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.

More terms you might want to know

Lettermark

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.

Empathy

A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.

Masthead

The name, logo, and other identifying information at the top of a newspaper or magazine publication.

Asymmetry

The degree of difference between the two sides of an object or system.

Ligature

A form of typographic ornament used by a type designer for decorative purposes. Common ligatures are based on joining two or more letters together, often with figures embedded in the design

Pull Quote

A brief snippet taken from the text of an article.

Pictorial Mark

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.

Calligraphy

The art of decorative writing practised by many different people in many different cultures. Calligraphy is sometimes used to add a personal touch to wedding invitations, special event invitations, and other projects.

Saturation

The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.

Hero Image

The primary graphic that appears at the top of a webpage, designed to grab people's attention.

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