A simple glossary to help you understand the language designers use throughout a branding project.
Branding comes with a lot of terminology, and some words are often used interchangeably even when they mean different things.
This page helps you understand the most common terms you may hear during a branding project, so you can follow conversations more easily and know what you’re actually receiving.
Brand strategy
The thinking behind the brand: its positioning, audience, values, goals and overall direction.
Brand positioning
How a brand wants to be perceived and what makes it distinct in its market.
Visual identity
The visual system used to represent the brand, including logo, color, typography, imagery and graphic elements.
Logo
The main visual identifier of the brand. It can include a wordmark, symbol, or both.
Wordmark
A logo made primarily from the brand name using custom or selected typography.
Logomark
A standalone symbol or icon used to represent the brand without the full name.
Monogram
A mark created from one or more initials.
Color palette