The clarity of your communication is directly linked to the success of any collaboration.
This reference a is growing list full of definitions to common design and branding terms that may be obscure or vague.
The overall experience felt by a customer during any interaction with an organisation and the perceptions they are left with.
Brands are often built strategically by designing each touchpoint with the aim of defining a unique and consistent experience every time a customer should come in to contact with the organisation
/brand/ /ʌɪˈdɛntɪti/ noun
A visual representation of a brand.
Usually constructed around a unique icon, symbol or logotype. Used to visually display a brand in a recognisable and consistent way.
/brand/ /ˈstratɪdʒi/ noun
A plan of action based on the findings of a discovery session, used to help achieve company goals by influencing consumers preconception and expectations of the brand.
A document made up from a series of pages or slides used as a visual aid that can be used in coordination with an oral presentation
The process of examination used to better understand a brands role and position in its marketplace and gain insights into the ideal clients.
Discovery is essential in uncovering a brands strengths, weaknesses and what makes it valuable to prospective clients.
A 16x16 pixel icon associated with a website, usually displayed in the tab of the user’s browser or as part of a websites bookmark listing to aid in quick recognition.
The spacing between letters or characters in a piece of text.
Adjusting the space between letters or characters in a piece of text
The general term used to reference any unique mark or type used to identify a company or organisation.
A custom or edited typeface used to uniquely identify a company or organisation.
As known as a wordmark
An icon or symbol used to identify a brand without requiring the use of the brand name or any accompanying words.
Also known as a brandmark
The process used in business that aims to move and solidify a distinct position in the market for a brand to occupy.
The name for a set structural relationship found between the brand logo elements. This structure defines the position of elements that may include a logotype, a logomark and tagline.
a short, striking and memorable phrase that encapsulates the brands core values, personality and positioning while distinguishing it from any competitors.
From the old Scottish Gaelic ‘slaugh-ghaiirm’ meaning ‘war-cry’
Also known as a tagline, catchphrase or motto
A tool used to express and clarify the proposed visual language used in a design project.
Any point at which contact or interaction can occur between an organisation and it’s customers. A touchpoint can be physical (ie. a face to face interaction in a store) or digital (ie. a website or app).