Abstract Mark

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.

More terms you might want to know

Orphan

One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.

KPI

A key performance indicator is a variable that measures how well an entity is performing. It's a figure that designates an individual or item's performance level. A particular company may use metrics such as sales, revenue, production, and market share to gauge the success of their firm.

Typesetting

The process of arranging type to make written material readable. The arrangement of type involves decisions about individual letters and words (e.g. line spacing, letter spacing, and word spacing) and more significant page layout decisions (e.g., margins, headline position on the page).

Display Typface

Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.

Font Type

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

Minimum Viable Product (MVP)

A term that means the smallest amount of work that can be done to move a project forward.

Brutalism

A style of architecture and design that was popular in the 1960s and 1970s. Brutalist buildings are typically characterised by durability, simplicity, and an emphasis on form following function. Brutalism is not a single style but an umbrella term for architecture with a stark and futuristic look.

Stem

The part of a letter, usually a vertical line, that rise above the x-height.

Card Sorting

A UX design technique in which you divide your users into groups, show them cards with different names for unrelated objects and ask them to categorise them.

Negative Space

The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).

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