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IAT 102


Cloud of Ideas -map out ideas first then choose name
Image Solution Logo that incorporates the use of real world photos as texture
Ethnography -act of getting data through observations, interviews, and questionnaires
Type Faces Serif and San-Serif
Leading -thin strips of lead that divide the horizontal lines of type
Point Size - determined by distance between Top of Capital and bottom of Descender line
Pica 1 inch = 6 pica
Point 12 points = 1 pica
Cicero 12 Didots
Didots French/ European Points
Font -Digital Representation of a typeFace -Precisely (a size of Typeface) -Within TypeFace
Types of Branding/Logo: Iconic/Symbolic -Imagery -literal/ abstract representation
Types of Branding/Logo: LogoType/WaterMark -Unique Style Font -"Word Mark" -best legibility
Types of Branding/Logo: Combination Mark -Iconic/ Symbolic + LogoType/WaterMark
Strong Logo/ Brand Points 1. Simple 2. Memorable 3. Color 4. Scalable 5. Functional(works across media)
Corporate Branding Company Branding to appeal to consumers
Personal Branding -People's Careers Marked as Brands
Emotional Branding -Brands that triggers consumer's emotional state
Human's Sense of Cognition 1. Shape 2. Colour 3.Form
Building Blocks of Design 1. Shape and Form 2. Spatial Awareness 3.Typography (Font Choice and Kerning) 4. Dynamic, Emphasis and Contrast ( Shades) 5. Colour
Kerning (Mortising) -Adjusting space between individual letters to achieve best legibility
Tracking -Equal Spacing between every letter
Gestalt -Unified Whole(Visual Perception
Semiotics (Study of Signs and how they work)
Icons -Resembles what they stand for
Symbols -abstract -has no innate resemblance
LetterForms/Acronyms -inherently Abstract -Stylized mnemonic aids information retention for memory
Denotation -Literal Description or meaning
Connotation -individual or cultural meaning of something -emotional associations
Reverse Type White Font on Black
Ambigram -Art created from the use of negative space
Emblem -contains details/ texture -shape connected to name of Organization -has challenges when dealing with scaling
Pictorial -hints to name of company or mission of company
Strategically Abstract Symbol -Conveys a big idea or brand attribute -Particularly Difficult to design well
Hierarchy -arrangement of elements in a way that implies importance -empahsis is relative to 1 dominat -conveyed through variation in Scaling, Colour, Alignment, and Spacing
Monochromatic Colours -hues of the same Colour
Triadic Colours -3 colours 120 Degrees from each other
Complementary Colours -2 opposing Colours across from each other
Analogous Colours -3 or more colours next to eachother
Created by: syncbeat72v2
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