Definition | Meaning:
- The space in which a brand is featured.
Category Archives: Branding Glossary
brand
Definition | Meaning:
- A commercial expression of culture.
wordmark
Definition | Meaning
- The stylized typographic treatment of a brand name.
Compare | See
- brandmark
- logo
- mark
visual identity
Definition | Meaning
- The visual components of a brand identity, including its brandmark, color palette, and imagery.
- The visual personality of a brand.
Compare | See
- brand identity
- verbal identity
verbal identity
Definition | Meaning
- The verbal components of a brand identity, including its brand messages, brand name, category descriptor, brand line, brand copy, and tone of voice.
- The verbal personality of a brand.
Compare | See
- brand identity
- visual identity
typography
Definition | Meaning
- A brand’s characteristic style of type or proprietary font.
Example | Illustration
- The classic Coca-Cola wordmark
taboo word
Definition | Meaning
- A name or word to be avoided because it is sacred, politically incorrect, vulgar, or otherwise inappropriate.
Etymology | Origin
- Tongan tabu ‘prohibited’
slogan
Definition | Meaning:
- A catch phrase typically developed in support of a short-term advertising campaign rather than a longer-term brand-building program.
Example | Illustration:
- ‘Must See TV’ was a slogan of NBC in the 1990s.
Compare | See:
- catch phrase
- strap line
- tag line
- brand line
slang
Definition | Meaning:
- The non-standard vocabulary of a given culture or sub-culture, typically consisting of coinages and figures of speech.
service brand
Definition | Meaning
- A brand associated with a service or family of services.