Glossary

CMYK

CMYK or ‘Cyan, Magenta, Yellow, Key’, is a color model that is used for print purposes. CMYK is a subtractive color, this means that we begin with white and end up with black. So, as we add more color, the result turns darker.

CMYK-color-subtractive-model

 

RGB

RGB or ‘Red, Green, Blue’ is a color model that is used for on-screen purposes. RGB is a additive color, meaning that when mixing colors, we start with black and end up with white as more color is added.

RGB-color-additive-model

 

Resolution

The amount of detail an image has. Generally speaking, the higher your resolution, the better your images appear, and the more detail is rendered. Whereas lower resolution images or graphic tend to appear blurry, pixelated or muddy. 

Saturation

The degree of intensity and vividness of a color. For example, a low-saturation color may appear paler, and faded, whereas a more heavily saturated color may appear more vibrant and colorful. 

Rule Of Thirds

Rule of Thirds is a theory that if you divide your image with two vertical and two horizontal lines, the areas where your lines intersect will become focal points of your design. 

Brandmark

A type of logo design where a symbol is used in place of the company name, i.e. the Apple logo. Brandmarks are commonly accompanied by a logotype, but not always. 

Logotype

A type of logo where the name of the company designed in a visual way. Think of brands like Google, Ikea, Disney. 

Brand Identity

The visualisation of your brand in a way that represents the values, content and ethos of the company. This can include things like a logo, business cards, letterheads, uniforms, packaging design, etc.

A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.

What is brand? – The perceived emotional corporate image as a whole.
What is identity? – The visual aspects that form part of the overall brand.
What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.