Terminology Breakdown - What Does it All Mean?

Terminology Breakdown - What Does it All Mean?

Feeling overwhelmed by design jargon? Don’t worry! We’ve summarized all of the deliverables included in our brand design packages to help you identify your brand needs and make sure you feel comfortable with what you’ll be receiving from us. In addition to the summary below we’ll build you a custom brand guide that will lay out all of your brand assets as well as rules for use.


The logo for your brand serves as the most complete visual representation of your brand - typically encompassing the icon and the wordmark together (don’t worry, we’ll explain those next). You will receive the logo in multiple formats so you have all possible applications covered - full color, one color, all black, and all white. Think of this mark as your go-to for anything that represents your brand.


The wordmark is the portion of the logo (or sometimes fully separate from the logo) that contains only the written portion of your brand name. In some cases, the wordmark might be the full logo for the brand, and that’s okay! For example, on our website, we use the wordmark for CMND Design as the main brand mark. This mark will also be provided to you in multiple formats.


The icon for a brand is usually the graphic shape or element that is used to represent the brand without words - a great example of this is the Apple icon. Often times the name Apple (wordmark) doesn’t accompany the Apple icon - icons can live successfully on their own but can be made stronger by the wordmark.


In addition to the logo, wordmark, and icon, a submark can be created to serve as a second icon of sorts - this is beneficial to a brand for a few reasons - this mark can add variation and detail to the visual brand while also potentially conveying another aspect of the brand that the logo, icon. or wordmark don’t capture. This can be used as you would use an icon - on it’s own or supported by other brand elements.


A custom pattern reflecting the overall brand personality can be a very effective way to unify the brand across various applications and platforms. Having a pattern in your brand toolkit is also a great way to add texture, visual detail, and energy.


Your brand will have its own curated color palette, often consisting of 3-5 main colors as well as supporting colors. Keeping your brand within this color palette will help keep things consistent and ensure that your brand is reflected in an authentic and meaningful way. Not to mention having a go-to set of colors will make everything easier down the road - whether for paint colors in an interior space, merchandise or clothing, new signage, car wraps, you name it!


Similar to having a custom brand color palette - we will curate specific fonts that reflect your brand personality and should be used on all brand applications. Usage and examples of your brand fonts will be detailed in your brand guide.