Terms that are commonly used by brand designers

Welcome to a new blog on the most common used terms for brand designers! As a business owner, understanding the language and process of brand design can be beneficial when working with a designer or creating your own logo. In this blog, I will take a closer look at some of the most commonly used terms in the brand design industry. From typography to color palettes, I will break down the meaning and importance of each term, so you can have a better understanding of the logo design process. Whether you're a business owner looking to create a new logo or simply interested in learning more about the industry, this blog will provide valuable insights and information. So, let's dive in and explore the world of brand design!


  1. Primary logo:
    A primary logo is the main logo that represents a company or organization. It is often the most recognizable and memorable aspect of a company's visual identity. It is the main element that customers associate with the brand.

  2. Sublogos:
    Sublogos are variations of the primary logo, often used in different contexts or for different purposes. For example, a sublogo might be used for a specific product or service offered, like weddings for photographers for example.


  3. Text logo:
    A text logo, also known as a wordmark, is a logo that is made up of only text, usually the company's name. These logos rely heavily on the typography and are often used by businesses whose name itself is the brand.

  4. Brandmarks:
    These are small illustrations that can visually support  text, a service or product, you as a business owner or the general vibe of a visual branding.

  5. Typography:
    This term refers to the typeface or font used in a logo. Logo designers often experiment with different typography options to find the perfect font that aligns with the company's brand and message.

  6. Color Palette:
    The selection of colors used in a logo is referred to as the color palette. Choosing the right colors can have a significant impact on the way customers perceive a company, and logo designers often spend a lot of time experimenting with different color palettes to find the perfect combination.

  7. Brand Identity:
    Brand identity refers to the visual elements, such as the logo, color palette, typography, and imagery, that are used to represent a business or organization. It is the overall look and feel of a brand and how it is perceived by customers.

  8. Brand Voice:
    Brand voice refers to the personality and tone of a brand. It's the way a brand speaks and communicates with its audience. It's the way a brand sounds, the words it chooses to use and the way it speaks to its customers.

  9. Brand Personality:
    Brand personality refers to the human characteristics that a brand embodies. It's the way a brand behaves, the emotions it evokes, and the values it represents.

By having a better understanding of these terms, you'll be better equipped to communicate with your brand designer and make more informed decisions when it comes to creating and managing your own brand. I hope this blog has provided valuable insights and information, and that you now have a better understanding of the branding industry and the terms used in it. Thanks for reading!