Graphic Design, Brand & Identity

Here you will find terms from design work: brand identity and logo, colour and typography as a system, layout and grids, file and colour formats, image rights and licences, and how to handle AI-generated images. For everyone who has to commission and judge design work without designing themselves.

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Brand Colours (Colour Palette) Brand colours are a company's defined colour palette, usually a primary colour, one or two secondary colours, an accent …
Brand Guidelines Brand guidelines are the rulebook governing how a company's visual identity is applied: logo variants and clear space, …
Brand Identity Brand identity is how a company defines itself: what it stands for, whom it serves, how it speaks and how it looks. It …

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Font Licensing A font licence is the agreement that permits a company to use a typeface. It regulates separately whether the font may …

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Logo & Trade Mark Device A logo is the graphic identifier of a company, typically consisting of a wordmark (the styled name), a symbol, or a …

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OKLCH (Web Colour Notation) OKLCH is a way of writing colours in CSS that describes a colour by perceived lightness, chroma and hue angle instead …

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Type System (Typographic Hierarchy) A type system defines which typefaces a company uses and in what graded sizes, weights, line heights and spacing they …