Glossary

 

BODY COPY

The main text in your design or publication e.g. written website content, brochure content and book content. This Glossary you are now reading, is body copy.

BRAND

A brand is all of the fine conceptual details that make up the company.

BRAND IDENTITY

From the logo, business cards and the tone of the written content, to the values and ethos a business encapsulates.

BRAND ASSETS

The resources that make up the distinctive appearance of a brand. Fonts, colours, animations – they all spark recognition of a brand and bringing them together creates a cohesive brand identity.

BRAND GUIDELINES

A guide demonstrating how brand standards are to be applied when executing campaigns.

BRANDMARK

A logo design where a symbol is used in place of the company name e.g. Apple. Brandmarks are commonly accompanied by a logotype, but not always.

BRIEF

A document detailing a project and instructions to those undertaking it. A good brief should be accurate, thorough and contain full details of your business e.g. tone of voice, target markets etc. If you need help writing a brief, simply visit our Procedures link for help.

CALL TO ACTION

A button or link on a web page that leads to an action e.g. ‘Register’, ‘Learn More’ or ‘Sign up’. A call to action is very important, if you have no call to action, you won’t know if your marketing efforts are working or not.

COPYWRITING

The creation of all written material in relation to your project. For example; web copy, blogs, adverts, brochures, social media and much much more. Copywriting includes full research of your business and any relevant topics, to ensure increased brand awareness and motivation to buy products and services.

FUNNEL (SALES AND MARKETING)

A series of steps in digital marketing that people must go through before purchasing a product or service.

GRAPHIC DESIGN

The art of combining text and graphics to effectively communicate your business message. Designed materials include logos, graphics, brochures, newsletters, posters, signs, and any other type of visual communication. Today’s graphic designers often use desktop publishing software and techniques to achieve their goals.

LANDING PAGE

The sole purpose of a Landing page is to make an Internet user take an action. It is also known as a destination page and is where customers arrive when they click to visit a site after their search.

LOGOTYPE

A logo where the name of the company is designed in a visual way e.g. Google, Ikea, Disney.

MARKETING

All activities that create awareness and interest in a company’s products or services and ensure that they are appealing to the target audience.

MEDIA STRATEGY

A plan of action that helps businesses reach their target audience and improve the overall conversion rate.

PALLETTE

The selection of colours that you choose to use for the design of your business.

PANTONE & COLOUR REFERENCES

The ‘Pantone Matching System’ (PMS) is a standardised system of colours for printing. Every Pantone shade is numbered, making it much easier for people to reference and identify exact the exact shades of colour used in their designs to ensure consistency.

CMYK ‘Cyan, Magenta, Yellow, Key (Black)’, is a colour model that is used for print purposes.

RGB or ‘Red, Green, Blue’ is a color model that is used for on-screen purposes.

PULL QUOTE

A short excerpt pulled from the main text and used as a visual element. The purpose is to help highlight important ideas and attract interest in the piece.

REBRANDING

When a brand owner decides to update or revise their brand based on internal or external circumstances. Rebranding is often necessary following a merger, acquisition, or if a business has outgrown its former identity.

STOCK PHOTO

A professionally shot photograph available online for licensing. Stock photos are usually used in lieu of hiring a photographer, or if a designer cannot access the images they need from their own inventory of photographs.

TYPOGRAPHY

The artistic arrangement of type in a readable and visually appealing way. Typography usually involves the design and use of various typefaces to better visually communicate ideas.

WEB DESIGN

The varied skills utilised in order to create and maintain a website. Web design is a varied concept, involving the use of coding, SEO optimisation and graphic design.