Adam Snape
Brand Strategy & Identity Design


Jargon. Busted.

It’s a lack of clarity that creates chaos and frustration. Those emotions are poison to any living goal.
— Steve Maraboli

The clarity of your communication is directly linked to the success of any project or collaboration.

This reference is growing list of definitions to common design and branding terms.




/brand/ noun

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 Identity

/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 Strategy

/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.



/dɛk/ noun

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


/dɪˈskʌv(ə)ri/ noun

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.



/ˈfavɪkɒn,ˈfeɪvɪkɒn/ noun

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




/ˈlɒɡəʊ,ˈləʊɡəʊ/ noun

The general term used to reference any unique mark or type used to identify a company or organisation.


/ˈlɒɡə(ʊ)tʌɪp/ noun

A custom or edited typeface used to uniquely identify a company or organisation.

As known as a wordmark


/ˈlɒɡə(ʊ)mɑːk/ noun

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



/pəˈzɪʃ(ə)n/ verb

The process used in business that aims to move and solidify a distinct position in the market for a brand to occupy.




/ˈsɪɡnətʃə/ noun

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.


/ˈsləʊɡ(ə)n/ noun

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


/stʌɪlskeɪp/ noun

A tool used to express and clarify the proposed visual language used in a design project.




/ˈtʌtʃpɔɪnt/ noun

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).



Looking for more clarification?