Brand Principles
The extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.
What is awareness?
The foremost graphic representation of a brand or business.
What is a primary logo?
What are brand guidelines?
How well consumers can identify a brand by its visual and auditory cues, such as its logo, packaging, tagline, or jingle, without seeing its name.
What is brand recognition?
An alternate brand representation used for different layouts and applications.
What is a secondary logo?
Custom illustrations that represent specific concepts or services for a business or brand.
What are brand icons?
The practice of ensuring that a company's visual appearance and messaging are consistent across all media and outputs.
An icon or small graphic that can substitute a brand's logo in specific use cases such as social media profile images, etc.
Custom illustrations or repeating graphics to be used as a secondary brand representation.
What are brand patterns?
Any time where there is interaction or communication between consumers and a brand, so not only in store or with staff but also on online, social media, or advertising.
What are brand touchpoints?
The different shades and hues that are consistently used together to represent a brand.
What is a brand color palette?
Instructions and style cues for how a brand should use photos and images to represent their business.
What are photography guidelines?
A comprehensive plan for how a brand presents itself to its customers and potential customers.
What is brand strategy?
A brand asset dedicated to the intentional styling of headlines and large bodies of text.
What is a brand font?
The specific way a company communicates with its audience, encompassing the choice of words, writing style, and emotional tone used to convey its brand personality and values.
What is tone of voice?