FAQ
Frequently Asked Questions
Covering the questions I get asked; most, about working with me design terms and the design process.
General Design Terms //
What is Symbolism and Semiotics?
The use of images, colours or shapes to convey deeper meaning. In branding, it helps communicate values, emotions or ideas without using words.
What is Dynamism?
A sense of movement, energy or action in design, often created through composition, colour and typography to make visuals feel engaging and expressive.
What is Hierarchy?
The arrangement of design elements in order of importance. It guides the viewer's eye to key information through size, colour, contrast and spacing.
What is Contrast?
The visual difference between elements, such as light vs dark, bold vs thin, or different colours. It helps with readability, structure and emphasis.
What is Negative Space?
The empty or unused space around design elements (also called white space). It helps with clarity, balance and focus, and can sometimes form hidden symbols, like the arrow in the FedEx logo.
What are Assets?
The individual design elements or 'deliverables' used in a project, such as logos, icons, images, colour palettes or brand guidelines. These ensure consistency across all branding materials.
What are Revisions?
Changes or refinements made to a design based on client feedback, to help fine tune the work against the project's goals. The number of revisions included is usually agreed in advance.
What is an Abstract Design?
A design that focuses on shapes, forms and composition rather than literal representation. It often conveys emotion or concept rather than a specific object or image.
What is Minimalism / Maximalism?
Minimalism uses only essential elements, removing unnecessary detail to create a clean, focused composition; it relies on simplicity, negative space and clarity. Maximalism is the opposite.
Logo & Brand Terms //
What is Branding and Brand Identity?
Branding is the process of shaping how people perceive a business through design, messaging and customer experience. A brand identity is the visual system that defines a brand, including logo, colours, typography and imagery. Together they create a cohesive, recognisable presence that distinguishes a brand from its competitors.
What is a Hero Mark?
The primary logo or symbol that represents a brand. It's the most recognisable element, often used in key placements like websites and marketing materials.
What is an Ident?
Short for 'identification'; a short animation or design that represents a brand, often used in video content like TV channel intros or branded motion graphics.
What is a Monogram?
A logo made from one or more initials, often stylized or intertwined; think Louis Vuitton's 'LV' or Chanel's 'CC'.
What is a Wordmark?
A logo made entirely of text, often using custom typography; think Google or Coca-Cola.
Typography & Typesetting Terms //
What is Typography / Typeface?
Typography is the style, arrangement and appearance of text. A typeface is a specific letter design (e.g. Helvetica); a font is a specific version of that typeface (e.g. Helvetica Bold).
What is Typesetting?
The way text is arranged and formatted in a design, including font choice, spacing and alignment.
What is Legibility?
How easy it is to recognise individual letters and words in a typeface. High legibility means text can be read quickly without confusion.
What is Kerning, Tracking & Letter-spacing?
Kerning adjusts the space between individual letters. Tracking adjusts the space between all letters in a word or paragraph. Letter-spacing is another term for tracking; the uniform spacing between characters.
What is Line Height & Leading?
Line height is the vertical space between lines of text. Leading (pronounced 'ledding') is the traditional term for line height, named after the strips of lead once used in typesetting.
What is a Baseline?
The invisible line that text sits on. Different fonts relate to the baseline differently, affecting alignment and spacing.
What are Orphans & Widows?
An orphan is a single word or short line left at the top of a new page or column. A widow is a short line or word left at the end of a paragraph or column. Both can create awkward visual breaks.
Digital & Print Design Terms //
What are Pixels & Rasterized?
Tiny squares that make up digital images. Rasterized graphics, like JPEGs and PNGs, are made of pixels, meaning they lose quality when scaled up.
What are Vectors & Paths?
Graphics made of paths instead of pixels, allowing them to scale infinitely without losing quality; ideal for logos and illustrations. Common vector formats include SVG, AI and EPS.
What are RGB, CMYK and Hex Colours?
RGB (Red, Green, Blue) is a colour model for digital screens, where colour is created by mixing light. CMYK (Cyan, Magenta, Yellow, Black) is used for printing, where colour is built by layering ink. Hex codes are six digit codes (e.g. #FF5733) that define colour for web and digital use.
What are Pixels Per Inch (PPI) and Dots Per Inch (DPI)?
PPI refers to the resolution of digital images; a higher PPI means more detail and clarity. 1080p screens sit close to 72ppi, while 4K or retina displays need around 144ppi for sharp imagery. DPI is used for printing and refers to how many ink dots are printed per inch; higher DPI means sharper print quality, with 300 as the standard.
Working With Me //
Brand Identity Cost: Brand identity design starts from £1,200. This explores a hero logo built around a defined concept and developed for multiple sizes, a typography system, brand guidelines and business card design. The exact price depends on the scope of your project; get in touch for a tailored quote.
Website Design Cost: Custom web design starts from £1,000. Every site is fully responsive, custom designed around your brand (not a template) and includes SEO and copy-writing as standard, so it's built to be found and built to convert from day one.
