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.
A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.
A set of symbols or "characters" including letters, numbers and various other symbols.
The degree of difference between the two sides of an object or system.
CSS or Cascading Style Sheets are a language for describing the look and formatting of HTML elements in a webpage.
A greater typographic weight than the standard typeface, often used to highlight text that the writer wants to emphasise or denote sections, headlines or quotes in printed material.
Bold type is a little heavier than the average type because of its higher contrast, making it more readable. The opposite of bold type is light type, also known as regular or book.
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.
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 last line of a paragraph following the rest, or a single line in a paragraph that is out of place with the rest.
A style of architecture and design that was popular in the 1960s and 1970s. Brutalist buildings are typically characterised by durability, simplicity, and an emphasis on form following function. Brutalism is not a single style but an umbrella term for architecture with a stark and futuristic look.
A non-functional first draft of a design.