Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
A quick and rough sketch of what you are about to work on. Good for getting the ideas out of your head and onto the page while you're still in that creative phase.
The designation of a set of character encoding styles for glyphs that are not capital letters.
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.
The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.
The way that a user navigates through a website, app, etc.
The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.
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.
The typographic presentation of a company's name in a stylized form.
A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.
An iconic design that is made up of two or three letters.