Logotype

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

More terms you might want to know

Agile Design

A process that involves assigning people to work on different parts of the design and making sure that they focus on one area at a time. This method is an excellent way to release products more quickly and with higher quality.

The most common types of agile methods are Scrum, Kanban, XP and Agile Modeling. It can often be difficult for companies to make the switch because it requires significant changes in how product development occurs.

Font Weight

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

Small Caps

Small uppercase letters, generally about half as tall as regular uppercase letters.

User Flow

The way that a user navigates through a website, app, etc.

Infinite Scroll

Generally used when a page has so much content that it would be impossibly long to load the entire page at once. Infinite scroll consists of an auto-generated list of items that constantly loads new items as they load off the bottom of the screen.

HTML

A language used to create web pages, and it stands for Hypertext Markup Language.

Trim Size

The width and height of a document, after having been cut down to size from a larger sheet.

Prototype

Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.

Ascenders

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.

Bracket

The word "bracket" is often used to refer to parentheses and is written as either [] or () and used to delimit blocks of text, e.g. a set of instructions. Within brackets, items are arranged from left to right in order of precedence.

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