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Logo and Graphic Design Vocab

Defining Terms for Logo Design

Logo- the symbol used to identify a company or brand.

Abstract mark- an abstract logo that is not a recognizable symbol, it is completely unique and different from anything else.

Lettermark- a logo that uses typography, usually the company's initials or name.

Mascot- when a company uses a character or spokesperson as the logo.

Emblem- a logo that is a symbol with text inside of it. It often looks like a family crest.

 Pictoral Mark or Symbol-  an "icon" logo, a simple symbol logo, such as Apple or Nike swoosh.

Wordmark- a simple logo that just uses the company's name as the logo. Utilizes typography to create an effective design.

Graphic Design

 Above the Fold- relates to website design, utilizing the what is visible when first opening the web page.

Branding/ Brand Identity- logos, colors, designs, typography and more elements that are used together to create one identifiable brand for a company.

Gutter- the unused space between two pages.

Lorem ipsum- the filler text that programs use before putting in the real text.

Manicule- a pointing hand symbol used in design to draw attention to something.

Style guide- standards set for the formatting of graphics, for example the colors and fonts, that are always used for a particular brand.

White space- unused space surrounding and breaking up design elements

Trapped white space- white negative space that is trapped by design elements


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