Logotype

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

More terms you might want to know

Material Design

A design language developed by Google. The goal of Material Design was to create fluid, natural movement for users on any platform they happen to be using.

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.

Class

A selector that can be applied to any HTML element. Classes should be used when designing for multiple instances. For example, if you want all <h1> tags in the website to look blue, then you could use the class="blue-text" attribute.

Vector Graphics

Vector graphics are made up of two sets of points: control points (which determine shape) and anchor points (determining length). Anchor points attach geometry to form a shape like a ball or a heart.

User Journey Map

A diagram that reflects the processes and steps a user would take when completing a certain task or goal. The User Journey Map also highlights the key activities, touchpoints, stakeholders, and benefits of an experience. In order to develop an effective strategy that helps guide users through the process of reaching their goals and objectives, the User Journey Map provides a comprehensive view of how your customers will navigate towards achieving their goals.

Stock Photo

A photograph that is purchased and licensed for exclusive use by an individual or business.

Hue

A colour that appears to be pure and lacks any lightness (or tone) or saturation.

Font Case

The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.

Colour Palette

A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.

Minimum Viable Product (MVP)

A term that means the smallest amount of work that can be done to move a project forward.

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