Brand Terminology

If you’re not deep into the nitty-gritty of visual brand identity, understanding some of the terminologies can be confusing. Even individuals and agencies will use these terms with different meanings. 

We at Kelp use the standard definitions of each of these industry terms to make it as simple to understand as possible. Here is the superficial list of terminology a client might hear us use in our communications. Just to keep things simple.

Brand Visual Identity Guide: Visual identity is how you shape perception and create an impression through the visible elements of your brand. A brand visual guide is a document that details a company’s visual identity. These guides set forth rules for official logo usage, font type and color, and typography. They may also include badges, or other supplementary graphics, and photography styling direction.

Brand Guide:
A brand guide is a document that details a company’s visual identity, along with rules and guidelines for any public-facing communication. Brand guides set forth rules for official logo usage, font type and color, typography, and tone, along with the brand’s mission statement, positioning, identity, and values.

Mood Board: Mood boards are physical or digital collages that arrange images, materials, text, and other design elements into a format that’s representative of the final design’s style. Mood boards can be used for creating brand designs, product designs, website designs, and pretty much any other type of design project.

Values: The Value’ (also called lightness or luminosity) of a color is a measure of how light or dark a color is while its hue is held constant. The lightness of an object depends on the reflectance of that object.

Design Brief: The brief outlines what problem a design will solve. It should be referred to throughout the project to make sure what you are working on will solve this problem.

Colorway: The scheme of two or more colors in which a design is available.

Marker 48 Brewery 6th Year Apparel Design
Marker 48 Brewery 6th Year Apparel Design | Orange

Assets: A catch-all term referring to all materials needed to successfully complete a project. In terms of web design and development, “assets” typically refer to text content, graphics, photographs, videos, audio files, and databases.

Ownable Piece: A design element that is specific to a brand. This element is a featured piece in any design it is implemented on.

Comprehensive Layout, Comps: In graphic design and advertising, a comprehensive layout or comprehensive, usually shortened to comp, is the page layout of a proposed design as initially presented by the designer to a client, showing the relative positions of text and illustrations before the final content of those elements has been decided upon.

A logomark is used to enhance brand identity and is an image or symbol used to represent a company. Logo marks do not usually have the company name attached and can give designers the opportunity to create a strong branding identity.

Logo Lockup: A logo lockup is a combination of both a logotype and a logomark. While both can effectively operate as separate logos, some appear to be “locked” together. … In a logomark, you get the benefits of both logotypes and logo marks.

Logo Lockup

Lockup: A lockup is a combination of multiple brand elements that “lock-up” to each other, meaning that they are presented as one unit with specified spacing and alignment.

Badge: Badge Logo Design is nothing but a symbol which companies use for the brand recognition process.

Illustrations are a visual way to portray an idea or tell a story or provide decoration.


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