Goodwill - is when a company purchases another company for more than the value of its assets—which is quite common—the difference is recorded as an asset named “goodwill.” This is not a general term for the value of a brand, for example, but a very specific accounting term.

Midline - The imaginary line that rests on top of the body of the lowercase letters, disregarding ascenders. The distance between the baseline and the midline is the x-height.

Serif - A short line or finishing stroke that crosses or projects from stems or strokes in a character. Serifs have many shapes, including hairline, bracketed, wedge, and slab. Fonts without serifs are called “sans serifs.