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 unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.
The way that a user navigates through a website, app, etc.
The space that an item has around it.
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.
A type of text used as filler or placeholder text. Since the dawn of time, it has been around and is sometimes erroneously referred to as "a nonsense sentence used by printers who have run out of typesetting space".
Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.
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.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
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.