Job:01579 Title: Graphic Design Translated (Rockport)
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Job:01579 Title: Graphic Design Translated (Rockport)
Page:26
Text
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
BRIGHTNESS
ˈbrīt-nes, n
The relative lightness or darkness of a color,
also called value or tone. Colors with similar
brightness levels will appear nearly indistin-
guishable in a black-and-white photocopy.
See also color wheel.
Fr: LUMINOSITÉ
Ger: LEUCHTDICHTE
It: LUMINOSITÀ
Sp: BRILLO
Design: Donna S. Atwood, www.atwooddesign.com
BRANDING
ˈbran-diŋ, v
The strategic differentiation of one “offering”
(product, service, interaction, experience,
etc.) from its competitors. In visual terms, the
brand often begins with a logo or logotype,
which is used to anchor the brand promise—
a set of expectations associated with a
particular offering. An effective brand identity
involves, among other things, a comprehen-
sive and consistent visual language (logo,
typeface, color palette, and other visual
cues). Contemporary brand strategies gener-
ally go well beyond traditional print and televi-
sion advertising to include websites, blogs,
and other evolving forms of social media.
Fr: STRATÉGIE DE MARQUE
Ger: MARKENBILDUNG
It: BRANDING
Sp: BRANDING
Creative Direction: Peter Shikany; Design: Marc
Simpson, Judy Smith; Illustration: Jeff Jones;
Firm: P.S. Studios, www.psstudios.com
BORDER
ȯr-dər, n
A frame surrounding a photo, an illustration,
a text block, or another design element that
creates a transition between the element and
the rest of the layout. Frames can be simple,
a rectangle or a circle of thin line weight, for
example, or highly ornate. Heavier, more
detailed frames tend to deemphasize the im-
age within, calling attention to the frame itself,
whereas lighter, simpler frames help the im-
age within stand out against its background.
Fr: BORDURE
Ger: RAHMEN
It: BORDO/I
Sp: BORDE
Art Direction/Design: Gaby Brink,
www.tomorrowpartners.com, and Joel Templin,
Hatch Design, www.hatchsf.com
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