Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.
A collage consisting of images, colours and text that is assembled to convey an idea or theme.
A printing press that uses movable type and punches to make impressions on paper.
An abbreviation for Portable Document Format. The PDF format was originally developed to share documents between different operating systems in the late 1980s. Any text document, image or page layout can be saved as a PDF file that includes all of the font information needed to display it without losing quality.
The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.
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.
The art and technique of arranging type to make written language legible, readable, and appealing when displayed.
The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.
The study of how colours are related to one another. It is about how we see colour, mix and modify it (according to our needs), and put colour together to achieve the desired mood or atmosphere.
A graphical representation of a scenario, usually created and presented in sequence.