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brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

brand model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works...

monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

vision

A statement describing the future an organisation aims to create or contribute to. An effective vision statement gives long-term direction and helps people understand what the organisation...

brand touchpoints

Any point where the customer comes into contact with the brand, offering an opportunity to influence their perception/behaviour. Examples include POS, help desks, websites, social media and...