Brand · Reference
Brand vocabulary
Positioning, identity, voice, naming, and brand worlds. The terms that move discovery into a system that survives iteration.
"Logo" is an umbrella. These are the specific forms, and they're not interchangeable.
Description
"Logo" is an umbrella. These are the specific forms, and they're not interchangeable.
Terms
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.
EST
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.
The usage rules that keep a logo legible and consistent everywhere.
Description
The usage rules that keep a logo legible and consistent everywhere.
Terms
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.
A brand palette is a system with roles, not just a set of nice colors.
Description
A brand palette is a system with roles, not just a set of nice colors.
Terms
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.
energetic
The emotional associations a palette signals, warmth, trust, luxury, energy.
RGB · CMYK · Pantone
Exact values per medium: HEX/RGB for screen, CMYK/Pantone for print.
Type carries as much brand personality as color. Name the roles.
Description
Type carries as much brand personality as color. Name the roles.
Terms
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.
licensed · fallback
Whether fonts are free (Google) or licensed, plus a fallback stack.
The supporting kit that makes a brand recognizable beyond the logo.
Description
The supporting kit that makes a brand recognizable beyond the logo.
Terms
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.
The thinking words. (For the full set, see the Claude-for-Branding tips sheet.)
Description
The thinking words. (For the full set, see the Claude-for-Branding tips sheet.)
Terms
in their mind
How the brand is differentiated and slotted in the customer's mind vs alternatives.
concrete benefit
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.
confident
The consistent personality of the brand's writing, defined by adjectives.
The 3 to 5 core attributes everything ladders up to.
Where the brand actually lives. Naming the surface gets you the right deliverable.
Description
Where the brand actually lives. Naming the surface gets you the right deliverable.
Terms
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.