HEART Framework

A symbol that is used in the design industry to give a more personal touch. Lettermarks can be an individual's name or initials that are cleverly designed and incorporated into a company's logo.

The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.

The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

A series of slides that are positioned one after the other. As you scroll through the images, the next image in the sequence is automatically loaded. Once you scroll to the end of the carousel, it cycles back around like a horse on a circular track.

A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.

A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.

A prominent design feature of web applications. Links can be used to navigate websites, provide shortcuts to content, or change views within a web application. These links allow for ease of access and save time when users need to find information or use services from other domain names.

The width and height of a document, after having been cut down to size from a larger sheet.

A design or decoration impressed into the surface of a material.