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A Graphic Designer’s Glossary

March 24, 2011

Today’s post is courtesy of Mark Guarino, president of Guarino Design Group Inc. He has been doing graphic design for the AEC industry since 1980 and has worked with more than 40 AEC firms. Trained as an architect, he received his Bachelor of Architecture degree from the Boston Architectural College. Have a graphic design question for Mark? Just e-mail him at or visit

Graphic design is an integral part of marketing within the AEC industry, yet few marketers understand design and how it overlaps traditional marketing and business development. Preferring to leave it to those who specialize, the mere mention of print specs or file types can throw one into a tail spin. Have no fear: Understanding design needn’t be a cause for widespread panic. Next time you’re trying to give direction on the layout of that proposal cover, you can dazzle the designer with your grasp of the details. Below are a few basic definitions to keep in mind.

One Comment leave one →
  1. March 24, 2011 10:19 am

    So THATS what sans serif/serif means. Mark, this is a great addition to the blog! I look forward to more design terminology and best practices.

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