Tint

A generic term for adding colour to an image. A tint can be applied by darkening a colour to create different shades or lightening the saturation, creating a washed-out look.

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Monogram

An iconic design that is made up of two or three letters.

PNG Image

A PNG (Portable Network Graphics) file is a bitmap image format that has been designed to store images with an alpha channel. This format is primarily used for transparency so that it can be placed over other graphics in many design applications.

Carousel

A series of slides that are positioned one after the other. As you scroll through the images, the next image in the sequence is automatically loaded. Once you scroll to the end of the carousel, it cycles back around like a horse on a circular track.

Uppercase

Also known as caps, a type property that specifies that all letters in a body of text are capitalised.

RAW Image

A digital image captured by a digital camera or scanner that has not been processed in any way by the camera software.

Small Caps

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

Ascenders

The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.

Descenders

The portion of a letter such as y, p, q or j that hangs below the baseline of the text.

Abstract 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.

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.

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