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proportion
the principle of design that deals with size relationships
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negative leading
leading that is smaller than the point size of the type
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gestalt
when the viewer sees the whole visual graphic and communication
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consistency
the most important goal when applying a logo
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kerning
the space between two letters
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a logo must be able to be reproduced in
one color
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typecases
where the names, uppercase and lowercase, come from
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unity
the principle of design that requires all the elements to work with one another
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analogous
five colors that are in order around one side of the color wheel
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line art
when artwork is 100% black and 100% white and has hard edges
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parts of a company's stationary package
letterhead, envelope, business card, and mailing label
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split complimentary
three colors, a compliment and the two adjacent to its compliment
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four identities
retail, product, corporate, and service
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four type classifications
old style, transitional, modern, slab serif, and sans serif
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identity
all the visual communications of a company
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laser writer
Canon-invented; one of three parts that made DTP (desktop publishing) possible
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symmetrical balance
a type of balance
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additive primaries
red, green, and blue
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leading
the space between lines
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lowercase
the small letters
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font
a complete set of characters necessary for setting type
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emphasis
the principle of design that requires one element dominating
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1450
the year Gutenberg invented his invention that changed the world
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David Ogilvy
"If it doesn't sell, it isn't creative."
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four alignments for body text
flush left, flush right, centered, and justified
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720DPI
the typical DPI for internet files
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stochastic
when the dot is fixed in size but the number and position change
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postscript
Adobe-invented; one of the three parts that made DTP possible
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tracking
the space across a line
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five typeface names
Helvetica, Optima, Garamond, Bodoni, and Futura
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vector program
a program that uses mathematical lines to describe artwork
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x-height
the invisible line that describes the top of the small letters
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photoshop
a raster program
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Red Green & Blue (RGB) mixed at 100% equals
white
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four transformation tools in Illustrator
scale, sheer, rotate, and reflect
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complimentary colors
two colors directly across from each other on the color wheel
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place
the command to bring an art or photographic file into InDesign
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Balance
the principle of design that is about weighing the elements in composition
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Fairfax Cone
"There's no such thing as a mass mind."
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subtractive primaries
blue, red, and yellow
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four these that a logo must visually do for a company
describe, explain, restate, and reinforce
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PDF
a file that can be shared and printed across platforms, PC & MAC
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cap line
the invisible line at the top of all alphabet characters
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postscript
Adobe-invented programming language
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raster
a program that uses pixels to describe artwork
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four print file formats
EPS, PDF, TIFF, and PICT
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Illustrator
a vector program
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blue, red, and yellow mixed at 100% equals
black
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printing ink
only prints in 100% of it's value
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Gutenberg
invented moveable type
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logo/logotype
the cornerstone of a company's identity
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infrasignal
the information underlying the message that can betray the sender
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four process colors
cyan, magenta, yellow, and black
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the correct ratio of DPI to LPI for printing photographs
2:1
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four visual elements or graphics
icon, index, symbol, and metasymbol
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halftone
when the dot position is fixed but the size of the dot changes
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triadic colors
three colors equidistant from each other on the color wheel
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baseline
the invisible line at the bottom of all alphabet characters
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the correct ratio for photograph reproduction size
1:1
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tetradic colors
two sets of complimentary colors, next to each other on the color wheel
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all multipage documents must conform to the multiples of
four
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continuous tone
when artwork changes value from black to white without hard edges
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the brand of a company is a(n)
experience
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asymmetrical balance
a type of balance
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sequence
the principle of design that deals with the natural order of elements
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four color models
CMYK, RGB, PMS, & BRY (blue, red, and yellow)
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Macintosh
Apple-invented; one of the three parts that made DTP possible
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300DPI
the typical DPI for print files
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device-independent
vector files because they can print to any kind of printer
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imposition
the layout of the pages in a document so they print correctly
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uppercase
the big letters
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WYSIWYG
acronym for "what you see is what you get"
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JPEG
the file format for photographs on the internet
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alphasignal
the hard data or primary facts and figures of a communication
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the invisible line that describes alphabet characters that varies
x-height
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Luke Sullivan
wrote "Hey Whipple, Squeeze This."
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four groups that the logo must appeal to
customers, employees, shareholders, and vendors
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Adobe
invented a cross-platform file format that works on both PC and Mac
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