Design jargon decoded



A text-only logo; the typographic treatment of the brand name which can be simple and clean, or stylised (think Jo Malone, Google and Coca Cola)


A text based logo; showcased as acronyms and initials. Rather than including the whole brand or company name, the lettermark illustrates a shortened visual monogram or anagram (think MAC, IBM or  DKNY)

Logo icon

A pictoral logo; an icon or simple image or abstract shape that becomes synonymus with the brand (think the Apple, Twitter, Adidas or Chanel)


An element pulled from, or visually similar but simplified variation of the original logo that can easily showcase a simple and condensed design at a smaller size (think favicons,  profile pictures or watermarks)

Alternate logo

A slight variation of the main logo for greater flexibility in the logo application;  generally either a horizontal or centre aligned variant of the main logo, depending on the original design.


A curated collection of colours, images and textures that set the tone for the brand ‘mood’ or ‘look and feel’, generally created from a Pinterest board and based off your questionnaire answers. They do not include your final brand elements. They are, however, a great way to agree upon the creative direction and ensure we have a solid foundation and an authentic look for the unique brand elements I will create for you.

Brand Board 

A one-page PDF with an overview of all your brand elements, including final colours, fonts, logo variations, design elements such as patterns and icons, and image inspiration.

Brand Guideline (aka styleguide)

A multi page PDF including the same elements as the brand board with the addition of specific instructions on how to use your graphics (logo minimum size, clear space, intended application of each element across various media), a key tool to ensure your brand elements are applied consistently and helpful when supplying your assets to anyone using your brand.

Visual Identity

More than just your logo. It’s every piece that visually represents your brand — your logo, stationery, marketing materials, website and social media. It tells your audience who you are, what you do, what you stand for, and what to expect from you at a glance.  


Your brand goes much deeper than just a ‘pretty face’. It’s who your are — your underlying personality, everything you say and do, your core offering and value. Your clients’ perception of your brand is shaped by everything they see, hear and experience when they interact with your business. 



Keen to start your design journey? 

Whether you are starting a new project  or interested in refreshing your current brand, contact me for unique design solutions that make you stand out.