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.
Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.
A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.
The sum of all experiences an individual has with a company or its delivery channels during their journey. From handling and registering a complaint to ordering new products, these interactions are monitored and analyzed at every touchpoint by frontline employees, developers, designers, and product managers for improvement opportunities.
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 designation of a set of character encoding styles for glyphs that are not capital letters.
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.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
Generally used when a page has so much content that it would be impossibly long to load the entire page at once. Infinite scroll consists of an auto-generated list of items that constantly loads new items as they load off the bottom of the screen.
A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.
A graphical representation of a scenario, usually created and presented in sequence.