A non-functional first draft of a design.
A unit of measurement that equals 1/6 of an inch, or 1/72 of a foot.
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
In typography, a bowl is a curved shape used to control the area of white space.
The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.
The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.
The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.
The setting on a camera's lens which controls how much light comes into the camera. Aperture settings can usually be set to F-stop values ranging from F1.4-F22. The higher the aperture value, the smaller the opening is, and vice versa, which affects the depth of field in photos and how much light reaches and illuminates a subject or scene in a photo.
Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.