Graphics Reference
In-Depth Information
Rhythmic Extension
A series of values, lighter and darker, is considered rhythmic if there are re-
cognizable jumps between shades, relative to the extension or volume of each shade. The result is
an optical proportioning of value similar to a spatial proportion system, but dependent on dark-to-
light difference.
Analogous
In a scale from lightest to darkest, two colors are considered to have analogus value if
they exhibit the same (or very similar) darkness or lightness, relative to each other—regardless of
saturation or hue. As colors approach each other in value, the ability to distinguish their boundary
is diminished.
Progressive
A sequence of values among colors—in either optically even steps or optically geo-
metric steps—is considered progressive if the overall effect is perceived as one of continual light-
ening or darkening within a given palette.
USING A LIGHTER VALUE
for the word “taxi” in this logo makes the image that it conjures feel
lighter or have less impact, reinforcing the concept “eco,” which appears in a deeper value.
Kropp Associates
United States
