# Brand vocabulary

> Brand is a system. Talk about it like one.

Positioning, identity, voice, naming, and brand worlds. The terms that move discovery into a system that survives iteration.

Source: https://www.juanmnl.com/notes/brand-vocabulary.html

## Logos & Marks

"Logo" is an umbrella. These are the specific forms, and they're not interchangeable.

### Wordmark / logotype

The brand name set in distinctive type, with no separate symbol. Think Google, Coca-Cola.

Say: "Design a clean wordmark, lowercase."

### Lettermark / monogram

Initials only, usually for long names. IBM, HBO, NASA.

Say: "Make a lettermark from the initials in a rounded square."

### Brandmark / symbol · icon

A pictorial or abstract symbol that stands alone, Apple, Nike, Twitter bird.

Say: "Create an abstract symbol that works without the name."

### Combination mark

Symbol + wordmark designed to sit together. Most flexible, parts can be used alone.

Say: "A combination mark: symbol left, wordmark right."

### Emblem

Name locked inside a shape/badge, Starbucks, Harley-Davidson, sports crests.

Say: "Make it an emblem inside a circular badge."

### Mascot

A character that personifies the brand, Duo the owl, the Michelin Man.

Say: "Design a friendly mascot for the brand."

### Lockup

The fixed, approved arrangement of logo elements (spacing, alignment) that shouldn't be rearranged.

Say: "Give me the horizontal and stacked lockups."

### Favicon / app icon

The tiny version for browser tabs and home screens, usually the symbol or monogram.

Say: "Provide a favicon version that reads at 16px."


## Logo Mechanics

The usage rules that keep a logo legible and consistent everywhere.

### Clear space / exclusion zone

The protected margin around the logo that nothing else may enter.

Say: "Define clear space as the height of the 'n'."

### Minimum size

The smallest the logo can appear and still be legible.

Say: "Set a minimum size of 24px tall for digital."

### Responsive logo

Simplified variants for small spaces, full lockup → symbol → monogram.

Say: "Make a responsive logo system that scales down to just the symbol."

### Color variants

Approved full-color, mono (black/white), and reversed (knockout) versions.

Say: "Provide full-color, one-color, and reversed versions."

### Misuse / don'ts

Explicit examples of what not to do, stretch, recolor, add effects, rotate.

Say: "Add a 'logo misuse' page with don't examples."

### Safe area / aspect

The icon's bounding proportions so it sits correctly in app stores and avatars.

Say: "Keep the app icon within the safe area, 1:1."


## Color

A brand palette is a system with roles, not just a set of nice colors.

### Primary color

The dominant, signature brand color used most and most recognizably.

Say: "Pick one primary brand color."

### Secondary palette

Supporting colors that extend the system for variety and hierarchy.

Say: "Add two secondary colors that pair with the primary."

### Accent

A pop color used sparingly for emphasis, buttons, highlights, links.

Say: "Use a bright accent only for CTAs."

### Neutrals

The grays/off-whites for text, backgrounds, and surfaces.

Say: "Build a neutral ramp for text and backgrounds."

### Tints & shades

Lighter and darker steps of a hue for states and depth.

Say: "Generate tints and shades of the primary."

### Gradient

A signature color blend that becomes part of the brand's look.

Say: "Create a brand gradient from primary to accent."

### Color meaning

The emotional associations a palette signals, warmth, trust, luxury, energy.

Say: "Pick colors that feel warm and trustworthy."

### Color codes

Exact values per medium: HEX/RGB for screen, CMYK/Pantone for print.

Say: "Spec each color in HEX, RGB, and Pantone."


## Typography

Type carries as much brand personality as color. Name the roles.

### Brand typeface

The primary font that expresses the brand's character across everything.

Say: "Recommend a brand typeface that feels modern but warm."

### Display / headline face

A characterful font for large sizes, headlines, posters, hero text.

Say: "Use a bold display face for headlines."

### Body / text face

A highly legible font for running text and UI.

Say: "Pair it with a clean, readable body font."

### Type pairing

A deliberate combination of display + body that contrast yet harmonize.

Say: "Suggest a display + body pairing and explain why they work."

### Type scale / hierarchy

The defined set of sizes/weights for H1, H2, body, caption.

Say: "Define a type scale for the brand."

### Web / licensed fonts

Whether fonts are free (Google) or licensed, plus a fallback stack.

Say: "Prefer a free Google Font with a system fallback."


## Visual Elements

The supporting kit that makes a brand recognizable beyond the logo.

### Pattern

A repeatable graphic used as a background or fill, derived from the logo or motif.

Say: "Create a brand pattern from the symbol."

### Texture

A tactile surface quality, grain, paper, noise, gradient mesh.

Say: "Add a subtle grain texture to backgrounds."

### Iconography

A consistent icon style (stroke weight, corners) that matches the brand.

Say: "Define an icon style: 2px stroke, rounded ends."

### Imagery / art direction

Rules for photography/illustration, subject, lighting, mood, treatment.

Say: "Set an art direction for photography: candid, warm light."

### Graphic device / motif

A recurring shape or visual signature (a swoosh, a corner cut, a dot).

Say: "Use a recurring arc as a graphic device."

### Grid / layout system

The underlying grid that gives all layouts a consistent rhythm.

Say: "Define a 12-column grid for brand layouts."


## Strategy Terms

The thinking words. (For the full set, see the Claude-for-Branding tips sheet.)

### Positioning

How the brand is differentiated and slotted in the customer's mind vs alternatives.

Say: "Write our positioning statement."

### Value proposition

The clear benefit you offer, in the customer's terms.

Say: "Draft a value prop focused on the outcome."

### Brand archetype

A personality pattern (Sage, Hero, Rebel…) giving the brand consistent character.

Say: "Which archetype fits us?"

### Tagline

A short, memorable line capturing the brand promise.

Say: "Give me 10 tagline options under 5 words."

### Brand voice

The consistent personality of the brand's writing, defined by adjectives.

Say: "Define our voice in 3 adjectives with examples."

### Brand pillars

The 3,5 core attributes everything ladders up to.

Say: "Propose four brand pillars."


## Applications

Where the brand actually lives. Naming the surface gets you the right deliverable.

### Stationery

Business cards, letterhead, envelopes, the classic identity suite.

Say: "Design business card and letterhead."

### Collateral

Marketing materials: decks, brochures, one-pagers, flyers.

Say: "Create a branded pitch deck template."

### Packaging

Physical product packaging, boxes, labels, bags.

Say: "Show the brand applied to product packaging."

### Social templates

Reusable post/story layouts that keep social on-brand.

Say: "Make Instagram post and story templates."

### Mockup

The brand shown on a realistic surface (phone, signage, tote) to test it in context.

Say: "Mock the logo up on a storefront sign."

### Brand guidelines

The master document with all rules: logo, color, type, voice, do/don'ts.

Say: "Compile everything into brand guidelines."