Branding and web design terms, in plain English

Above the fold is the part of a web page a visitor sees before scrolling.

A brand is what people think and feel when they hear a company’s name. It lives in the customer’s mind, not in the logo.

A brand archetype is one of twelve character types, such as the Hero or the Caregiver, used to give a brand a recognizable personality.

Brand architecture is how a company organizes its brands, products, and services, and how they relate to each other by name and design.

A brand audit is a review of how a brand looks, sounds, and performs today, compared with how it wants to be seen.

Brand equity is the extra value a product has because of its brand, beyond what it does.

Brand guidelines are the rules for using a brand’s identity: logo versions, colors, typography, and tone. They are also called a style guide.

Brand identity is everything you can see and hear from a brand: the logo, colors, typography, imagery, and tone of voice.

A brand name is the word or words a company is known by. A good one is easy to say, easy to spell, and distinct in its category.

Brand personality is the set of human traits a brand shows, such as playful, serious, bold, or calm.

Brand positioning is the place a brand wants to hold in the customer’s mind, relative to its competitors.

Brand purpose is the reason a company exists beyond making money: the contribution it wants to make.

A brand refresh updates an existing identity without replacing it: a cleaner logo, new colors, or better typography.

A brand story explains why a company exists and what changes for the customer, told as a narrative instead of a list of features.

Brand strategy is the plan for how a brand wins: who it is for, what it stands for, and how it differs from competitors.

Brand values are the three to five principles a company commits to in how it works and what it will not do.

Brand voice is the consistent way a brand writes and speaks: its word choice, humor, and level of formality.

Branding is the work of shaping how people see a company: its strategy, name, visual identity, and voice.

A call to action is the button or link that asks a visitor to take the next step, such as “Book a call”.

Clear space is the minimum empty area that must surround a logo, so other elements do not crowd it.

A CMS (content management system) lets a team add and edit website content, such as blog posts and case studies, without writing code.

A brand color palette is the fixed set of colors a brand uses, usually one or two main colors plus neutrals and an accent.

A favicon is the small icon shown in a browser tab, a bookmark, and search results next to a site’s name.

Framer is a visual website builder with a freeform canvas, built-in animation, a CMS, and hosting.

A landing page is a single page built for one audience and one action, such as booking a call or starting a trial.

A logo is the mark that identifies a brand: a symbol, a styled name, or both together.

Logo animation is a short motion sequence in which a logo draws, builds, or transforms. It is used in video, on websites, and in apps.

A lockup is a fixed arrangement of a logo’s parts, such as symbol and name, with set spacing and proportions.

A logomark is the symbol part of a logo, used with or without the brand’s name. It is also called a brand mark or icon.

A mockup is a realistic image of a design in use, such as a logo on a storefront or a website on a laptop screen.

A monogram is a logo built from one to three letters, usually the brand’s initials, combined into a single mark.

Motion graphics are animated design: moving type, shapes, and logos, used in video, social posts, and on websites.

Next.js is a code framework for building websites and web apps with React. Pages are written by a developer, not assembled in a visual builder.

A no-code builder lets you design and publish a website visually, without writing code. Framer and Webflow are examples.

A positioning statement is one or two internal sentences that say who the brand is for, what it offers, and why it is different.

A rebrand replaces a company’s identity, and often its positioning, with a new one. The name may or may not change.

Responsive design means a website’s layout adapts to the screen it is viewed on, from a phone to a wide monitor.

A tagline is a short phrase that sits with the brand name and sums up its promise or attitude.

A target audience is the specific group of people a brand is built to serve, defined by their needs and situation.

Brand typography is the choice of typefaces and the rules for using them: sizes, weights, and spacing for headings and text.

UX (user experience) design is the work of making a product or website easy and pleasant to use, from structure to wording.

A value proposition is a short statement of the benefit a customer gets and why it beats the alternatives.

A vector file stores a design as shapes and curves, so it can be scaled to any size without losing quality. Common formats are SVG, AI, EPS, and PDF.

Visual identity is the look of a brand: the logo, colors, typography, imagery, and layout style used together as a system.

Webflow is a visual website builder based on how HTML and CSS work, with a strong CMS and hosting.

A wireframe is a simple layout of a page, drawn without colors or final images, that shows what goes where.

A wordmark is a logo made only of the brand’s name, set in a distinctive typeface or custom lettering.