Brand vocabulary
Vocabulary
Positioning, identity, voice, naming, and brand worlds.
Juan M. Cornejo
Notes, no. 03
Positioning, identity, voice, naming, and brand worlds. The terms that move discovery into a system that survives iteration.
1Brand vocabulary
Part 01
"Logo" is an umbrella. These are the specific forms, and they're not interchangeable.
A brand board with each part kept separate. The symbol also stands beside the name as a lockup, and either works alone.
"Logo" is an umbrella. These are the specific forms, and they're not interchangeable.
The brand name set in distinctive type, with no separate symbol. Think Google, Coca-Cola.
Initials only, usually for long names. IBM, HBO, NASA.
A pictorial or abstract symbol that stands alone, Apple, Nike, Twitter bird.
Symbol + wordmark designed to sit together. Most flexible, parts can be used alone.
Name locked inside a shape/badge, Starbucks, Harley-Davidson, sports crests.
A character that personifies the brand, Duo the owl, the Michelin Man.
The fixed, approved arrangement of logo elements (spacing, alignment) that shouldn't be rearranged.
The tiny version for browser tabs and home screens, usually the symbol or monogram.
Part 02
The usage rules that keep a logo legible and consistent everywhere.
The usage rules that keep a logo legible and consistent everywhere.
The protected margin around the logo that nothing else may enter.
The smallest the logo can appear and still be legible.
Simplified variants for small spaces, full lockup → symbol → monogram.
Approved full-color, mono (black/white), and reversed (knockout) versions.
Explicit examples of what not to do, stretch, recolor, add effects, rotate.
The icon's bounding proportions so it sits correctly in app stores and avatars.
Part 03
A brand palette is a system with roles, not just a set of nice colors.
A palette, a name and a mark on one grid.
A brand palette is a system with roles, not just a set of nice colors.
The dominant, signature brand color used most and most recognizably.
Supporting colors that extend the system for variety and hierarchy.
A pop color used sparingly for emphasis, buttons, highlights, links.
The grays/off-whites for text, backgrounds, and surfaces.
Lighter and darker steps of a hue for states and depth.
A signature color blend that becomes part of the brand's look.
The emotional associations a palette signals, warmth, trust, luxury, energy.
Exact values per medium: HEX/RGB for screen, CMYK/Pantone for print.
Part 04
Type carries as much brand personality as color. Name the roles.
Type carries as much brand personality as color. Name the roles.
The primary font that expresses the brand's character across everything.
A characterful font for large sizes, headlines, posters, hero text.
A highly legible font for running text and UI.
A deliberate combination of display + body that contrast yet harmonize.
The defined set of sizes/weights for H1, H2, body, caption.
Whether fonts are free (Google) or licensed, plus a fallback stack.
Part 05
The supporting kit that makes a brand recognizable beyond the logo.
The supporting kit that makes a brand recognizable beyond the logo.
A repeatable graphic used as a background or fill, derived from the logo or motif.
A tactile surface quality, grain, paper, noise, gradient mesh.
A consistent icon style (stroke weight, corners) that matches the brand.
Rules for photography/illustration, subject, lighting, mood, treatment.
A recurring shape or visual signature (a swoosh, a corner cut, a dot).
The underlying grid that gives all layouts a consistent rhythm.
Part 06
The thinking words. (For the full set, see the Claude-for-Branding tips sheet.)
The thinking words. (For the full set, see the Claude-for-Branding tips sheet.)
How the brand is differentiated and slotted in the customer's mind vs alternatives.
The clear benefit you offer, in the customer's terms.
A personality pattern (Sage, Hero, Rebel…) giving the brand consistent character.
A short, memorable line capturing the brand promise.
The consistent personality of the brand's writing, defined by adjectives.
The 3 to 5 core attributes everything ladders up to.
Part 07
Where the brand actually lives. Naming the surface gets you the right deliverable.
Where the brand actually lives. Naming the surface gets you the right deliverable.
Business cards, letterhead, envelopes, the classic identity suite.
Marketing materials: decks, brochures, one-pagers, flyers.
Physical product packaging, boxes, labels, bags.
Reusable post/story layouts that keep social on-brand.
The brand shown on a realistic surface (phone, signage, tote) to test it in context.
The master document with all rules: logo, color, type, voice, do/don'ts.
Elsewhere
another notebook Web design vocabulary
Research vocabulary
Web design vocabulary