Glossary

Baseline
In typography, the imaginary horizontal line upon which the main body of the letter sits. Rounded letters may actually dip slightly below the baseline to give optical balance.

Brand
The set of perceptions, beliefs, values, and emotions that are evoked by an organization.

Brand Attributes
Qualities and characteristics that best define a company or organization. These attributes collectively depict the brand personality.

Brand Identity
A suite of visual elements that graphically link a company or organization’s touchpoints and visually translate the brand positioning.

Brand Position
A set of core values and attributes that differentiate one company from another.

Brand Promise
A brand’s commitment to meet certain expectations for their audience and stakeholders.

Clear Zone
A specific zone surrounding the signature that is kept clear of any distracting imagery, typography or other elements that might hinder legibility.

Corporate Color
A color or palette of colors used predominantly to represent a company.

Designation
Text that gives additional or clarifying meaning; a distinctive name, subtext, title or appellation.

Logotype
The custom-rendered letters in a logo design.

Moniker
A personal name or nickname; can be attributed to organization titles and teams.

Negative Space
Areas of a layout that are deliberately left free of type, headlines, photos, shapes, etc., to create balance and visual relief.

PANTONE® (or PMS)
The registered trademark of PANTONE® Inc., a colormatching system used internationally to accurately communicate specific colors.

Positive Signature
When the signature appears darker in value than its background.

Reverse Signature
When the signature appears white or lighter in value than its background.

Sans Serif
A typestyle with no serifs and little contrast between thick and thin strokes.

Serif
A crossline or variation appearing at the ends of the main strokes of a type character.

Signature
The graphic combination of type and symbol that communicate a company’s name. Also commonly referred to as a logo.

Sub-Element
A brand identity element that is added to layouts to reinforce the brand position, personality, and attributes, and create a visual link across touchpoints.

Touchpoints
The interface of a product, a service or a brand with customers, non-customers, employees and other stakeholders. Examples: brochures, posters, trade show displays, advertisements, website.

Typeface
The letters, numbers and symbols that make up a type design. Individual typefaces are specified with a designation, such as italic, bold or condensed.