U
Spacing added to or removed from groups of letters outside the original spacing and kerning
specified within a font file
Tracking
A digital image that is composed of lines and curves that are defined by mathematical objects
Vector
An alphabet created for the purpose of reproduction. A set of characters making up an alphabet with design features that make them similar to each other. It may be named after the individual who designed it (Bodoni, Caslon, Garamond, Gill, Fruitger), refer to a county (Caledonia, Helvetica), or be named for it’s appearance or character (Futura, Eurostyle, Modern)
Typeface
Identification device in the form of a symbol or logotype used to identify and/or unify the
products or services provided by a particular manufacturer or supplier
Trademark
Letters larger than–and often differing from–the corresponding lowercase letters.
Uppercase (Capitals/Caps)
What makes it different from competing products, and
more importantly, what leads customers to buy it
USP/- Abbreviation for Unique Selling Proposition
An address referring to a document on the internet
URL/ Uniform Resource Locator
Consists of a group of related typefaces, unified by similar design characteristics. Each face in the group of an individual fonts has been created by changing the visual aspects of the parent type family. Some groups like Helvetica carry more variations than others.
Type Family
The point where two strokes meet at the bottom of a character
Vertex
A series of framed images put together, one after another, to stimulate motion and interactivity
Video
The intersection of a bowl with a stem, a diagonal stem with horizontal a horizontal stem or two bowls
Waist
A way of expressing ideas visually
Visual Communication
A set of characters of the same size and style containing all of the letters, numbers and marks
needed for typesetting.
Type Font
The telling of a story through visual images
Visual Narrative
The heaviness of a typeface, independent of its size; can refer to a style within a font family (Thin or Regular).
Weight
Photochemical process that converts a continuous tone image into a series of minute, graduating dots
Halftone Process
A desirable technical connection between what the designer/operator sees on the screen and
what will emerge as the final output on film or print
WSYIWYG
A typeset sample produced to show the visual properties of a typeface
Type Specimen
It should make the intervals between words look the same and be consistent. One must achieve a visual balance that is appropriate for the piece and it’s legibility. Considerations include: type face, point size, line length, and general color of the page. Words must not appear to run together or be spaced so wide that they appear as separate words. The goal is to have word spacing that facilitates a natural flow an dreadability of the text.
Word Spacing
Height of the lowercase x which is used as a guideline for the height of un-extended lowercase letters
X-Height
A graphic image stored as a specific arrangement of screen dots or pixels
Bitmap Image
a mathematical method for drawing curves. Curves are created by drawing a line in between two points–called anchors–and altered by the handles on each of the points
Bézier Curve
A skill, proficiency, expertness, or technical excellence in the utilization of material
Craftsmanship
Horizontal and vertical lines that indicate the edge of the printed piece. Also called trim marks — thin lines placed at the corners of your artwork that indicate where to trim your finished project
Crop Marks
Document that specifies the operational guidelines for the application of a corporate identity
Design Manual