The lining up of elements to achieve balance, order, and a more logical layout. There are also four common types of typographical alignment – center, left, right, and justified, each with their own time and place for application.
A color scheme built out of three colors that are next to each other on the color wheel.
The main part of text in your design or publication – the written website content, the book contents, even this type you’re reading right now, it’s all body copy.
A collection of concepts, ideas, and emotions that encapsulate your company’s values and ethos. A brand is a mix of all the fine conceptual details that make up the company, from the content the brand promotes, the way employees talk, the words used, the values upheld, etc.
The visualization of your brand (see definition above) in a way that represents the values, content and ethos of the company. This can include things like a logo, business cards, letterheads, uniforms, packaging design, etc.
A type of logo design where a symbol is used in place of the company name, i.e. the Apple logo. Brandmarks are commonly accompanied by a logotype, but not always.
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