Refers to “pixels per inch” and measures the density of pixels used on electronic devices, like camera screens or monitors.

This is where your printed piece will be cut down to its correct size. Trim represents the final dimensions of your project.

The practice of using a printing press’s metal plates to create dimensional indentations.

A method, also called hot stamping, of melting foil or pre-dried ink to a design to create a metallic finish.

A finishing process of cuts done after printing to create a unique shape or texture.

A set of design standards for a specific brand to ensure complete consistency in the style and formatting of design assets. This often includes guidelines for colour schemes, typefaces and how logos are used and placed within an asset, among others.

Specific, strictly visual, icons that represent a brand, like the Target bullseye or the McDonald’s arches.

Logos featuring stylised letters, usually a company’s initials, so the viewer can tell what brand they’re engaging with by just two or three letters—for example, MPESA and SABC.

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

The visual representation of a brand, including logos, slogans, websites, and packaging.