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

Baseline

An imaginary line on which most letters "sit". As such, it equals the height of an em square. The expected result of a baseline is to reference the height with which text is aligned. The alignment ranges from ascenders, which are the upper strokes in b, d, and h, down to descenders like j or y.

Crop

A portion of an image where the remainder is discarded.

Usability Testing

A process in which subjects use a product or service under test conditions and report their experience.

Crop Marks

Also called trim marks, are markings on artwork that tells the printer where to cut the page.

CMYK

CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).

Microcopy

The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.

Small Caps

Small uppercase letters, generally about half as tall as regular uppercase letters.

Resolution

The measure of a device or computer system's ability to capture fine detail. A higher number of pixels can provide more details and finer images on the screen.

EPS File

An Encapsulated PostScript file (.eps) is a vector graphics format. EPS files are typically used to exchange artwork between different design programs, such as Adobe Illustrator and other vector graphics applications, including CorelDRAW, Inkscape, SIAE Draw and others. EPS files can also be used to provide a file format for print.

Hue

A colour that appears to be pure and lacks any lightness (or tone) or saturation.

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