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.
A graphical representation of a scenario, usually created and presented in sequence.
A letter, symbol, or another alphabet unit.
Colours on the same side of the colour wheel as red, such as pink, orange and yellow.
Vector graphics are made up of two sets of points: control points (which determine shape) and anchor points (determining length). Anchor points attach geometry to form a shape like a ball or a heart.
The typographic term for the dot above the letters 'i' and 'j'.
Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.
A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
Also known as an Ishikawa diagram, is a widely used technique in project management. The diagram provides a means of evaluating the cause-and-effect relationship between the various activities necessary for completing a project by visualising all activities in the project as bones that interconnect on an anterior and posterior spine, with causality flowing from one to another.
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.