Terminology

Logo: A “memory shortcut” that reminds people about what your business stands for.

Secondary logo/submark: An alternate version of your logo, often formatted to fit a different shape. For example, your main logo might fit perfectly into a horizontal banner for your website, but if you need a square for your Instagram profile, your secondary logo might fit better

Branding: In simplest terms, branding is how people feel when they think about your business. Your branding starts with your “why,” and it shows up  in your logo, fonts, colors, writing, imagery and more. Creating a brand involves a whole system of research and strategy to develop a cohesive, unique aesthetic.

Brand Guide: All your brand elements laid out on one page so you can see how they all work together.

Mood Board: A collection of existing images, typography and design elements. I use a mood board at the beginning of the process to make sure we’re on the same page before any designing actually starts.

Brand Research: This is where we talk through your goals, values and inspiration to draw out your story. I research your industry and audience and start brainstorming your aesthetic.

Brand Strategy Document: Think of this as an instruction manual for your brand. I’ll put this together for you to summarize our research and explain how we’re going to uniquely position your business and make you stand out.

(normal people definitions for common design jargon)