HANDSHAKE BRAND GUIDELINES 2021 69 Glossary CMYK Abbreviations for the colors Cyan (C), Magenta (M), Yellow (Y), and Black (K), the inks used in four-color printing. When these inks are combined in they can produce a wide spectrum of color. COLOR PALETTE A combination of colors that are intended to be used together. In this case the colors are a key part of the branded experience and help form a sense of place. KERNING Adjustment of spacing between a pair of type characters. LEADING The space between lines of type. It is generally measured from baseline to baseline and expressed in points. LOCKUP The fixed arrangement of one, two, or more graphic elements — such as a logo and web address etc. — to create a single unit. LOGO A specific mark that is a combination of letters, symbols, or graphics used to identify a brand in a single instance. Logos often embody the core values of a brand and use the brand colors. PANTONE (PMS) Pantone Matching System (PMS) is the world standard for the specification of printed inks between designers and printers. RGB Screen-based applications such as websites and apps typically select their color palette from the RGB color system - a palette containing differing combinations of Red (R), Green (G), and Blue (B). TYPEFACE In typography, a typeface (also known as font family) is a set of one or more fonts each composed of glyphs that share common design features. Each font of a typeface has a specific weight and/or style. PayPal Forward is the official PayPal typeface.