Brand Identity

The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.

More terms you might want to know

Storyboard

A graphical representation of a scenario, usually created and presented in sequence.

Character

A letter, symbol, or another alphabet unit.

Warm Colours

Colours on the same side of the colour wheel as red, such as pink, orange and yellow.

Vector Graphics

Vector graphics are made up of two sets of points: control points (which determine shape) and anchor points (determining length). Anchor points attach geometry to form a shape like a ball or a heart.

Tittle

The typographic term for the dot above the letters 'i' and 'j'.

Contrast

Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.

Printer's Proof

A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.

Hue

A colour that appears to be pure and lacks any lightness (or tone) or saturation.

Fishbone Diagram

Also known as an Ishikawa diagram, is a widely used technique in project management. The diagram provides a means of evaluating the cause-and-effect relationship between the various activities necessary for completing a project by visualising all activities in the project as bones that interconnect on an anterior and posterior spine, with causality flowing from one to another.

Abstract Mark

An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.

Problem?

Got a suggestion or found an issue with the glossary?
Let me know!