Brand Terms
(glossary)

Brand identity and design includes a range of words and phrases you may not be familiar with. Please ask if there’s ever anything you’d like to know. In the meantime, here’s the definition of some of the expressions you’ll see most often.

CMYK – this stands for the colours Cyan, Magenta, Yellow, Black. The terminology is used when it comes to printing brand materials. CMYK is the most cost-effective way to print materials as it means they can be digitally printed.

Pantone – this is a brand that creates solid ink colours for print – you may have seen their colour range displayed on the mugs and notebooks they create to market themselves? Pantone colours are a great tool for creating your brand colour palette and weighing up its tones and shades. However, it is quite expensive to print using this method.

RGB – this stands for the colours Red, Green, Blue. It describes the colour mix used to create your brand identity online, including your logo and imagery for example.

Jpg – this is a pixel-based file type often used for imagery and logos. When it’s used for your logo, please keep in mind your logo will have a white background (unless you choose otherwise).

Png – this is a small, pixel-based file type used for online imagery and logos. When it’s used for your logo, it will have a transparent background.

Ai/eps – this is a vector-based file type traditionally used by designers, as you need Adobe creative software to open the files. They are often used for creating signage and large scale marketing pieces, as images/logos can be blown up to extra-large sizes.

Brand book – a guidance document which sets out how to use your new brand identity cohesively and consistently. It is designed for you, your team and your creative supplier partners to use, both now and in the future. 

Copywriting/copyediting/proofreading – we can all write but working with a professional writer to enhance your copy can help you make sure your brand tone of voice shines through and that every word is crafted and checked for typos, spelling and grammar etc. We can help you write from scratch or edit your existing copy.

Content creation – this refers to the content you share with your audiences to inform, inspire and connect with them, both online and in print. It is often used to mean written content such as blogs, news stories and features, but can also include video, audio and social media for example. We can help you create both content and content journeys, in line with your brand.