submitted to clients prior to delivery of Proof #1.)
• specifications to printer or purchasing for price quotes
• final proof to editor/client
• bid awarded
• final art to printer
• printer’s proofs approved by client
• delivery

Any questions or concerns about the timeline should be addressed at the outset of the project. Also, the client who will actually sign off on the project MUST be involved in the initial planning and conceptualizing stages.

Submitting Content

Edited Copy

The design process cannot begin until all text has been finalized. Making substantial editorial changes during page production can cause extreme delays in the completion of the project. Finalized text should conform to University style guidelines. If copy is primarily for internal audiences, it should be circulated within the client’s office so that several sets of eyes review it for accuracy.

All Images, Logos, etc.

1. Images taken from the web generally do not reproduce well and cannot be used for print. Also, we cannot extract images from Word files. Neither can we use copyrighted images without express written permission. All permissions to use images must be secured by the client before they are submitted to the designers. NOTE: Please ask Design Services in advance about how to determine which images will print well. Questions and concerns about images are encouraged.
2. Submit images as .tif, .eps or .jpg. We require all raster-based files to be 300 dpi to ensure optimal print quality.
3. Submit logos or text art as vector-based files. These must be created in a vector-based design program such as Adobe Illustrator. Common vector file formats are AI, EPS, SVG, and PDF.

• There are two kinds of computer graphics – vector and raster.
• Vector graphics use mathematical relationships between points and the paths connecting them to describe an image. Vector graphics are composed of paths.
• Raster images use a grid of individual pixels where each pixel can be a different color or shade. Raster images are composed of pixels.
• The image below left is representative of a vector graphic and the image to the right is representative of a raster image. They are shown at four times actual size to exaggerate the fact that the edges of a raster image become jagged as it is scaled up:

The Proofing Process

Creative Services makes every effort to work with clients in meeting deadlines. However, advance planning and ample lead time are vital to the successful completion of a project.

Clients will be provided as many as three proofs at no charge. Beyond that, print deadlines will be affected, and additional charges may accrue. For this reason, it is ESSENTIAL that all parties involved in production of a piece have an opportunity to weigh in on the initial proof.

Proof #1

Should be close to what the client visualized. Review of this proof should focus on how the text and graphics meld and on any issues related to font and type size. All grammatical, stylistic, and design concerns should be addressed on this proof.

Proof #2

Should be 99 percent complete. Review of this proof should amount to minor adjustments.

Proof #3

Should be print ready.

This proofing schedule is necessary for Creative Services to keep pace with the large demand for its services. The most common reason for violation of this schedule is improper advance planning. Adherence to the above guidelines will prevent nearly all needs for additional proofing beyond the standard three-proof process. Finally, requiring additional proofs for your project will automatically create a backup in the carefully scheduled Creative Services workflow, forcing the staff to delay other vital projects.

Clients are required to approve all projects handled by the Creative Services by signing the final proof. Creative Services is not responsible for errors on an approved proof.

Because branding is critically important to the University, any publication disseminated off campus must bear the official University of Mary Washington logo. Guidelines for correct usage can be found online by accessing the University Brand Standards. (log in required)