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.
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.
The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.
The adjustment of all characters in a line by moving them closer together or farther apart.
The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.
A term that means the smallest amount of work that can be done to move a project forward.
How well or poorly something can be read.
A generic term for adding colour to an image. A tint can be applied by darkening a colour to create different shades or lightening the saturation, creating a washed-out look.
A type of graphical interface that allows the user to interact with the application on a screen, such as a computer monitor or smartphone, using various types of input devices.
The distance between two points of extrusion or an object. It can also be defined as the measurement of size.
An iconic design that is made up of two or three letters.