Pictorial Mark

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.

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.

Saturation

The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.

Small Caps

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

Foil Stamping

The process of applying a thin layer of foil to paper coated with adhesive on one side.

Font Type

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

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.

Affordance

Affordances describe a relationship between the environment and an animate object, classified as either positive or negative.

Items, such as a car that leads to movement, have a positive affordance. Things like stairs that lead upwards have a negative affordance because they will not allow for any other form of movement other than up or down if used accordingly.

Mood board

A collage consisting of images, colours and text that is assembled to convey an idea or theme.

Hard Return

When you need to break a line of text and start on a new line in a text box.

Contrast

Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.

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