- brand voice
- The consistent personality and style that runs through all of an organisation's written and spoken communication, shaped by word choice, sentence structure and tone. Understanding brand voice: 4 steps to defining how your organisation sounds
- clear space
- The minimum area around a logo that must be kept free of other design elements, often defined as a multiple of a letter height or part of the logo itself. It prevents the logo being crowded or its impact weakened. Understanding what a brand style guide contains: 7 components that keep your identity consistent
- gamut
- The range of colours a particular system or device can reproduce. RGB has a wider gamut than CMYK, meaning some screen colours cannot be matched exactly in print. Understanding RGB and CMYK: 3 ways they shape your design output
- kerning
- The adjustment of space between specific pairs of letters to achieve balanced, even spacing. It targets individual combinations rather than changing spacing uniformly across text. What is kerning? 3 ways it transforms your typography
- leading
- The vertical distance between lines of text, measured from baseline to baseline. It controls how much breathing room sits between consecutive lines in a paragraph or block of copy. What is kerning? 3 ways it transforms your typography
- mood board
- A collection of images, colours, textures and typography assembled to show the visual direction of a design project before design work begins. What is a mood board: 5 ways it clarifies your visual direction
- out-of-gamut
- A colour that falls outside the range a given colour mode can reproduce. Design software flags out-of-gamut colours when converting from RGB to CMYK so you can adjust them before printing. Understanding RGB and CMYK: 3 ways they shape your design output
- raster
- A pixel-based image format where each picture element is fixed in position. Enlarging beyond the native resolution produces visible squares and blurred edges. Understanding vector graphics: 4 ways they strengthen your brand
- tracking
- Uniform adjustment of letter spacing across a range of characters, applied to entire words, lines or paragraphs. Also called letter spacing, it differs from kerning in affecting all pairs equally. What is kerning? 3 ways it transforms your typography
- vector graphics
- Images defined by mathematical paths, curves and fills rather than pixels, allowing them to scale infinitely without loss of quality. Understanding vector graphics: 4 ways they strengthen your brand
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