Brand

A name, symbol or other distinctive feature that distinguishes one business's product from another's, often associated with a logo, design, slogan and other items.

More terms you might want to know

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

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.

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.

Slab Serif

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

Quick Keys or Shortcuts

A Shortcut is a computer function that performs a set of commands to save time. A Quick Key is a keyboard shortcut used to trigger an action.

Monogram

An iconic design that is made up of two or three letters.

Leading

All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.

Design Thinking

An iterative process that designers use to understand the user, challenge assumptions, and redefine the problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. Design Thinking provides a solution-based approach to solving problems. It is a way of thinking and working as well as a collection of hands-on methods.

Style Guide

A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.

Hierarchy

Also known as visual hierarchy, hierarchy is the ordering of priorities in a design. This may include different visual elements, such as contrast, colour, font size and placement on a page. The graphic designer's job is to create an understandable document using organisational systems that the reader easily understands.

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