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A way of developing new products or services using a process of repeated and regular refinement, in which prototypes are made, evaluated, revised, and re-evaluated until the desired result is achieved. High profile companies have successfully implemented iterative design to create effective and innovative products.

A portion of an image where the remainder is discarded.

A decoration technique used primarily on paper, metal, and some plastics in which ink or another printing medium is pressed into the material's surface to create a three-dimensional effect.

A set of symbols or "characters" including letters, numbers and various other symbols.

The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.

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

Text that flows from right to left and is the default reading direction of a page with its content aligned on the right margin.

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.

The typographic presentation of a company's name in a stylized form.

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.