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A grid used for page layout that is the same on both the recto and verso pages. Asymmetric grids typically introduce a bias towards one side of the page, usually the left, as pictured above. The additional margin space can be used for notes and captions.

If you understand symmetry then you are on your way to understanding asymmetry. Asymmetry exists when the two halves of something do not match or are unequal. The American flag is an example of asymmetry.

Asymmetry is the absence of, or a violation of symmetry (the property of an object being invariant to a transformation, such as reflection). Symmetry is an important property of both physical and abstract systems and it may be displayed in precise terms or in more aesthetic terms. The absence of violation symmetry that are either expected or desired can have important consequences for a system.



Ascender & Descender

The parts of a letter that extend above the X-height (ascender) or below the baseline (descender).

In typography, an ascender is the portion of a minuscule letter in a latin-derivered alphabet that extends above the mean line of a font. That is, the part of a lower-case letter that is taller than font’s X-height.

Ascender, together with descenders, increase the recognizability of words. For this reason, many situations that require high legibility such as road signs avoid using solely capital letters, the all caps style.

Studies made at the start of the construction of the British motorway network concluded that words with mixed-case letters were much easier to read than “all-caps” and a special font was designed for motorway signs. These then became universal across the U.K.

In many fonts intended for body text, such as Bembo and Garamond, ascenders rise the cap height of the capital letters.

Art Deco



Named after the 1925 exposition internationale des arts decoratifs et industriels modernes, which was held in paris, art deco describes a decorative design style that celebrated the rise of technology and speed via geometric designs, intense colours, and the use of plastic and glass. Forms became streamlined as the principles of aerodynamics became better understood resulting in an elegant style in both architecture and objects.

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This is an analogy for making a lot of effort and noise, but yealding little again.

A comparison between one thing and another, made for the purpose of explanation of clarification. Often refers to the seemingly impossible or surreal for extra emphasis. For example, a task that appears impossible is analogous to obbtanining blood from stone. The success of an implicit analogy in a design is dependent upon the ability of the target audience to interpret exactly what the analogy is. Picture above is a poster created by Sagmeister Inc, that features a headless chicken. This is an analogy for making a lot of effort and noise, but yealding little again.



A ligature of the latin word et, meaning ‘and’. The name ampersand is a contraction of the Latin phrase ‘and per se and’, which translates as ‘the symbol for and by itself means and’. The earliest usage of the ampersand symbol dates back to the first century AD and it is now found in many languages that use the Latin alphabet. Read More

Avant Garde

An artistic work that pushes the established limits of what is considered acceptable. Avant garde works often have revolutionary, cultural, or practical connotations.

Avant garde, a font bassed on the logo designed for ‘Avant Garde Magazine’ in 1967 by herb lubalin and Thom Carnase. The font was redrawn in 1970 to include lower case characters. Read More

Art Nouveau

Art Nouveau

Art Noveau
The Peacock Skirt, by Aubrey Beardsley, (1892)

Rooted in romantism and symbolism, art nouveau (The new art) describes a richly ornamental style of decoration, architecture and art that developed during 1894-1914. Art nouveau is characterised by undulating lines, sinuous curves and the deciption of leaves, flowers and flowing vines and is embodied in the work of protagonists such as Gustay Klimt, Henry De Toulouse-lautrec, Antonio Gaudi and Hector Guimard, WHo was the architect and designer of the paris metro entrances.

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