Wordmark

A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.

More terms you might want to know

Foil Stamping

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

Lowercase

The designation of a set of character encoding styles for glyphs that are not capital letters.

Font Weight

The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.

Hierarchy

Also known as visual hierarchy, hierarchy is the ordering of priorities in a design. This may include different visual elements, such as contrast, colour, font size and placement on a page. The graphic designer's job is to create an understandable document using organisational systems that the reader easily understands.

Kerning

The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.

Emblem

A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.

Placeholder Text

Text that is used to fill in a gap in a document.

Calligraphy

The art of decorative writing practised by many different people in many different cultures. Calligraphy is sometimes used to add a personal touch to wedding invitations, special event invitations, and other projects.

Printer's Proof

A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

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