A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
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 graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
A printing term that describes how close an object is to the edge of a printed page. Bleeds are often used in graphic design for books, magazines, posters and other printed materials with photographs or illustrations.
The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.
The primary graphic that appears at the top of a webpage, designed to grab people's attention.
A data visualisation tool that can be used to explore and group people's thoughts or reactions to a set of concepts. Affinity diagrams are often used in user research and design thinking as an experimental technique for generating new ideas or solutions.
The emergent patterns in these visual representations can help identify which aspects your audience will respond well to, thus enabling decisions on the information architecture and next steps in the process.
It is important to note that affinity diagrams were initially developed for qualitative research but have since been adapted for quantitative research (though they are not typically used with statistical data).
A graphical representation of a scenario, usually created and presented in sequence.
A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.
A form of typographic ornament used by a type designer for decorative purposes. Common ligatures are based on joining two or more letters together, often with figures embedded in the design
A logo, symbol, design, or pattern used to promote and distinguish one's brand or company from others.