Glossary CMyK LEADING rGB Abbreviations for the colors Cyan (C), Magenta (M), yellow (y), and The space between lines of type. It is generally measured from Screen-based applications such as websites and apps typically Black (K), the inks used in four-color printing. When these inks are baseline to baseline and expressed in points. select their color palette from the rGB color system - a palette combined in they can produce a wide spectrum of color. containing differing combinations of red (r), Green (G), and Blue (B). LOCKuP COLOr PALETTE The fixed arrangement of one, two, or more graphic elements – such TyPEfACE A combination of colors that are intended to be used together. In this as a logo and web address etc. – to create a single unit. A specific mark that is a combination of letters, symbols, or graphics case the colors are a key part of the branded experience and help used to identify a brand in a single instance. Logos often embody the form a sense of place. core values of a brand and use the brand colors. LOGO fAVICON A specific mark that is a combination of letters, symbols, or VECTOr ArT graphics used to identify a brand in a single instance. Logos often A small shortcut graphic that is 16 x 16 pixels, associated with a embody the core values of a brand and use the brand colors. A non-resolution dependent file format that consists of connected particular Web site and placed just in front of the urL. points; the size of these files can be altered without affecting the appearance. Vector files are often constructed in Adobe Illustrator. PANTONE (PMS) KErNING Pantone Matching System (PMS) is the world standard for the Adjustment of spacing between a pair of type characters. specification of printed inks between designers and printers. ContentS PayPal | Corporate master brand guidelines | August 2013 | Copyright © 2013 PayPal Inc. All rights reserved. 40