A logo incorporating the company name within various shapes and frames.

A color scheme comprising three colors equally spaced around the color wheel, often used to designate a dominant, secondary, and accent color.

The result of adding black to a pure hue.

A standardized system for precise color identification in printing, facilitating reference to exact color shades.

The selection of colors for a design, chosen to complement each other and reflect the brand effectively.

The purest form of original colors, such as red, orange, yellow, green, blue, and violet.

Hues like blues, greens, and violets known for their calming effect, often employed to impart a cooler aesthetic to designs.

The area around words and shapes in a design. Negative space can be utilized to create additional design elements, as exemplified in the FedEx logo.

A rudimentary draft of an image created by designers during the conceptual phase of a design project.

Pertains to both the tactile feel of a design and the perceived tactile quality. Incorporating textured graphics allows a design to simulate tangible texture visually.