IAT 102 Midterm

Graphic design

A creative process that combines art and technology to communicate ideas

Designer

Works to convey a message from a client to a particular audience

image and typography

The main tools of a designer

Logo

A graphic mark or emblem commonly used by commercial enterprises, organizations and individuals to aid and promote instant public recognition

Logotype

Refers to the words of a logo. Can be made a stylized custom font or standard type

Corporate identity

The overall image of a corporation or firm or business in the minds of the public, such as customers and investors and employees

Cuneiform

In Latin means "wedge-shaped"

Hieroglyphs

The form of writing used by ancient Egyptians, consisting of figures of objects directly or figuratively representing words or syllables

Hieratic

A cursive form of Egyptian hieroglyphics; used especially by the priests and scribes using a brush

Demotic

The simplified form of Egyptian hieratic script used first for business and social correspondence

Kerning

Space between two letters or characters

Leading

The vertical spacing between lines of continuous text

Tracking

The space between all letters in a word

Baseline

The invisible line that the characters sit on

Meanline

The invisible line that falls at the top of lowercase letters

x-height

The distance between the meanline and the baseline

Cap Height

The distance from the baseline to the top of uppercase letters

Ascender

Part of a character that extends above the meanline

Descender

Part of a character that extends below the baseline

Serifs

Font distinguishable by the extra stroke at the ends of characters

Stem

Vertical line of a B and the primary diagonal line of a V

Bar

Horizontal or diagonal lines of a letter; are open on at least one sidde

Bowl

An open or closed circular line that creates interior space, such as in e and b

Counter

Letters containing closed spaces including A B D O P Q R a b d e g o p q 0 4 6 8 9

Leg

The bottom stroke of a letter such as the base of an L or diagonal stroke of a K

Shoulder

The curve at the beginning of a leg of a character such as m

Terminal

End of a stroke that lacks a serif such as f

Apex

A point at the top of a character where two strokes meet

Aperture

The gap or opening at an open counter

Ligature

Two or more letters are joined together to form one glyph

Ear

A small stroke projecting from the upper right bowl of some lowercase g's

Humanist serif

Garamond, Caslon 540, Bembo

Transitional serif

Baskerville

Modern serif

Bodoni

Humanist sans serif

Gill Sans

Transitional sans serif

Helvetica

Egyptian/slab serif

Rockwell

Geometric sans serif

Futura and Century

Typeface

The letters, numbers and symbols that make up a design of type

Font

A collection of all the characters of a type in one size and one style

Type family

The complete assembly of all sizes and styles of one typeface

Simple, memorable, scalable, colour, works across media

What makes a branding successful?

Abstract Expressionism

A post WW2 art movement in American painting, developed in New York City in the 1940s

Geometric Abstraction

A form of abstract art based on the use of geometric forms sometimes, though not always, placed in non-illusiontristic space and combined into non-objective compositions

Bauhaus

International style that is radical functionalism with simplicity and effectiveness

Ulm School of Design

Approach of integrating art, craft and technology. Has courses of sociology, psychology, politics, economics, philosophy, aesthetics, semiotics, technology, etc

Gestalt Psychology

Emphasizes a "unified whole" in that the whole of anything is greater than it's parts

Gestalt

Means form, pattern or configuation

Gestalt Theory

Describes how people visualize elements organized into groups or unified wholes when certain principles are applied

Cohesive design

Gestalt theory can be used in branding to create a __________

Proximity, Similarity, Continuation, Closure, Figure-ground

Gestalt laws or grouping principles

Proximity

Occurs when elements are placed close together. Perceived as group (unity) but otherwise separate

Similarity

Occurs when objects look similar to one another. People often perceive them as a group or pattern.

Dis-similiarity

Break of similarity

Continuation

The viewer's eye will naturally follow a line or curve

Closure

Occurs when an object is incomplete or a space is not completely enclosed

Figure-ground

The eye differentiates an object from its surrounding area (especially with high contrast). A shape or silhouette is naturally perceived as a figure while the surrounding area is perceived as the ground

Semiotics

The study of signs, how they work under cultural and anthropological contexts and linguistically

Icon

Physically resembles what it stands for

Index

Implies or suggests the object. Example, metaphor

Symbol

Abstract, bears no resemblance to the meaning

Denotation

Literal description of something

Connotation

Individual or cultural meanings of something that often have emotional association

Futurism

Early 20th century Italian art movement that had an enthusiasm for war, machine age, speed and modern life

Russian Constructivism

1917 Eastern Europe that was about pure abstraction and a simple palette

Jan Tschichold

A Swiss national, born in Germany. He was a typography, book designer, teacher and writer

Modernist design

Tschichold became the leading advocate of ________

Swiss Design

After WW2 had asymmetrical organization, grid, objective photography, clear and factual, sans serif typography, neutral and objective

Inge Aicher-Scholl, Otl Aicher, Max Bill

Founded the Ulm School of Design in 1953 with the main task of incorporating design into the industry and shaping our material culture

Shape, form, spatial awareness, typography, dynamism, emphasis, contrast, colour

5 building blocks essential to good graphic design

Theory of colours

Goethe's "_____________" provided the first systematic study of the physiological effects of colour (1810)

Protanopia

lack of functioning red cones

Deuteranopia

lack of functioning green cones

Trichromats

Humans are ______ because we perceive colour as a combination of three wavelengths (red, yellow, blue_

Message and composition

Colour can help to reinforce the meaning of elements and can help direct attention or group elements

HSB

hue, saturation, brightness

RGB

red, green, blue; additive

CMYK

Cyan, Magenta, Yellow, Black; subtractive

key

also known as black in CMYK

Chroma

purity or intensity of color

Value

The lightness or darkness of a color

Hue

Another name for colour

Tint

Refers to the amount of white we add to a hue

Shade

refers to the amount of black we add to a hue

Saturation

The amount of hue in a given object, independent of value

Colour harmonies

Refer to the different sets of colour combinations that work well together

Analogous harmonies

colors adjacent to one another on the color wheel

Complementary harmonies

involve colors directly opposite each other on the color wheel

Monochromatic harmonies

All the hues (tints and shades) of a single colour

Triadic colour harmonies

uses colours that are evenly spaced around the colour wheel

Split complementary harmonies

a color with the two colors adjacent to its' complement