Picnic Terminal Visual Communication

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Communication through design

Among our customers you can find companies and institutions from various branches with ambitious marketing goals. Whatever the objective is, we like to think along and will stand by you with passion and creativity to provide customized value to your product, strategy or message.

Miriam Hürzeler

Miriam Hürzeler


Bachelor of Graphic and Industrial Design (ESDI, Brazil);  Masters of Industrial Design (Rhode Island School of Design, USA).
Product-, Package- and Corporate Designer in Brazil, the USA and Switzerland. Specialisation in Multimedia and Webdesign.

Jost Hürzeler

Jost Hürzeler


Two years of Economics (University of Basel) and Bachelor of Fine Arts in Industrial Design (Rhode Island School of Design, USA).
Package, Product and Exhibition Designer for leading agencies in Switzerland. Author of several books.

Our clients

Our clients

AWK Group
BDH Solutions
Deutschschweizer FH
Enterprise Stiftung
Halbbild Halbton
Hasler Stiftung
Marugg + Bruni Ingenieure
OGS Beratungsteam
Rütter Soceco
Schmidt + Partner Bauing.
Senarclens, Leu + Partner
Unfug und Unsinn
W&W Immo Informatik


About us

About us

Picnic Terminal was established in 1999 as a simple partnership. We are a team with extensive experience in all areas of design and like to advise our clients personally and with great flexibility.

Partners and Clients

What we do

Corporate & Graphic Design
Screen & Web Design
Product & Exhibition Design


Corporate & Graphic Design

We create new brands and logos, modernize old and even advise you in the search of new names and wording. We define typography, colors and shapes that make your organization, your product or message unique and recognizable. But what is most important: We take care of all your media such as flyers, brochures, posters, reports, advertisements, informational graphics etc. and see that your corporate identity is widely communicated and consistently visible.

Screen & Web Design

For us, high optical standards and impeccable functionality go hand in hand when it comes to online presentations, screen presentations or digital documents. We offer planning, design, programming, content creation, training and support, in part or as a whole. In the web development area, we work with popular open source Content management Systems like Joomla! or Wordpress. See also our FAQs for interesting tips.

Product & Exhibition Design

3-D design is no longer part of our core services, but thanks to our background as industrial designers, we offer Consulting in the areas of product, packaging, display and exhibition design. When required, we can cooperate with partners, which are specialized in manufacturing, production or engineering. If you want everything under one roof, in addition to planning and design development, we take care of the entire coordination and production supervision.



Consulting & concept
Realization & implementation
Maintenance & support

Transparent proposals, in-depth expertise, precise monitoring of deadlines, excellent price-performance ratios.

The right image format

JPEG is well suited for compression of photos while an EPS file can consist of graphic and font paths ...



Use: offset > Color mode: CMYK
The Tiff format (Tagged Image File) is the standard format for embedding high-resolution bitmap images in the prepress. 


Use: Offset, Vector Illustrations and Drawings > Color: Pantone and / or CMYK
EPS (Encapsulated PostScript support) supports both raster graphics and vector information. An EPS file can consist of graphic and font paths from Illustration software, providing maximum printer resolution, independent of image resolution. Vector graphics files store values as numbers, not as individual points like in raster graphics. Therefore, vector graphics are scalable without quality loss.


Use: Web and digital images > Color mode: RGB
JPEG (Joint Photographic Experts Group) is well suited for compressing photos and halftone images. The higher the compression, the smaller the resulting file. Images saved in JPEG format still suffer a loss of quality. Not ideal for line drawings, type and solid tinted areas.


Use: Internet, PowerPoint, Screen > Color mode: RGB
GIF (Graphics Interchange Format) is intended solely for the screen, for two-dimensional graphics or logos with a few colors. GIF ist not suitable for photos, since the maximum depth is 8-bit (a maximum of only 256 colors are displayed). But it supports transparency, as opposed to JPG format. Animated GIFs are the standard format for banner ads on Web pages.


Use: MS-Word, PowerPoint, Internet, Vector graphics, Pixel images > Color mode: RGB
PNG (Portable Network Graphics) combines the best features of GIF and JPEG: it compresses without loss, but with up to 32 -bit color depth, and supports true transparency, which is the continuous transition from opacity. A major disadvantage is that PNG is not yet supported by old browsers. 


Use: MS-Word, PowerPoint > Color mode: RGB
MS-Word, PowerPoint BMP (Bitmap) is the default file format for graphics in Windows applications. PICT(Picture) ist the bitmap version on Macintosh computers.


Use: working file for image processing > Color mode: All
PSD (Photoshop Document) stores all information of the programs Photoshop and/or ImageReady. These work files are not suitable for printing or use on web pages, as images can consist of several layers.


Use: Architecture offices, CAD > Color mode: All
AutoCAD Drawing Interchange Format - AutoCAD is one of the world's most widely used CAD / CAM / CAE applications. A DXF file can contain 2D and 3D representations of drawing elements.



types of images



Do you often mention CI, when you actually mean CD?


Corporate Identity (CI) is the coordinated use of behavior, communication and appearance, both internally and externally. The basis for this is the company's mission, which is brought alive with the corporate identity. The aim of the corporate identity is a sustainable company development. The CI is therefore the personality of an organization which is perceived as a unique actor.

Corporate Design (CD) is understood as the visual identity, the appearance part of the corporate identity. Corporate design is used for design of signs, workwear, typography, architecture, color schemes and so on.


Color systems

The reproduction of a color with other color schemes or charts is only remotely possible. An exact match of a color shade between two systems is very rare ...


Printing colors:

CMYK / Euroscale: Cyan, Magenta, Yellow, Key (black) are process colors used for 4-color printing. Euroscale is an european standardized chart based on this system. Offset printing uses four printing plates, corresponding to each one of the process color s. But also digital printers, ink jet or laser, work with this system.

Pantone: International color system consisting of more than 1,000 solid colors and mixtures. These are mainly divided into Pantone Coated (for coated paper), Uncoated (coated paper) and solid-to-process (pantone to CMYK, Euroscale).

Monitor colors:

RGB: RGB is an additive color space, which is produced by mixing three primary colors (red, green and blue) . RGB is a color space only suitable for the reproduction of color in self-luminous systems (displays, monitors, video projectors, camera, etc.). RGB is not suitable for printing!

Web-safe colors: The Web-safe color palette was developed in a time when most computers could only display 256 different colors (8 bit). The Web-safe colors are indicated ​​in hexadecimal values of RGB. This two digits denote the intensity of each of the three color channels red, green and blue in that order. So for example #FF0000 is Red, # 00FF00 Green and #0000FF Blue. Due to the prolifeartion of video cards and monitors that can display a color depth of 24-bit or greater, this limited range of web-safe colors has actually become meaningless, being however still widely used.


RAL: Palette of predefined colors. Used mainly for surface and wall paint. Originally RAL (Committee for delivery conditions) served the standardization of color use in the public domain (eg, 3000 Fire Red for fire engines). Use: Outdoor advertising, laminates, machines, furniture etc.

Fetch PDF images

You would like to use PDF illustrations, pictures or graphics in other applications? Here's how you do it:


A.  Get the pictures (as a JPG for Word, PowerPoint, etc.)

1. Choose the Snapshot tool under "Tools"> Select & Zoom".
2. Draw a rectangle around the graphic (also including titles)
3. When you release the mouse button the selection is automatically copied to the clipboard. Open the document in another application (eg. Word) to insert, selecting "Edit > Paste" in the target document.

B. Save the graphics in the same resolution assigned to the PDF  (eg. for printing)

Step 1: Isolate the chosen PDF pages first:

1. Open the PDF document in Acrobat and select Document > Extract Pages.
2. Specify page range.
3. Select "Extract pages as separate files" in the dialog box.
4. The page(s) will be saved separately.

Step 2: Isolate individual graphics:

1. Open the page which was extracted in Step 1.
2. Select Tools> Advanced Editing>"Crop Tool".
3. Drag a rectangle around the graphic you want to crop. If necessary, drag the corner handles of the cropping rectangle until it reaches the desired frame size.
4. Double-click the clipping rectangle (inside).
5. The dialog box "Crop Pages" opens, where you can see the edge of the clipping rectangle and the dimensions to be cropped. Click "OK". Save.



Print PDFs contain original vector graphics, colors and fonts with high resolution. With system B these information will be saved. By method A, however, only a screen shot is made and converted in RGB.


Color rep pitfalls

A color can look completely different on each monitor. Also, each printer has a different color reproduction.


Even the paper quality or the ambient light has an influence on the color appearance:

Color temperature
Monitors offer various settings to provide quality reproduction. Calibrate your monitor preferably with a color temperature setting of 6000-6500 K. 

Color Profile
Devices such as graphics card, monitor, projector, printer, etc. use different color profiles. In order to enable accurate color reproduction, each of the devices used must be assigned its specific color profile. The different layout, photo editing and drawing applications also use profiles, which should be synchronized.

White papers present colors differently then grayish recycled paper. Papers with rough surfaces absorb the ink, unlike the smooth and shiny surfaced papers. On this the colors appear stronger and more brilliant.

Ambient light
The perception of color always depends on the prevailing ambient light. Thus, under certain lighting conditions, different colors can be perceived as being the same. {/slide}

Color model and mode
Colors are usually defined in the color models RGB and CMYK in order to be matched between different media. A computer uses a RGB color model, defined by red, green and blue, while printers and offset printers work with CMYK (cyan, magenta, yellow and black). The appearance on the monitor and from color inkjet printers is often more brilliant than those produced by the printers.

Spot colors
Color charts such as the Pantone Matching System, have established themselves as a global standard in the printing and design industry as a reliable method of defining color. Unlike the four-color printing, special inks offer the advantage of a relatively constant quality of the reproduced colors. Pantone colors cannot be reproduced on screen or office printer accurately though. Even when converted to 4-color printing, it is is never the same, because Pantone is usually much more brilliant.



Picnic Terminal Visual Communication

Weststrasse 182, 8003 Zurich
T +41 (0)44 401 10 75
Email: info@picnic-terminal.ch

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