Lessons in Lingo — Branding & Logos

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Graphic design dictionary.

Building or refreshing your brand is an exciting time, but it can also be quite overwhelming — especially when people are spitting terms that you haven’t heard before.  What the TIFF is a kerning?


Never fear! We have created the ultimate design jargon cheat sheets to get you worded up before getting into discussions about your brand goals.

Part one in our Lessons in Lingo series is all about branding and logos.

Of Note Designs - blog

The logic of logos


A logomark (or pictorial mark) is an image or symbol used to represent the company and enhances brand identity.


A logotype is the text in a logo. The name or initials of the company is designed in a visually unique way.


Logos can consist of a logomark, a logotype, or a combination of both. Usually, designers will present a client with all three alternatives to consider.

Logo File Types


This is the best image format to use if you are printing your logo in high quality as it ensures your logo remains crisp and clear. EPS format is used for large posters, billboards and signage.


PDFs are typically used for online documents as they can include buttons, links, forms and can be electronically signed. When printing a logo, this is the second best format to use.


For digital purposes, JPEGS are great as they retain clarity and have a small file size. JPEGs are less preferable for printing purposes as the quality decreases when the image is stretched.


PNGs are similar to JPEGS however they support images with transparent backgrounds, meaning you can have a logo file with a clear background. 


Icons are images used to represent an action, object or a brand. For example, a book icon could represent someone reading (action) or simply a book (object). In terms of a brand icon, this is usually an element of your Primary Logo used on its own. A brand icon is typically used as a social media profile image, favicon, or as a wax seal stamp.

Colour Palette

A selection of colours that should be utilised to represent your brand. Designers will choose a collection of colours that work harmoniously and reflect the tone of your brand.


Font refers to the design,  size and boldness of each letter and symbol of your text. Designers select fonts based on the personality, expression and character they wish to convey about the brand.

Style Guide

A style guide is like an instruction manual outlining how your brand should be represented. It specifies elements such as the typography, logos, colour palette and language that represents your brand.

We will be delving into more terminology related to colour, typography and graphics in future Lessons in Lingo. Stay tuned!

Read our second Lesson in Lingo – graphics & images here.

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