Brand Identity

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.

More terms you might want to know

System Font

A type of font that comes pre-installed in an operating system.

Class

A selector that can be applied to any HTML element. Classes should be used when designing for multiple instances. For example, if you want all <h1> tags in the website to look blue, then you could use the class="blue-text" attribute.

Script Font

A type of font designed to imitate handwriting.

Dark Pattern

A type of user interface design carefully crafted to trick people into doing things they might not want to do.

Heuristic Evaluation

A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.

Usability Testing

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

Point Size

A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.

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.

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.

Bracket

The word "bracket" is often used to refer to parentheses and is written as either [] or () and used to delimit blocks of text, e.g. a set of instructions. Within brackets, items are arranged from left to right in order of precedence.

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