The space surrounding the words and shapes in your design. Some designers choose to use the negative space to create an additional design, like the arrow found between the “E” and the “X” of the FedEx logo.
Also known as a widow, this term refers to the words or short lines at the beginning or end of a paragraph. These words are isolated from the rest of the content, often causing an unwanted focal point.
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 color schemes, typefaces and how logos are used and placed within an asset, among others.