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

Uppercase

Also known as caps, a type property that specifies that all letters in a body of text are capitalised.

Palette

A set of colors which can be used to create a particular visual effect. It is usually composed of multiple primary, secondary, and tertiary colours.

Close-Crop

Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.

Aspect Ratio

The ratio of a rectangle's width to its height. It is measured by dividing the shorter side length, here "w" or width, by the longer side length, "h" or height. The aspect ratio may be given as either a fraction or as a decimal.

Embossing

A decoration technique used primarily on paper, metal, and some plastics in which ink or another printing medium is pressed into the material's surface to create a three-dimensional effect.

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

PNG Image

A PNG (Portable Network Graphics) file is a bitmap image format that has been designed to store images with an alpha channel. This format is primarily used for transparency so that it can be placed over other graphics in many design applications.

Cool Colours

Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.

Mood board

A collage consisting of images, colours and text that is assembled to convey an idea or theme.

Letterpress

A printing press that uses movable type and punches to make impressions on paper.

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