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