Understanding Design Language What is design language? The consistency of design elements used in a product or brand. Why are they used? So that people can easily identify the brand or company based on their style and design elements of their products. Who creates them? Graphic designers and graphic design companies. Transport for London: Describe what elements are covered in the design guide lines: Typography, Colour palette, UI structure, UI Elements, Iconography, Image size ratio Describe how far reaching the design guidelines go: They use the same font, colour scheme, logo ect. Analyse the conformity of the design language: The consistency of the design language is they use the same style and design for all their uses and products. Review the effectiveness of the design language: