Terms and articles in the field of design from Supremum Design


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Articles about graphic design


"Swissair" logo. History of the brand development

"Swissair" has a rich history of 71 years of successful work. During this time, several logotypes and systems of identity have been changed, and the brand has undergone a long evolutionary path of its development ...


Examples of the layout of the brand unit

Despite the fact that the most common option is the logo, arranged around the central axis, there are as many other designs of the proprietary unit...


Modern trends in the design of logos

At the present time, the use of mobile devices has significantly increased when working in the Internet environment. It helps to integrate advertising communication into people's everyday life...

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Terms of design

Brand relevance

Compliance with the basic needs, characteristics and motivation of the target audience. Indicator of the level of demand for the brand.

Brand Attribute

The external form of the brand (for example, name, slogan, logo, packaging, colors, etc.), through which the brand contacts the consumer.

Identity (corporate identity)

A set of graphic forms and principles for building visual communications, united by one idea, the main task of which is to single out a company (brand) among themselves and create a recognizable image in the eyes of consumers. Identity development includes two stages: the first - the creation of graphic constants, the basic elements of communication and the principles of their interaction, the second - the adaptation of the basic elements and principles of identity to different groups of media. The list of positions of corporate style (identity) is determined taking into account the key points of contact of the company (brand) with the consumer.


Advertising or image message, posted as a block on the site. The banner contains a hyperlink to the advertiser's resource, in appearance it is static or dynamic.


The design for placing outdoor advertising in large format on the streets of cities and along highways.


The term in marketing, symbolizing a new innovative product or service. As a rule, it has a popular, easily recognizable and legally protected symbolism of any manufacturer or product. The brand is created to differentiate the product, from the substitute goods.


A document containing a set of instructions and recommendations on the positioning of the company and its self-identification. Brandbook includes individual components of the company's image with the aim of forming its steady positive reputation among customers and partners. In fact, a brand book is a document describing the main algorithms of forming customer loyalty within the process of creating a brand.


Activities to create a long-term preferences for the product, based on a joint enhanced impact on the consumer of all elements of the brand and branding policy of the company.


The printed edition of a small volume from 4 to 48 pages. The brochure sheets are connected together by flashing, fastening with brackets, screw wire, etc. The brochure contains much more information than a leaflet or a booklet.

Vector graphics

A kind of graphics that uses mathematical formulas to describe the image contained in a file. Vector graphics consist of a set of points and connecting curves. Advantages of using vector graphics are scaling without loss of quality and small amount of memory occupied by the file.


Unit in the writing system. For example, in grapheme, the letter "A" has a capital, line and italic variants. A graph is like a "skeleton" of a letter or symbol, that is a construction scheme that distinguishes it from other letters.


A document that contains rules for the use of the logo and the main elements of the corporate style when developing advertising or image communications. The guide contains information about the company's colors and fonts; the proportions of the logoblock, its variations and minimum dimensions; rules for the use of the logo and style elements on various backgrounds, their co-scale and necessary indents; recommendations on layout, general stylistics, etc. The interface may be part of the brand book, or it may be an independent guide.

Graphic design

The direction of design, focused on the creation of a harmonious and spectacular visual environment. Graphic design can include the design of symbols or signs, logos, services of designers, designing printing products, etc.



Creative activity, the purpose of which is to define the formal qualities of industrial products. These qualities include external features of the product, but mainly those structural and functional interrelations that make the product into a single whole, both from the point of view of the consumer and from the manufacturer's point of view.

Design concept

The project design, a generalized design, outlining the idea of solving an actual scientifically grounded task and indicating the ways of achieving the goal.

Package design

The process of designing, or packaging the product in accordance with the approved visual constants of the brand of the brand, to which the product belongs. In a broad sense - an independent artistic discipline with its own laws, history and canons.


The vertical interval between lines of text, which is measured from the base line of one line to the line of the line above. Baseline aligns the bottom edge of most font characters.


Element of identity (corporate identity), representing the outline of the full or abbreviated name of the company or product. In the logo, in addition to letters, additional graphic elements may be used, which are part of the inscription. The logo in combination with a brand name, slogan or an explanatory inscription is a proprietary unit.


A complex of works related to the creation of a unique, memorable company name, product, service or website. This service includes the development of several variants of names, listing the objective advantages and disadvantages of each. The main task of naming is to create the brightest and most memorable name, which will be clearly associated with customers with the company's activities.


A structure created from repeating elements - modules. The pattern is used as a background image or as part of a trademark identification when it is necessary to brand different surfaces.


A sign that expresses the key recognizable features of an object (object, phenomenon), its main visual characteristics, presented in a condensed schematic form.

Industrial Design

Type of activity, which includes elements of art, marketing and technology. Industrial design covers the widest range of objects: from household utensils to high-tech and science-intensive products. In the traditional sense, the tasks of industrial design include prototyping of household appliances, production plants and their interfaces, ground and air transport (including cars, airplanes, trains), a variety of equipment. A special place is occupied by the design of furniture and interior elements, dishes and cutlery, the development of forms and concepts of which has deep historical preconditions.

Raster graphics

A kind of graphics that describes an image using a special grid filled with a set of pixels of certain colors. The quality of this image depends on the number of pixels per unit area.


A set of actions to change the existing image of the brand, reorientation in positioning, adjusting brand values ​​and ideology, changing the strategy. Rebranding is most often carried out in connection with a change in the structure of the company (for example, as a result of a merger), with a change in activity, a change in the target audience, due to significant changes in the competitive environment, and, if necessary, evade negative brand associations among consumers, if any.


Measures to change the visual component of the brand. Restyling can be carried out within the framework of rebranding, or be an independent process for updating the logo, corporate identity or packaging. The scale of the changes can range from a small adjustment of the logo, to a global revision of the graphics, the color scheme and the main elements.


Slogan (motto of the brand)

The motto or slogan expressing the communicative idea of the brand in a condensed form. The slogan is designed to convey to the consumer the meaning of the advertising company or the philosophy and values of the brand.


The art of text formatting when typing fonts. Using the rules of typography helps text to be easy to read, optimally structured and easy to understand. Typographical in the narrow sense - one of the directions of graphic design.


It is a collection of certain properties, associations, images that allow the product of this trade mark to stand out from the competition in the market. The whole process of branding begins with the creation of a brand of goods. It represents a starting point for all other activities.


Distance, in which one letter or character in a line is separated from the other. "Positive" tracking increases distances between signs, to create a more lucid set of text and improve readability. "Negative" tracking reduces the distance between characters, making the text more dense.

Food stylistics
(food photography)

One of the types of subject photography. Advertising food photography as an independent direction of commercial photography was formed in the 50s of the twentieth century in the United States. At this time, there was a transition from paint advertising to photography.

Company block

Combined in the composition of the symbol and logo, as well as various explanatory inscriptions and, often, the corporate motto.

Brand name

A unique graphic element that can be placed next to the company name or used separately, while symbolizing the company. The sign can be made in the form of an abstract form, as well as in the form of a literal or symbolic illustration of the goods / services offered by the company. In addition to the logo, the trademark helps to strengthen the identification of the company: it enables you to pass additional information, add an emotional or a semantic emphasis.


Styled in a single style of drawing letters, numbers, punctuation and symbols. Fonts differ in the nature of graphics and purpose, for example, for typing large amounts of text in books, or for highlighting key messages in advertising communications. Font can have additional outlines, differing in the thickness of letters or slope.

Color model "CMYK"

Color model used in printing. The abbreviation "CMYK" is formed from the names of the primary colors: Cyan, Magenta, Yellow, Black. The letter "K", instead of the expected "B", is the last letter in the name Black Black. It is taken in order to avoid confusion with the color Blue from the RGB model. With the color model "CMYK" works most of the printing devices. Files to be printed must be converted to this model.

Color model "RGB"

A color model consisting of the primary colors: Red, Green and Blue. The color model "RGB" describes the colors emitted by the displays. All the variety of shades is created with the help of these three colors.

Pantone colors

"Pantone" is a standardized color detection system developed by the American company of the same name. The color "Pantone" is created by mixing several colors, has strictly regulated parameters and is indicated by an individual number.

Color spectrum

Harmonically interrelated shades of color. The color gamut is often determined by such values as "warm" or "cold", "bright" or "faded", "bright" or "dark".

Color palette

A fixed range of colors and shades used in a certain work of fine art or design.


A preliminary sketch that fixes the design of a work of art, a structure, a mechanism, or a separate part of it.