Design Principles
This principle refers to how elements are arranged to create stability in a design.
What is balance?
This is the preferred file format for logo designs, best for scalability.
What is vector format?
This designer, featured in your first discussion post video, describes typography as “painting with words.”
Who is Paula Scher?
This coffee company’s 2011 rebrand removed its name, leaving only a siren.
What is Starbucks?
This online marketplace’s smiling arrow connects the “A” to “Z” to signify selection.
What is Amazon?
his principle emphasizes differences between elements to create visual interest.
What is contrast?
A logo that uses only text with no image is typically called this type.
What is a logotype or wordmark?
Scher says this design element alone can create personality before people even read the words.
What is typography?
This popular video-sharing app introduced a simplified blue-gradient “play button” logo in 2017.
What is YouTube?
Look closely—this delivery company’s logo hides an arrow in its white space.
What is FedEx?
This refers to the visual importance of elements in a design.
What is hierarchy?
This is a curated, visual collage—comprising images, colors, textures, and typography—that defines a brand’s aesthetic direction, emotional tone, and core identity.
What is a brand mood board?
This design firm where Scher works is described as a collaborative group of top designers rather than a traditional company.
What is Pentagram?
This brand dropped its “Donuts” in 2019 to focus on coffee and beverages.
What is Dunkin?
The mountain in this chocolate brand’s logo conceals a bear in its outline.
What is Toblerone?
The repetition of elements to create unity in a design.
What is repetition?
This document defines how a company’s name, logo, and colors should be used.
What is a brand style guide?
One of Scher’s early major design jobs featured in the documentary involved creating this type of design for musicians.
What are album covers?
In 2015, this tech giant flattened its logo and replaced the old serif font with Product Sans.
What is Google?
This car brand’s emblem is made of overlapping ovals that cleverly spell out every letter of its name.
What is Toyota?
The empty space around elements that improves readability and focus.
What is white space, or negative space?
The term for an emotional connection between a consumer and brand.
What is brand loyalty?
The episode highlights Scher’s work designing environmental graphics and branding for this famous New York performance venue.
What is the Public Theater?
In 2008, this clothing retailer faced backlash after briefly replacing its classic navy box logo with a gradient design.
What is Gap?
The hidden “31” in this ice cream brand’s pink-and-blue logo represents the number of flavors.