Typography
a font without serifs
What is Sans Serif?
The combination of a logo and logotype.
What is a trademark?
This represents feelings such as energy, aggression, warmth, but has less aggressive associations.
What is orange?
This is an area on a layout or photo that holds the viewer's primary focus.
What is point?
Another word for “color.”
What is hue?
Who is Gutenberg?
This is when pictograms can be traced back to.
What is cave drawings?
Cyan, Magenta & Yellow
What are the printing primaries?
See Figure 1.
What is shape?
This is an image that represents a concept or idea.
What is an ideogram?
The portion of the letter than goes below the baseline.
What is the descender?
This is an image that directly represents what it is meant to signify.
What is a pictogram?
Colors you get when you mix 1 primary color and 1 corresponding secondary color.
What are tertiary colors?
This is created when two opposing elements are juxtaposed against each other.
What is contrast?
This is the best kind of color schemes for trademarks.
What is two colors?
The space measured from one baseline to another baseline.
What is leading?
This is the most protected type of trademark.
What is a Registered Trademark (R in a circle)?
A colors range from light to dark.
What is value?
See Figure 2.
What is Figure/Ground?
The main or heavy stroke of a letter.
What is the stem?
The number of points in a pica.
What is 12?
These are the 3 things that should be considered when pictograms are created.
What are simplified images, simple lines and shapes, and simple colors?
The colors created when you mix 2 primary colors.
What is a secondary colo
This is the Theory of Gestalt.
The whole is greater than the sum of its parts.
The number of points in an inch?
What is 72?