31
The study of relationships between signs and symbols and what they represent in terms of both content and meanings
Semiotics
A transitional section on a character, including lowercase letters such as h, m, n, or u where a
curved arch merges into a straight stem
Shoulder
The paring down to essential elements
Simplification
When an a or g has one counter rather than two
Single-story/tier
Small stroke at the beginning or end of the main strokes of a letter
Serif
Capitals which are a similar height to the lowercase or x-height, designed for abbreviation and emphasis in texts
Small Caps
The horizontal space on each side of a character
Spacing
Fields of adjacent modules. Each field can be assigned a specific function within the design.
Spatial Zones
Term for coordinated directional, instructional and information sign requirements associated with
the urban environment, buildings and major events such as exhibitions
Signage
The main stroke of the letter S and s
Spine
These take place in the preliminary stages of the Creative Process. At this stage is meant to refine
the general concept from the research phase into specific concepts for solving the problem and to explore a specific visual representation of your concepts
Thumbnail
The dot on the i and j
Tittle
A letter with one or more added ornamental strokes
Swash
A curves transition into straight stems without a serif like extentions projecting from arms and curved strokes
Spurless
The _____________ stage is the final stage of the process. The focus of this stage of the Creative
Process is to produce finished pieces which very closely represent all aspects of the actual work which would
be delivered to the client or the client’s target audience.
Super Comp
The point where two strokes meet at the bottom of a character
Vertex
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
Consists of a group of related typefaces, unified by similar design characteristics. Each face in
the family of an individual font has been created by changing the visual aspects of the parent type _____. Some _________ like Helvetica carry more variations than others
Type Family
A set of characters of the same size and style containing all of the letters, numbers and marks
needed for typesetting.
Type Font
A way of expressing ideas visually
Visual Communication
The telling of a story through visual images
Visual Narrative
Height of the lowercase x which is used as a guideline for the height of un-extended lowercase letters
X-Height
These are made to see what a prospective design project will look like. This stage of development in the Creative Process is concerned with design and production
Comps/Comprehensives
The storing and handling of information by a computer
Data Processing
An embellishment in a ligature that is not originally part of either letter
Gadzook