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 collaboration.

This reference a is growing list full of definitions to common design and branding terms that may be obscure or vague.




/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?