1)Type/Typography as Design

Typography as design is the use of text as an element to create a design. This would be the use of different fonts to build the design. This would also be looking at the different elements of fonts: strokes, stems, kernings, ears, terminals, etc., and what effect they have on text and the overall design of an image.

Source:

http://www.designersinsights.com/wp-content/uploads/2012/03/Anatomy-of-Typography.png

 

2)Balance

Balance is an element of design that creates order within a subset. In marketing and advertisement this would be arranging different elements so that the weight is equal on each side of a design, to on the top and the bottom of a design. Balance can be used to create order, but can also be used to make a point by purposefully leaving elements unbalanced, which draws attention to those specific element.

 

3)Intangibles

“Intangible” means something that can’t be touches, something that isn’t a physical object. Something that is an example of this in marketing and branding is trade marks and intellectual property. These are ideas and objects that aren’t necessarily physical, but are owned by companies are are very big assets to companies and organizations.

4)Flexibility

Flexibility in relationship to marketing and design relates to designs that are able to be manipulated and changed. In relation to brands and logos, this could be a logo that is able to be changes: either in color scheme, or for different programs, while still being able to be recognized by the public as that logo. SAM is a good example of the idea of flexibility with its logo.

The colors are flexible being able to be in black and white or colored, and text is able to be added. These are flexible yet still effective because they are able to be recognized.

 

Sources:

http://www.underconsideration.com/brandnew/archives/sam_logo_detail.png