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

Composition

An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.

Palette

A set of colors which can be used to create a particular visual effect. It is usually composed of multiple primary, secondary, and tertiary colours.

Letterpress

A printing press that uses movable type and punches to make impressions on paper.

Prototype

Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.

Monospace

A style of typeface that uses a width-to-height ratio of 1:1.

Display Typface

Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.

Persona

A sample of the target audience for which a product or service is intended.

PDF File

An abbreviation for Portable Document Format. The PDF format was originally developed to share documents between different operating systems in the late 1980s. Any text document, image or page layout can be saved as a PDF file that includes all of the font information needed to display it without losing quality.

Onboarding Flow

The process of a new user being brought in to a new product. The design for this process aims to have an effective, efficient, and engaging user experience.

System Font

A type of font that comes pre-installed in an operating system.

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