GFX 101 & BRANDING DICTIONARY
A La Carte — Individual services outside of a package deal service. This allows clients to be able to purchase services specific to a single need.
Audit — is the process of cataloging and analyzing all of the content on a business (but not limited to e.g personal branding), including its performance. Online businesses who publish content and pursue an ongoing content marketing strategy can optimize their benefits by analyzing strengths, weaknesses, and opportunities.
Brand Development — The strategic process of creating and distinguishing your company's image, products and services from your competitors. Development includes aligning your brand with your business objectives, communicating your brand to your target market and updating or strengthening your brand as necessary.
Brand Design — Brief The process of comprehensive outlining exactly what a brand is and isn't. It outlines the objectives, goals, values, and vision of your brand and should clearly communicate the direction, purpose, and positioning of your business as clearly as possible. This is not only important for a business owner personally but also for graphic designers, so that we are able to create based on your first hand knowledge of your brand.
Brand Kit — A single overview of your brands full identifiers. You refer back to this overview for important aspects to your brand such as the Color pallet, imagery that visually communicates your brand, all of your logos in one place, and your typography (fonts). A brand kits importance is to keep your brand organized, cohesive, and consistent when marketing. This is provided in pdf format so that it can have links attached, if need. Should you need to pitch your start-up company to an investor, this is an important file to have along with your business plan. While the ground work is important, captivating visuals are just as important.
Image Based Logo — You Logo is both image and text based (Primary logo should not just be an image)
Logo Development — Development of your businesses logo(s): Primary, Secondary, & Submark, are key when introducing your brand. Your logos should be unique, clear, and distinguishable amongst competitors.
Primary Logo — A primary logo is the main logo that your brand is known for. This logo can include but not limited to a tag line, an establishment date and maybe a founding location . Primary logos are mostly used for your website headers, formal documentation, or signage at your brick and mortar location.
Secondary Logo — A secondary logo is a variation of your primary logo with a slightly different layout. E.g. your logo is vertical and/or is image based, you would need a smaller, horizontal version for other marketing purposes such as packaging & stationery. The secondary logo is important when spacing is limited and your main logo is too big.
Submark — The Submark logo is a simplified version of your primary and secondary logo. Typically used for social media profile pictures (but not limited to), watermarks over your content, and/or footers on your website. It could be image based, text based, or both. This logo will be your most used logo for your brand next to your primary logo. This logo should be just as important in recognizing or setting apart your brand from others — like your primary logo.
Think about the brand Nike: Nike has the primary logo with just their name, a secondary logo including their tag line and then their sub logo with just their Nike symbol. We know them very well each logo, especially the primary and sub marks. Both can stand alone and still be recognized for who they are, what they stand for and what they are about.
Text Based Logo — Your logo is based on text ONLY. No pictures or details that aren’t words should be on a text based logo.