Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
The relative lightness or darkness of a hue.
The use of repeating elements and motifs for decorative purposes. In design, repetition occurs in many ways. It can be achieved by using a shape or design element in a pattern, and it can also be achieved through the use of multiple shapes or motifs that have similarities
The art and technique of arranging type to make written language legible, readable, and appealing when displayed.
The part of a letter, usually a vertical line, that rise above the x-height.
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.
A type of user interface design carefully crafted to trick people into doing things they might not want to do.
A graphical representation of the user on a device, used to represent various users in different contexts. It can be a photo, image or drawing.
The ratio of a rectangle's width to its height. It is measured by dividing the shorter side length, here "w" or width, by the longer side length, "h" or height. The aspect ratio may be given as either a fraction or as a decimal.
A set of colors which can be used to create a particular visual effect. It is usually composed of multiple primary, secondary, and tertiary colours.