A logo, symbol, design, or pattern used to promote and distinguish one's brand or company from others.
The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.
Scope creep is when the scope of a project starts to grow without any agreement on how it's going to be paid for. Creep happens because items and features are tacked on top of the original scope of work agreed upon in the original contract.
Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.
Also called a paragraph mark, a paragraph sign or section marker, is a typographical character for separating paragraphs. It looks like a "¶".
A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.
The art of drawing original characters and symbols — especially for decorative purposes.
The art and technique of arranging type to make written language legible, readable, and appealing when displayed.
The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.
The typographic term for the dot above the letters 'i' and 'j'.
A sample of the target audience for which a product or service is intended.