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.
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.
A way of expressing colours on digital media. To specify a hex code, you need to consider the three primary colours: red, green and blue. The hex code is always six characters long and looks like this: #RRGGBB and their values range from 00 to FF.
The feeling or mood created by a design.
The small decorative stroke at the end of a stroke in a letter, or a typeface.
A graphic element that has a definite length and direction. Examples of vectors would be straight lines, edges, or curves.
The measure of a device or computer system's ability to capture fine detail. A higher number of pixels can provide more details and finer images on the screen.
The last line of a paragraph following the rest, or a single line in a paragraph that is out of place with the rest.
Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.
The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.