Chapter 14

What is Corporate branding?

It refers to promoting a company through making it visible to as wide as a audience possible.

How is the visibility of corporate created?

The visibility is created by using a particular house style.

What is another term for 'corporate house style' often used interchangeably?

Corporate Branding

In the context of house style, what are serif and sans-serif fonts used for?

Making the text stand out

What is the purpose of a house style in an organization?

Saving time

Which term is often used interchangeably with 'corporate branding'?

Visual Identity

What is not an element that can be part of a corporate house style?

Employee Names

Why is it important to apply a consistent style to all materials produced for a company?

To ensure brand consistency

What type of font has short strokes at the end of letters?

Serif

Which type of font is generally used in newspapers and books?

Serif

What is the typical font size for body text for most adults?

10 points

When might a font size larger than 14 points be suitable for body text?

For children

How is font size measured?

Points

Which element defines the design of the typeface, such as Arial or Times New Roman?

Font Family

Which part of a font's height is measured from the top of the tallest ascender to the bottom of the longest descender?

Baseline

What is the primary purpose of a consistent house style in document creation?

Supporting brand recognition

What do serif fonts have that sans-serif fonts do not?

Short strokes at the end of letters

What is the purpose of a consistent house style in document creation?

Supporting brand recognition

Why is it important to apply a consistent style to all materials produced for a company?

To ensure brand consistency

Which type of font is generally used in newspapers and books?

Serif

What type of font has short strokes at the end of letters?

Serif