Have you ever wondered what would be possible for you in marketing even with a little design knowledge? Do you want to take your social networks to the next level, increase the number of subscribers, likes and shares? You can't do without good visual content! Fortunately, in the Internet era, learning new things has become accessible to everyone who knows how to use a search engine. To help you get started in a new field, learn these 48 design concepts and their applications. For ease of reading, we have divided the terms into groups.
Decor
How you place objects in the image will determine how the reader perceives the information. It is important to place them at the target points of the design; the rest should not distract much attention.
1. Golden ratio
The golden ratio is the ratio of two quantities when, as a result of dividing the larger by the smaller, the number 1.618 is obtained. Using the golden ratio rule, you can make your pictures easier for the eye to perceive. Determine how the viewer's gaze will travel through the image - from the more free space to the saturated part.
Below is an example of how the golden ratio is used to divide the space between the main part of the site and the sidebar.
2. Rule of thirds
Imagine that a grid is drawn on your image, which with its lines divides the image into 3 equal parts.
To make pictures look visually better, place objects on lines and their intersection points. It is best to place the horizon on one of the guides.
Use the grid points where the guides intersect as the target locations for your design.
Fonts and indentation
There are no mandatory rules for when to use one type of font or another. However, following a number of expert tips will make the text more readable. For the main part of the text on a website, it is usually recommended to use sans-serif fonts, but for headings, serif fonts are more suitable - they catch the reader’s eye.
3. Serif fonts (serif)
Serifs are like a small “swish” or curl on letters. The most famous representative is Times New Roman. Serif fonts are best used for headings and other standout elements. They catch the reader's eye.
4. Sans-serif
“Sans” means “without”, respectively, “sans-serif” is a sans-serif font on the letters. A typical representative is Arial.
Sans serif fonts are better suited for the body of text. Nothing will interfere with the reader's ability to perceive the information.
5. Serif fonts in the form of plates (slab serif)
The thing about slab serif fonts is that they feel more geometric and larger than traditional serif fonts.
An example of such a font is Museo Slab.
6. Handwritten text styles
Based on handwriting style. They are smoother than traditional font types. Well suited for logo design and general branding.
An example of how font text might look in handwritten style.
7. Monospace font
A monospaced font (also known as a fixed-pitch, fixed-width, or disproportionate font) is when letters and other characters (numbers and symbols) occupy the same amount of horizontal space. In other words: both the letter “w” and the letter “t” will be equal in width, as well as the number “2”. A large array of monospaced text is difficult to perceive. But this can be a good design solution for headlines on posters.
8. Hierarchy
Hierarchy in typography is an organization system that establishes an order of importance between data and simplifies content navigation. This helps direct the reader's gaze from the beginning of the section to the end, allowing you to highlight the necessary information.
An example illustrating the importance of object hierarchy in a text.
9. Kerning
Kerning is a selective change in the spacing between letters. This element defines the space between two specific letters (or other characters: numbers, punctuation, etc.). Thus, the spaces are adjusted, which improves the readability of the text.
10. Spaces between words
In English there is the concept of traking. It means roughly the same thing as kerning. The difference is that instead of focusing on the spaces between individual letters, the focus is on the spaces between a group of letters/between words. Just like kerning, the element is necessary to improve the readability of text.
11. Space between lines
Determines how much space there will be in the text between lines. Used to create space between the bottom of one line and the top of the next line to make it easier to read.
A large space between lines allows you to divide the text into blocks and paragraphs. A little division makes the text unified.
12. Hanging lines
These are lines of text that remain “alone” at the top or bottom of a paragraph. There are 2 options for dangling strings:
- Left word/phrase: when the last line of a paragraph contains one word or a very short line. Visually, the line appears small and does not match the rest of the paragraph.
- Left Line: The last line of a paragraph that has been moved to the beginning of the next page. It is separated from the main body of the text.
At the layout stage, they try to remove dangling lines. The hostility towards them is explained by aesthetic (the text loses its uniformity and its rectangular shape) and technical reasons (hanging lines reduce the readability of the text).
13. Lorem Ipsum
Lorem Ipsum is plain text and the classical pangram used in the design industry. Usually it is nonsense text, the writing of which uses all or almost all letters of the alphabet. Lorem Ipsum is needed for page layout. At the same time, it helps to view the text in the given parameters.
Colors
Selected colors play an important role in the perception of the author's message. Some colors stimulate action, others relax. A separate difficulty in choosing colors is the difference in the display of tones on displays and paper.
14. RGB
RGB is a color model in which the main colors are red, green and blue. They are mixed in different ways to produce a wide range of colors. Within this color model, it is believed that mixing colors ultimately leads to white. Since the RGB model is used for images on the screen of computers and other equipment, the colors take into account the backlight of the screen.
15. HEX
Hex is a 6-color model used in HTML, CSS, and software application design to represent colors.
16.CMYK
CMYK is the color model used for printing. CMYK colors are initially lighter than those produced by color mixing. The more mixing, the darker the resulting color.
The base is yellow, purple, cyan and black, the mixing of which leads to the creation of new colors. Why do you need a CMYK model? The RGB model is designed for digital screens and loses brightness when printing. A model was needed that would preserve colors when printed.
17. Panton color model
Standardized color matching system. Each shade has its own number, which simplifies the process of finding and reproducing the required color.
18. Warm colors
Warm colors like red, orange, yellow or variations of these colors convey a friendly, joyful, cozy mood.
19. Cool colors
Cool colors such as blue, green, purple have the ability to calm.
20. Analogues
Analog color schemes use colors that are next to each other on the color wheel. They usually look good together and create a calm and comfortable design.
21. Complementarity
Complementary colors are colors that are opposite each other on the color wheel (for example, red and green). Colors located on opposite points of the circle allow you to “play” with contrast and highlight the necessary objects.
22. Triads
This color scheme advises using colors that are evenly spaced from each other on the color wheel. If you connect the colors with dots, you get an equilateral triangle. Like other ways of working with the color wheel, triads help you choose colors that are in harmony with each other.
23. Color theory
There are 3 basic concepts in color theory:
- Color wheels - give hints about which colors are best used together.
- Color harmony is the consistency of colors as a result of the found proportionality of their shapes and volumes of use.
- The context of how colors are used and their impact on human perception.
Understanding how to use different colors to convey a point is an important part of both design and marketing. Below is a short guide to how colors affect the brain's perception.
24. Palette
A color palette is a set of colors that can be used for all illustrations or design work that represents your brand. The chosen colors should be harmoniously related to each other.
25. Monochrome
The term "monochrome" is used to describe designs or photographs that are taken in one color or different shades of the same color. This technique is often used to give an image an antique effect.
26. Gradient
A gradient is a gradual change in color to another color (for example, green gradually turns into blue) or a smooth transition of color into transparency. There are 2 types of gradient: linear and radial.
In images, a gradient can help make an object appear more realistic. For example, create a lighting effect.
27. Transparency/Opacity
This allows you to make some design elements transparent. The lower the opacity level, the more transparent the element appears. For example, 100% opacity means the object is in its normal form.
More transparent objects “weigh” less. You can select other objects in the image. Using transparency, they “play” with shades of colors.
28. Tone
Tone is a way of describing color. Any color on the color wheel is a tone. Red, blue and yellow are tones.
29. Shade
Hue is a color option. Hues are created by adding white to any hue on the color wheel. Lightening and tone reduction make the color less intense.
Rich tones allow you to highlight the main thing. The use of shades makes objects visually softer and lighter.
Branding
A name, logo, brand symbol for a business is almost like a name for a person. A certain style of a company emphasizes its uniqueness and allows it to be distinguished from others.
30. Logo
Logo is the name of the company, which is made in a unique design for business use. Any company needs to formalize its name in the form of a logo so that the buyer can easily and quickly identify the products.
31. Brand symbol
Typically, a brand symbol does not contain the company name. For representation, a company uses a symbol or icon. Just like a logo, it allows you to identify products.
32. Icon
Icons are pictures that are used to represent an object or action. For example, a picture of a pen could represent the process of writing something, or simply the pen itself as an object.
Icons can be used to create a brand identity. They don't necessarily have to relate to what your company does, but they should convey the feeling you want to convey to the client.
Icons can help save space when creating a company website. Instead of bulky words or texts, it is enough to place one image. However, when using iconic images, think carefully about what you want to represent and how clear it is for your audience.
33. Style guides
Style guides are a set of standards for the design of everything related to your brand, no matter whether it’s a landing page, or business cards, or just printed documents. The reason for creating a style guide is to ensure complete consistency wherever the brand name appears.
Working with design
It's important to consider how each design detail works. Vivid accompanying details can interfere with the perception of the main information. In a jumble of elements, the client will not see your super offer; a bright background will distract attention from the useful text. An aesthetically well-designed space will allow you not to lose leads and gain new clients.
34. Grid
Necessary for uniform separation of columns and rows. Grid points help designers arrange elements accordingly. The grid allows you to evenly distribute objects on the layout.
35. Scale
In design, scale is the ratio of the size of one object to the size of another. Two elements of the same size may look equivalent, but elements of noticeably different sizes will look different.
When you place design elements side by side, think about how you can use scale to help illustrate the meanings within the whole picture. For example, a large circle will look more powerful and important than a smaller one.
36. Aspect Ratio
This refers to the ratio of the width to the height of a shape, most often a rectangle (since most screens are wider than they are tall). It is written as a mathematical ratio using two numbers separated by a colon (width:height).
37. Texture
Texture is a certain type of “surface” of an image. You can make the object in the picture appear to be made of brick or fabric. Texture gives the image volume and realism, makes the picture “tasty” and selling.
38. Symmetrical layout of objects
This is the arrangement of things in the picture so that they are at an angle of 90 or 180 degrees to each other. In other words: objects lie parallel or perpendicular to each other.
This technique is often used by fashion publications. It allows the author to show many objects at once without creating visual overload. Properly and neatly arranged objects make the photograph stylish and attract the attention of the audience with its aesthetics.
39. White space
White space, also known as negative space, is the area of a design solution that remains empty. The space between graphics, images, and everything else on the page. Although it's usually called white space, it can actually be any color.
A good example of white space is the Google home page. Everything is almost all white so that users can concentrate on the search bar.
40. Resolution
The resolution of an image determines its quality. Generally, the higher the resolution, the higher the quality. In high resolution, the image will be clear and crisp. In low settings, the picture will be blurry and unclear.
41. Contrast
Contrast occurs when 2 elements on a page look different. These can be different colors for text and background, or dark and light tones of pictures. One of the main reasons for using contrast in design is to attract attention.
42. Saturation
The concept of saturation refers to the intensity and purity of a color. The more saturated the color, the more vibrant it appears. Unsaturated colors appear pale.
High saturation of certain elements in an image makes them stand out and can attract more attention and carry more visual weight than other elements. If you want to add text to a picture, it's best to use a lightly saturated background.
43. Blur
Blur makes the picture unclear and blurry. It's a great idea to use a blur effect when you're going to add a text layer to an image. The text and some details of the picture can form a competitive relationship with each other; blur eliminates this situation and makes the text more readable.
44. Framing
When you crop an image, you discard the unwanted part of the picture. Cropping allows you to change the emphasis or direction of an image.
45. Realistic rendering of an object
When a digital item appears to be an exact replica of a physical item. For example, bookshelves in reading apps look and act like objects in real life should.
This type of design was popular in the early 2010s and is still used on some resources. When might realistic rendering be useful? For example, you display examples of your products on your website. A potential client will be able to evaluate the appearance, and it will be easier for him to make a purchasing decision. Using realistic rendering of buttons on the site will make it easier for visitors to find “clickable” elements.
46. Flat design
A minimalist approach that focuses on simplicity and practicality. Typically, this design is characterized by the presence of a lot of open space in the picture, clear outlines, bright colors and two-dimensional illustrations.
Flat (or flat) design is quite popular. It gives the image a feeling of lightness and trendiness. Suitable for attracting a young audience. However, there is a significant disadvantage to using flat design on websites - it is not always obvious which objects are clickable and which are not.
47. Raster
Raster images are made up of a grid of pixels. When you resize an image, it may become blurry. Chances are that most of the pictures you've ever seen were raster.
48. Vector
Vector images are made up of pixels, lines, and curves. This means that the image can be scaled without losing quality. Unlike raster images, vector images are not blurred when scaled.
It is best to make logos and various brand marks in the form of a vector image. Then you won’t have to draw them again every time when preparing a new size layout.
The material was prepared based on text taken from the siteblog.bufferapp.com.
Finishing processes- processes of additional processing of printed products to improve their appearance, improve quality and strength, for example, lamination, varnishing, creasing, embossing, etc.
Varnishing is the enhancement of sheet printed products (paper, cardboard) by applying a printing (dispersion or UV-curable) varnish to it to add shine and create more reliable protection from external influences.
Selective varnishing- varnishing not the entire surface, but only selected areas, usually with UV-curable glossy varnish.
Lamination- improvement of paper by pressing a special film to impart waterproofness, rigidity, and reliable protection from external influences. Widely used in finishing printed products. Lamination can be hot or cold. It is produced on special devices - laminators.
Thermal rise- a type of printing that creates the effect of volumetric text on the material.
Folding- the process of bending (folding) paper. It is used on papers with a density of up to 170 g/m2 inclusive. The fold line during folding is called the fold. On thicker papers, creasing is used.
Creasing- formation of fold lines (bills) on thick papers. There are knife, roller and stamp creasing. Carried out on special machines. It differs from folding in a more pronounced fold line, as well as the ability to carry out this process on denser materials.
Felling(drilling, die-cutting) - sheet stamping operation - producing flat shaped parts by separating the material from the workpiece along a closed contour in a cutting die. Die-cutting is done with special stamps (die-forms).
Notch- unlike die cutting, when notching, the material is not cut through. It is used in the manufacture, for example, of stickers.
Perforation- drawing periodically repeating holes or lines. Performed to facilitate tearing or bending along a certain line. Perforation is created using special knives, disks, and rulers.
Foil stamping- attaching foil (there are many varieties differing in color, gloss intensity, etc.) to paper (cardboard) using a heat press.
Embossing(embossing) - obtaining a multi-level relief image without paint and foil by compressing a section of a binding cover or postcard between a heated stamp and counter-stamp (respectively, a punch and a matrix). It is performed in special printing presses or in crucible printing machines. This is an effective technique for decorating binding covers and advertising publications on thin cardboard or thick paper, sometimes using foil.
Blint- flat (as opposed to embossed) colorless embossing.
Cliche- a relief metal plate used for foil stamping, embossing or blind stamping.
Laminating- connection (gluing) of two different materials.
Numbering- printing, as a rule, using special devices - numberers, changing numbers on prints (for example, on securities, forms, tickets, numbered publications, etc.)
Sheet selection- collecting individual scattered sheets or notebooks in the required sequence for stitching into a brochure or book.
Collating machine- a machine consisting of a certain number of feeders and a conveyor on which a publishing block is assembled from individual notebooks. A block of notebooks can be completed with a cover, an insert or a selection, depending on the technology requirements. Although the machine is called a collating machine, it always picks up notebooks. It is called collating because it selects printed sheets folded into notebooks. Not to be confused with a leaf picker (colllator).
leaf picker(colllator) - a machine of tower or horizontal linear construction, consisting of a certain number of trays, from which sheets are fed one at a time and a publishing block is selected. Sheet pickers, as a rule, are office machines and are of little benefit for mass production of printed products in terms of reliability.
WIRE-O- double wire spiral. A method of binding multi-page publications, mainly calendars and notebooks. Binding is performed on special devices.
Rigel- binding element for desk calendars. Used for convenient placement of the calendar on the wall. It is a piece of metal wire with a bend formed in the middle - an “eye”.
Piccolo- an element of a wall calendar, usually quarterly. It is a metal ring with a diameter of 3-5 mm, framing a hole for mounting the calendar on the wall.
Bookbinding processes- Processes that complete printing production, leading to the production of notebooks, publications, brochures, magazines or books in a cover or binding from printed sheets. Includes folding, collating, sewing, or seamless binding of book and magazine notebooks, covering, etc.
Completing the block with a tab- compiling a book block by inserting notebooks into one another in a certain sequence. Used in the production of small-volume magazines and brochures (up to 96 pages).
Equipping the block with a cape- compiling a book block by throwing notebooks one on top of another in a certain sequence. Used in the production of small-volume magazines and brochures (up to 96 pages).
Completing the block with a selection- compiling a book block of a publication from notebooks or separate sheets arranged one after the other. Widely used in the production of book publications.
Completing the book block- arrangement of a book block from notebooks (sheets) and other component parts with an insert (cape) or selection.
CBS- adhesive seamless fastening. One of the types of binding of multi-page publications (brochures, catalogs, magazines). Typically used in limited-life publications with a spine thickness of 4 to 10 mm.
Saddle stitching- fastening through the spine fold of notebooks, complete with an insert or cape.
Sewing a stitch- fastening with wire along the spine field of notebooks completed with a selection.
Wire sewing machine- a machine designed for fastening notebooks and sheets of book blocks, brochures, notepads, calendars, etc. with wire staples. Machines differ in the degree of automation, the number of simultaneously applied staples fastening notebooks or sheets.
Thread sewing machine(NSHA) is a thread sewing machine that binds notebooks into a book block with automatic individual feeding of notebooks into it by feeder without direct human participation in each cycle of the machine.
Inlay-sewing-cutting machine(Vshra) - a line designed for the production of brochures and magazines with an insert along with the cover, stitching them with wire along the fold with bending the legs of the staples into the block and trimming on three sides.
Paper cutting- processing of sheet paper or cardboard by cutting to create two mutually perpendicular “true” sides and give printed sheets precise dimensions. Paper cutting is carried out on single-knife paper-cutting machines on four sides, and if the edges are of good quality, on both sides at right angles. The trimmed corner is called the “correct” corner and is marked on the racks of printed paper.
cutting- one of the printing processes used in the production of printed products. There are several types: trimming - trimming sheet paper or cardboard to create two mutually perpendicular “correct” sides and giving the sheets exact dimensions; cutting - cutting prints, sheets of paper or cardboard into specific parts.
Any professional who has been doing his job long enough acquires a specific jargon that he uses easily and without thinking, and people unfamiliar with these terms are surprised and do not understand what they are talking about. Not understanding, they try not to show it and nod their heads, saying “yes, yes, we are aware.” Therefore, I would like to explain through this article several fairly widely used terms that are useful for people not involved in interior design to know.
Paint according to the paint
This mysterious phrase simply means the German industrial standard color RAL. Because colors are standardized and individually numbered, the same color will look the same across different furniture and finishing material manufacturers, depending on how the paint adheres to different surfaces. Colors are selected using special typesetting samples.
Capiton
I have been making Italian furniture for about 10 years and often use this word in conversations with clients. Sometimes this leads to the client freezing, just like a computer. Capitone is a familiar diamond-shaped furniture upholstery with buttons.
Previously, such upholstery was used in the manufacture of carriages; now headboards, sofas, armchairs, and ottomans are upholstered in this way. By the way, some people, when they come across the description: “The headboard of the bed is Capitonne,” think that this is the type of headboard. In fact, this is a type of upholstery and its typical example is the Chester (Chesterfield) sofa.
Eco leather
One of the widely used decoy words. Who wants to buy furniture made of leatherette or leatherette? It's just like a flavoring identical to natural. And eco-leather sounds environmentally friendly and modern!
Skinali
A word that some time ago brought me into a state of “frozen computer.” It turned out that everything is very simple: it’s just a kitchen apron made of glass.
MDF (finely dispersed fraction)
Denotes fine wood flour that has been mixed with an adhesive base (usually lignin of natural origin) and given some shape - a flat cabinet door or a figured baroque scroll on the facade of this cabinet.
MDF is often confused with chipboard (chipboard), which was widely used in furniture production in the USSR. The main difference between furniture made from MDF and furniture made from chipboard is that MDF door hinges do not fall off after a couple of years of use.
Solid wood
Many people think when they hear this term that they understand what we are talking about. In reality, everything is not so simple. When a seller of furniture or interior doors tells you: “this is solid wood” or, alternatively, “this is natural wood,” they mean two different cases. The first (solid) involves a piece of wood that has been sawed, planed, and painted.
And there is a second option, similar to multi-layer plywood. This is also called “solid wood” and “natural wood” by sellers.
And, believe my furniture experience, the second option is preferable in operation. It does not crack and does not “lead”. There is no need to monitor changes in temperature and humidity.
Option for laminated wood - wood board
Panel
A thin board or plywood inserted into a frame of some kind. Most interior doors are made of a frame and various panels.
Murano glass
A term that many people have heard and know that Murano glass is glass made on the island of Murano near Venice. It is also called “Venetian glass”. You may ask: “Everyone already knows this. Why explain this? Recently, while completing a design project, I was looking through the catalog of one very well-known Chinese factory, I won’t name it, which produces chandeliers and various lamps. In their catalog it was written: “Chandelier made of Murano glass. China". This is the same as “Moscow cognac” or “Russian parmesan”. Do you know what I mean?
Pattern
Some pattern, system, ornament. I won’t go into detail, since there is a whole separate article on this topic." ".
Outline - outline
Avant-garde, avant-garde - the desire to break with realistic art, to create something contrary to established norms of artistic taste and aesthetic concepts.
Academicism is an evaluative term referring to those trends in art whose representatives are entirely oriented towards established artistic authorities, believe the progress of modern art not in a living connection with life, but in its closest approximation to the ideals and forms of art of past eras, and defend absolute, non- depending on place and time, norms of beauty.
Brand relevance - The level of demand for the brand, its compliance with the key needs, characteristics and motivations of the target audience.
Allegory (Greek allegoria - allegory), depiction of an abstract idea (concept) through an image. The meaning of an allegory, in contrast to a polysemantic symbol, is unambiguous and separated from the image; the connection between meaning and image is established by similarity (lion - strength, power or royalty).
Anamorphosis (Greek ana - on, over and morphe - form), the effect of superimposing one pictorial motif on another, their visual merging, for example, a sea wave and a pattern of stone, a human body and a tree trunk.
A brand attribute is the external form of a brand, perceived by human senses and providing recognition (color, shape, composition, image, etc.).
Brand (English brand - brand) is a design developed for a certain product in a style that is different and distinguishes it in the sales market, through packaging, graphic signs, logos and multimedia technologies. Following from the definition, a very important aspect can be identified: a brand is created with the aim of distinguishing a new product from substitute products. This is the main task of the brand. The name of a product or brand is the name with which the consumer distinguishes a given product or group of products from substitute products. There are some rules for brand names, adherence to which determines the success of the product on the market: 1. ease of pronunciation and memorability 2. individuality 3. speaks about the quality and purpose of the product 4. compliance with the requirements for registration of legal protection
Branding is an activity to create long-term preference for a product, based on the joint enhanced impact on the consumer of all elements of the brand and the company’s branding policy.
A brand book is a document containing a number of instructions and recommendations for the company’s positioning and self-identification. The brand book postulates individual components of the company’s image in order to form its stable positive reputation among target customers. In fact, a brand book is a document that describes the main algorithms for creating customer loyalty as part of the brand creation process.
Color gamma - in fine art, the name of the external color features of color (see), a characteristic of an “optical” pattern that unites the main color shades of a work. As a rule, this term is accompanied by the usual definitions for color (since the color range is called warm, hot, cold, bright, faded, light, etc.)
Geometric abstraction is one of the types of abstract art that prefers compositions based on the strict rhythm of geometric or (in sculpture) stereometric figures. Its early versions (partly the orphism of R. Delaunay and F. Kupka, as well as the suprematism of K. S. Malevich and the neoplasticism of P. Mondrian) combine rationalism with romance, gravitating towards the construction of “absolute” colorful and graphic monumental symbols expressing the mystical laws of the cosmos. At the same time, geometric abstraction also absorbed the technocratic pathos of constructivism.
Engraving (French Gravure, from graver - to cut) - In the fine arts, a section of graphics, including works executed by printing from an engraved board. A separate work of the corresponding section of graphics is also called an engraving. An engraving is called original if it is entirely, including all processing of the board, executed by the artist himself. An engraver is a master who deals with any type of engraving on metal, glass, stone, wood, linoleum, etc.
Graphics (French Graphique - linear, from Greek GraphO - write, draw) - One of the types of fine art, close to painting in terms of content and form, but having its own specific tasks and artistic possibilities. Unlike painting, the main visual means of graphics is a monochromatic drawing (i.e., line of light, chiaroscuro): the role of color in it remains relatively limited. On the technical side, graphics include drawing in the proper sense of the word - in all its varieties.
Graffiti (Italian, “graffio” - to scratch) - the word was first used in relation to inscriptions found during excavations of the city of Pompeii in 1755, when the city was cleared of the volcanic ash under which it was buried after the eruption of Vesuvius in 79 AD. e.
A grapheme is a written symbol used to express the unit of speech - the phoneme. An example would be the 26 letters of the English or 32 letters of the Russian alphabet.
Grotesque (French Grotesque, literally - whimsical; comical) - Sans serif font. The first typeface of this class was created in 1816. It was used to attract attention in advertising headlines. The progenitor of modern typographic sans serifs is considered to be the Accident Grotesque typeface, developed in 1896 by an unknown artist for the Berthold company.
Dadaism - Modernist movement in literature, fine arts, design, theater and cinema. It originated during the First World War in neutral Switzerland, in Zurich. Existed from 1916 to 1922.
Design is a creative activity whose purpose is to determine the formal qualities of industrial products. These qualities include the external features of the product, but mainly those structural and functional relationships that turn the product into a single whole, both from the point of view of the consumer and from the point of view of the manufacturer.
Dominant - (lat. dominans, dominantis) - dominant. Dominate - dominate, prevail; rise (above the surrounding area). In graphic design, it is the most active, contrasting element in the composition of a sheet.
Genre (French Genre - genus, type) - In the visual arts: a concept that characterizes a field of art limited to a certain range of topics. There are mainly historical, everyday, and battle genres; genre of portrait, landscape, still life. The concept of genre developed in the 15th - 16th centuries: the division of art into separate genres contributed to a deeper study and reflection of reality in art, as well as the development and development of the necessary means for this. The modern concept of genre turns out to be especially developed on the basis of easel painting. In sculpture there is almost no division into genre, because... here the classification is based on the intended purpose of the sculptural work rather than on the thematic principle. But even here the stable thematic genre of the portrait remains.
A sign (French, “signe”; Latin, “signum” - mark) is a man-made image, the meaning of which is known. From the 15th century, the word "sign" began to appear as a verb "to sign", the signature being a cross, with which, according to Professor Weekley, "most of our ancestors 'signed' letters at the end instead of putting their names." Currently, the word “sign” refers to both any graphic image that conveys a special message (for example, a mathematical sign), as well as a gesture expressing any information or command. This word can also refer to posters, banners and other means that carry information.
Golden ratio (golden ratio, division in extreme and mean ratio, harmonic division) - dividing the segment AC into two parts in such a way that its larger part AB relates to the smaller BC in the same way as the entire segment AC relates to AB (i.e. AB : BC = AC: AB). Approximately this ratio is 5/3, more precisely 8/5, 13/8, etc. The principles of the golden ratio are used in architecture and the fine arts. The term “golden ratio” was introduced by Leonardo da Vinci.
Illustration - visualization of text in a book, magazine, newspaper. Illustration is used to: convey the emotional atmosphere of a work of art, visualize the images of the characters in the story, demonstrate the objects being described, and also display step-by-step instructions in technical documentation.
Interior is a French word, it means "interior". Interior refers to the design inside different rooms - living rooms, palaces, public buildings. In addition, an interior is a picture of a room decorated (decorated) with furniture, carpets, curtains and other things. Artists who paint interiors very carefully depict all the details of the furnishings - furniture, carpets, lamps. Looking at the picture, we can imagine how people lived - the artist’s contemporaries. In addition, the interior can tell a lot about the character of these people.
Art for art's sake(pure art) is the name of a number of aesthetic concepts that affirm the integrity of artistic creativity, the independence of art from politics and social demands. The ideas of art for art's sake took shape in theory by the middle. 19th century (T. Gautier, gr. Parnassus in France).
Calligraphy is the art of beautiful and clear writing; The word comes from the Greek “kallos” - beauty. The opposite is “cakography” (Greek, “kakos” - bad) - a poor, illegible image of letters.
Kitsch is a primitive, stupid (kitchen) “design”, currently the definition has a connotation of disdain and contempt. This style is widely used in modern advertising aimed at the general consumer. The word appeared in the 1860-1870s in Germany (Munich) and meant remaking old furniture, updating with a hint of deception: selling old as new.
Collection (from Latin Collektio - collecting) - Systematic collection of any homogeneous objects of scientific, historical or artistic interest. The word “collection” was first used by Cicero (1st century BC) in his speech “On the appointment of Gnaeus Pompey as commander” in the meaning: gathering disparate parts into one whole.
Composition - (Latin compositio) - composition, composition; connection, connection. In literature and art - the construction (structure) of a work of art, the arrangement and interconnection of its parts, determined by the ideological concept and purpose of the work. In architecture, several buildings are interconnected in a single compositional structure. The composition of a work of fine art is the placement of people and objects on the canvas. In graphic design, the arrangement and relationship of individual graphic elements on a sheet.
Constructivism is a direction in the fine arts, architecture and design of the 20th century, which set as its goal the artistic development of the possibilities of modern scientific and technological progress. In architecture it is closely related to rationalism and functionalism. It emerged in the 1910s, primarily on the basis of cubism and futurism, soon dividing into two separate (although constantly interacting) streams: “social constructivism”, closely related to the tasks of “social engineering”, the creation of a new person through a radical transformation of the environment its subject-material environment. The brightest representatives of constructivism in graphic design were (in the USSR) V. Mayakovsky and V. Rodchenko.
Conjuncture is the current situation, the situation in some area of public life. Applicable to design, understanding the environment is the designer’s ability to capture the expectations of the target audience, and through artistic expression techniques, embody them in the design object.
Conceptual art is a movement in avant-garde art of the 1960-90s, which set the goal of a transition from the creation of works of art to the reproduction of “artistic ideas” (so-called concepts), which are inspired in the viewer’s mind with the help of inscriptions, impersonal graphs, diagrams, schemes, etc.
Copy(Latin Copia - set, stock) - A work of art that repeats another work with the goal of reproducing it as accurately as possible. A full copy must correspond to the original both in size and technical means, and in quality of workmanship. In practice, this term is applied to works of various properties and merits. A copy performed by the author of the original often bears the special name of doublet, replica, repetition.
Cubism(French cubisme, from cube - cube) - avant-garde movement in fine arts of the 1st quarter. 20th century It developed in France (P. Picasso, J. Braque, H. Gris) and in other countries. Cubism brought to the fore formal experiments - the construction of a three-dimensional form on a plane, the identification of simple stable geometric forms (cube, cone, cylinder), the decomposition of complex forms into simple ones.
Lettering (English, “lettering” - inscription) is an inscription drawn by hand, and not based on a designed font. Font composition.
Ligature (Latin, “ligature” - to bind) is a printed sign that is a combination of two or more characters. As an artistic technique, ligature became widespread in creating original designs for newspaper logos at the beginning of the 19th century in Europe.
Lithography is a widespread type of graphic technique associated with working on stone (dense limestone) or a metal plate replacing it (zinc, aluminum). Lithography is performed by the artist on the surface of the stone using a thick lithographic pencil and special ink. After etching the stone with acid, the design is washed off; Instead, printing ink is applied. It is rolled with a roller over a moistened stone. Printing is done on a special machine (see also autolithography).
Logogram (Greek, “logos” - word) is any symbol, sign, etc. that replaces a word: for example, & instead of “and”, # instead of “number” (in the USA). Using signs instead of words is called logography.
Logo (Greek, word imprint) is a term used in the 19th century to designate small printed forms containing two or more letters (for example, instead of “and” - &), created in order to speed up typing; later this name came to refer to addresses, names or trademarks cast in the form of a printing plate in one piece. Nowadays, this word is often shortened to the word “logo” and used to describe a trademark, which creates some confusion. You can accept one of the common definitions, where the logo in a trademark is its letter designation, and the sign is a figurative one. In modern design practice, a “company logo” is a name, initials, monogram or other iconic image made using certain graphic design stylization techniques.
A product family brand (house mark) is a set of groups of products designated by one specific brand.
Miniature (French Miniature, Italian Miniatura; from Latin Minium - cinnabar, red lead). In the visual arts: a colored or monochrome drawing made on the pages of a handwritten book for the purpose of illustrating text and decoration. In the history of art, miniatures at times played a significant role (Western European Middle Ages, Byzantium, India, Iran, Central Asia, Azerbaijan). In Ancient Rus', book miniatures have been known for a long time. Until the end of the 14th century, it was performed on parchment, mainly with egg paints.
Art Nouveau (French moderne - newest, modern) (“Art Nouveau”, “Jugendstil”) - a style direction in European and American art. 19 - beginning 20th centuries Representatives of “modernism” used new technical and constructive means, free planning, and original architectural decor to create unusual, emphatically individualized buildings, all elements of which were subject to a single ornamental rhythm and figurative and symbolic design (H. van de Velde in Belgium, J. Olbrich in Austria, A. Gaudi in Spain, C. R. Mackintosh in Scotland, F. O. Shekhtel in Russia). The fine and decorative art of “modern” is distinguished by the poetics of symbolism, the decorative rhythm of flexible flowing lines, and stylized floral patterns.
Monogram (Greek - simple line) - at first meant an image drawn with a single line, later - a sign made up of two or more related letters, usually initials; these days, this is the name given to letters or images that are placed on household items to indicate their owner. “The sleeve of his suit got caught on a tray, which fell to the floor. On the bottom were the letters - E.K. This elegant monogram was designed by one of the famous Swedish designers. These same letters - E.K. - were repeated countless times in the floor pattern, on the walls in the waiting room; on the office doors. E.K. were featured on the restaurant sign...
Matte Painting is a term denoting large-scale hand-drawn images used in cinema, television and in the production of computer games to create the illusion of an environment in the frame, which for some reason cannot be filmed on location or reproduced using scenery. The art of Matte Painting is the creation of a photorealistic image that creates the illusion of living nature, however, bearing traces of artificiality (man-made).
Neoplasticism (Gol. neoplasticism) is a movement in Dutch art associated with the architectural and art magazine “Style” (1917-28). He put forward the idea of “universal harmony”, embodied in a “pure”, geometrically generalized form. Having given fruitful results in architecture and the art industry (P. Aud, G. Rietveld), neoplasticism in easel art (P. Mondrian) was expressed in the creation of one of the variants of abstract painting - combinations of large rectangular planes, painted in the primary colors of the spectrum.
New Wave is a term commonly used to refer to certain movements in art and design of the second half of the 20th century. The term "New Wave" comes from the French term Nouvelle Vague, which denoted the movement in French cinema in the late 1960s.
Original (from Latin Originalis - original) - In the field of fine arts - a genuine work of art, as opposed to a fake, copy (see) or reproduction. The term original is also used to designate a work of art that serves as a model for a copy. In this sense of the word, an original can be anything, including an inauthentic work.
Ornament - The word “ornament” is derived from the Latin word “ornamentum”, which translates as “decoration”. An ornament is a pattern with patterns repeated in a certain order.
Palette- This is a thin wooden board of rectangular or oval shape with a hole. Artists need a palette to work with oil paints. The artist holds the palette in his left hand with his thumb inserted into the hole. Along the edge of the palette he squeezes paints out of tubes, and in the middle of the palette he mixes paints, achieving the desired color. Every artist has his own favorite colors. Some people like to paint pictures without using many different colors. While others prefer variety and brightness of colors in their works. In the first case, they say about the artist that he has a “restrained palette.” And in the second - “a rich, bright palette.” That is, a palette is also called the colors that an artist and designer uses in his work.
Personification- giving living or inanimate objects, or abstract concepts such as “victory” or “industry”, human forms or human attributes. For example, death is depicted as a skeleton or a figure in a black robe with a scythe.
Seal (English, "seal" - seal, goes back to Latin, "sigillum" - seal, and this, in turn, serves as a diminutive of "signum" - sign) - usually an emblem or sign engraved in metal, used to make an impression on paper or wax as a symbol of identification of the owner or received powers. The history of the use of seals dates back to approximately the 3rd millennium BC. e., to the art of the ancient Sumerians, whose seals were pictograms carved on stone that identified the owner; The impression was made on wet clay, turning the edges of the seal in a circle.
A pictogram is a stylized and easily recognizable graphic image, simplified to facilitate visual perception. Its purpose is to enhance the characteristic features of the depicted object. The scheme is simple: saw - recognized - understood. I saw it because she attracted attention; recognized what is depicted on it; I understood what exactly she wants to tell you. A pictogram (Latin, "pictus" - drawn) is an image used as a symbol in early writing systems. For example, a crescent moon is used to represent the moon, and wavy lines are used to represent water. Usually this is a sign corresponding to some object; used to provide more specific information highlighting its typical features. Hence, pictographic writing is a writing using pictograms, the art of recording events or expressing ideas in drawings, as well as depicting statistical data and relationships in graphs, diagrams, symbols and similar methods.
Fin style is the conventional name for trends in automotive design that existed at the turn of the fifties and sixties of the 20th century. Initially, the fin style was characteristic of the products of North American car manufacturers, but later it spread everywhere, and in other parts of the world it lasted much longer than in America itself.
A poster, or more familiar to us - a poster - is a large-format image made for advertising, propaganda, information or educational purposes. In the theory of graphic design, a poster is an advertising message summarized in a clear visual formula, designed to encourage the recipient of the message to take specific actions. From the point of view of the characteristics of a poster as an advertising medium, it can act as an advertising page in a printed publication, a street lightbox, a roadside billboard or simply a poster. From a content point of view, a poster must combine into a coherent composition a number of graphic design elements that are in a certain relationship with each other, namely: a large, drawn or photographic image, a slogan that deciphers the advertising message and elements of the advertiser’s corporate style (sign and logo).
Plagiarism - Passing off someone else's work as your own or illegal publication of someone else's work under your own name, appropriation of authorship.
Repetition - in fine arts and design: the author's copy of a work of art in the size of the original (sometimes smaller than it). Repetition may deviate from the original in minor details. Wed. doublet, replica, variant.
Pop culture - Forms of entertainment that find their way into the mass market. Pop culture can include such phenomena as everyday life, entertainment, the media, etc. The content of mass pop culture is determined by the daily aspirations and needs that make up the life of the majority of the population (the so-called mainstream).
Project (from Latin projectus, lit. - thrown forward) - 1) a set of documents (calculations, drawings, etc.) for the creation of any structure or product. 2) Preliminary text of a document. 3) Concept, plan.
Design is the process of creating a project - a prototype, prototype of a proposed or possible object, including the design of the object.
Psycho-design is the science of adapting interiors, architectural and landscape as well as graphic style-bearing forms to a specific person, his psychological characteristics and needs. The interior can stimulate and destroy, set one up for success, peace or activity, relieve or aggravate the internal problems of a person, family, team; activate the creative process and influence sales. It is possible to create an individual design model “tailored to a person” only on the basis of objective, scientifically based information and methodology that combines the principles of design and psychology.
Publish art - the so-called folk (urban) design. Thrives in the west. It didn’t exist in Russia (with the exception of propaganda art of the 20s), it doesn’t exist and, naturally, it never will.
Foreshortening (French Raccourcir - shorten, shorten) - Perspective reduction of the shape of an object, leading to a change in its usual outline. Foreshortening usually refers to sharply expressed contractions that occur when observing an object from above or below, especially close up.
Replica (French replique) - In the field of fine arts, an author's copy of a work of art, differing in size from the original. Like repetition, a replica can modify minor details of the original.
Restyling - in design and publishing, bringing the corporate style into line with modern aesthetic requirements with the obligatory preservation of generic stylistic signs of recognition.
Advertising design is more of a commercial craft, based more on achieving profit than on art.
Drawing is a type of artistic graphics based on technical means and drawing capabilities. Unlike painting, drawing is done with a solid coloring agent (pencil, sanguine, charcoal, etc.) or with a pen, brush, ink, or watercolor. The expressive means of drawing are, as a rule, a stroke, a spot, a line. Such a drawing can be either a quick sketch from life or a completed graphic composition, including in the original an illustration, caricature, or poster. Drawing is one of the most ancient types of fine art. In ancient times, when there was no writing yet, our ancestors used drawings to convey their attitude to the world around them. To this day, archaeologists find images of animals in caves where primitive people once lived.
Symbol (Greek - sign, signal, attribute, omen, pledge, password, emblem) is a sign that is associated with the objectivity it denotes in such a way that the meaning of the sign and its subject are represented only by the sign itself and are revealed only through its interpretation.
Style- the commonality of the figurative system, means of artistic expression, creative techniques, due to the unity of ideological and artistic content. We can talk about the style of individual works or a genre, about the individual style (creative manner) of an individual author, as well as about the style of entire eras or major artistic movements, since the unity of socio-historical content determines in them the commonality of artistic and figurative principles, means, techniques (these are , for example, in the plastic and other arts the Romanesque style, Gothic, Renaissance, Baroque, Rococo, classicism.
Styling design - Artistic adaptation of a ready-made form (interior-exterior) or improvement of the technical part of the object. In Russia it is developing quite bizarrely.
Environmental design - design of the architectural environment (interior-exterior), services of designers designing art events, exhibitions, etc.
Street art (English: Street art - street art) - The main type of street art is graffiti, otherwise spray art, but one cannot assume that street art is graffiti. Street art also includes posters (non-commercial), stencils, various sculptural installations and other examples of urban street art.
Suprematism is a style put by K. S. Malevich as the basis for his artistic experiments of the 1910s. K. S. Malevich considered it the highest point in the development of art (hence the name, derived from the Latin supremus, “highest, last”), which is characterized by geometric abstractions from the simplest shapes (square, rectangle, circle, triangle). He had a great influence on constructivism and industrial art. Malevich himself and his students (N. M. Suetin, I. G. Chashnik and others) repeatedly translated the Suprematist style into architectural projects, the design of household items (especially artistic porcelain), and the design of exhibitions.
Surrealism (French surrealisme, lit. - super-realism) is a movement in art of the 20th century, which proclaimed the source of art to be the sphere of the subconscious (instincts, dreams, hallucinations), and its method - the breaking of logical connections, replaced by free associations. Surrealism emerged in the 1920s, developing a number of features of Dadaism (writers A. Breton, F. Soupault, T. Tzara, artists M. Ernst, J. Arp, J. Miro). Since the 1930s (artists S. Dali, P. Bloom, I. Tanguy) the main feature of surrealism was the paradoxical illogical combination of objects and phenomena, which are masterfully given a visible object-plastic authenticity.
Technical aesthetics is a branch of science that studies socio-cultural, technical and aesthetic problems of the formation of a harmonious subject environment created by means of industrial production to ensure the best working, living and leisure conditions for people. Technical aesthetics studies the social nature of design and patterns of development, principles and methods of artistic design, problems of professional creativity of the artist-constructor (designer).
Tilt shift is a genre of photography in which objects, landscapes or people taken at life size look more than miniature on the photographic print. In photographs taken using this technique and using special lenses, ordinary things and objects look like toys.
Texture (from Latin factura - division) - In painting, sculpture and design: material, tangible properties of the surface of a work of art, used as a means of truthfully depicting reality. Textural differences are determined, first of all, by the characteristics of nature itself: in painting, for example, transparent, deep shadows are usually conveyed in a thin and even layer of paint, as opposed to the thick, relief writing of brightly lit places and highlights. In sculpture, a person’s face, compared to his clothes or hair, is executed more smoothly, etc. The properties of the texture also depend on the technical capabilities of the material, on the nature of the task (a sketch, for example, is never painted as a painting); on the scale of the image, on the individual characteristics of the artist.
Corporate style is a set of visual, verbal and other elements, the combination of which creates a unique brand image in communications. The development of a corporate identity includes two stages: the first is the creation of corporate style constants, the second is the adaptation of the conceptual design to different groups of media. The list of corporate identity positions is determined taking into account the key points of contact between the brand and the consumer.
Background (French Fond - lit. “bottom”, “deep part”) - Any part of a pictorial or ornamental composition in relation to the “protruding” (especially foreground) detail included in it. A non-pictorial background is called neutral.
Futuro design - historical design and predictive design of the future.
Heritage style (English: Heritage) - A trend in men's fashion of the 2010s, which is based on the traditions of the past: lumberjack shirts, work boots, sewn using pre-war technology. In graphic design, heritage features include the use of anchors, mustaches, Helvetica fonts and other vintage elements in the identity.
Emblem (Latin, “emblema” - mosaic work; comes from the Greek “emballein” - to throw in) - Nowadays, an emblem is understood as a symbolic image of a concept or idea: for example, an anchor is a symbol of hope; “seven-branched candlestick” - Judaism; the dove is a symbol of peace. In heraldry, an emblem characterizes its owner in a certain way; in religious art, symbolic objects surround images of saints. In sports symbols, this is the “big coat of arms” of a club or team (for example, a national team).
Shocking behavior is defiant behavior, a scandalous prank, an artistic statement that provokes an irritable reaction from the target audience.
Imitation- imitative activity devoid of creative originality in any intellectual field, incl. in design.
Ergonomics (Human Factors). Ergonomics (from the Greek ergon work and nomos law) is a scientific and applied discipline that deals with the study and creation of effective human-controlled systems.
Sketch (French Esquisse - sketch) - In fine arts and design: an artistic work of an auxiliary nature, which is a preparatory sketch of a larger work and embodies its concept using basic compositional means. The execution of a painting or design project is usually preceded by a whole series of sketches in which the artist (designer) searches for or develops a structure of the whole that satisfies him.
A print is a print from an engraving board. This is the same as engraving on wood, metal, linoleum or stone. Prints are available in black and white and color. The board with the engraved design is made by the artist. Then he makes engraving drawings from it. And prints in the form of woodcuts appeared a long time ago, back in the 19th century. Unlike paintings, they were very inexpensive and therefore poor people could buy them for themselves. Prints decorated houses.
Asian style - Main features - order, balance, clarity and simplicity
English style - These are cabinets decorated with dark oak or walnut panels, green cloth
Enfilade - A series of interconnected rooms whose doorways are on the same axis
Applique - A method of creating ornaments or other images by applying pieces of another material to the main background
Arabesque- Rich and complex ornament based on a whimsical interweaving of geometric and stylized plant motifs
Arcature, arcature frieze - A series of decorative arches on the facade of a building or on the walls inside
Harlequin- Furniture with a secret, the appearance of which does not correspond to the function
Art Deco - Movement, geometric style in architecture and home furniture, popular in the 20s, 30s of the 20th century
Art Nouveau - A style that developed in France and Europe at the end of the 19th century; with decorative smooth lines
Archivolt - Profile arched cornice
Architectonics - Structural patterns inherent in the design of a building, sculpture
Architectural divisions - General designation of columns adopted in architectural structures
Architectural- Type of construction characteristic of the art of construction
Assemblage - Free composition of various elements or accumulation of material in free combinations
Atlant- Load-bearing column in the form of a powerful male figure on furniture or buildings
Attic - The wall above the cornice crowning the structure
Graphic design, like any other profession, is full of jargon and terms that you may not be familiar with. In this article, we have listed some key terms that you must know, so it will be useful for both beginners and experienced professionals to refresh their memory.
1. Raster and vector images
Raster images are made up of thousands of pixels that determine the color and shape of the image.
Photos are raster images. Photoshop is the most common raster editor, allowing you to work with colors and other pixel options. But raster images are made of a finite number of pixels, and this leads to problems when resizing the image. If you want to enlarge a bitmap, the software must process the data to add dimensions. As a result, the image loses quality.
Vector images are made up of dots, each representing an X and Y coordinate. These dots connect paths, creating shapes that you can fill in with color. Since the image is created based on this principle, you can change the size of the vectors as much as you like without fear of losing quality.
Recently, Adobe Illustrator has come a long way and vector graphics have become amazingly complex - you can now add gradients, create complex shapes and much more to create a detailed vector image. Because vectors can be scaled up and down as much as you like, they are often used to create logos and other graphics that will need to be placed on media of various sizes.
2. CMYK and RGB
CMYK is the standard color mode for printing - magazines, newspapers, flyers, brochures and so on. CMYK stands for: Cyan (cyan), Magenta (magenta), Yellow (yellow), Key (black).
When working in Photoshop or Illustrator, you have the option to choose CMYK, RGB (red, green, blue), or others color mode (but the above two are the ones you need to know about).
Since CMYK has a more limited color gamut than RGB (which basically represents what the human eye sees), you may experience a lack of color when converting an image from RGB to CMYK mode.
3. DPI and PPI
Resolution is another key term that tends to be forgotten. There are two main acronyms that are used when talking about resolution: DPI and PPI.
DPI is used when working with graphic material that will be printed. It stands for “Dots Per Inch” - “Dots Per Inch”, and its value corresponds to the number of dots per inch of a printed page. In general, the more dots per inch, the better the image quality. 300DPI is the standard for printed images.
PPI stands for “Pixels Per Inch” - “Pixels per inch”, and, accordingly, means the number of pixels per inch. If you enlarge an image in Photoshop, you will increase the number of pixels per inch and lose quality because the program will need to create new data.
Remember that resolution only applies to raster graphics, since vectors do not work with pixels.
Simply put, typography is the art of organizing text. This is one of the foundations of graphic design, and every designer should understand typography.
The difference between good copy and great copy is what keeps designers arguing. Typography makes text beautiful, balanced, and readable.
A grid in graphic design is a number of intersecting vertical and horizontal lines designed to organize and structure content. No matter what program you're using, a grid will help you create the right composition and balance text and images.
Often, grids consist of large spaces at the top and equally sized columns that cover all the space below. But there are no restrictions regarding the type of grids.
6. Logo design and branding
A logo is a powerful thing; A great logo works as a constant reminder of a company or product, and for designers, logos are a competition in which they must distill the essence of the client into a simple graphic element. The best logos can last a very long time, and a new logo design can be jarring as something familiar is replaced with something new.
Everything besides the logo is branding. While a logo is usually part of a brand, branding is everything about the brand. A good identity is built from a number of elements, and a logo will reflect these elements and work independently of them.
Properly created branding allows you to explain to consumers as best as possible the purpose and essence of the company, its history and character.
