Corporate Identity Glossary

Corporate Identity Glossary
Logos, corporate identity and branding defined

It's easy to get lost in designer jargon about corporate identity and branding. Here is a brief glossary to get you up to speed.

Term	Definition
Brand	A brand consists of the values, both emotional and psychological, that a consumer associates with a company and/or its product/service.
Branding	The process of creating a brand.
Brand Awareness	A measurement of how aware a consumer is of a particular brand.
Brand Equity	The financial measurement of a brand by its owner(s).
CMYK	Cyan, Magenta, Yellow and Black are colours used by professional printers to create paper based work. Using all 4 colours in a print job is often called full colour processing.
Corporate Identity	The consistent image created by a company's offline and online communications. This image usually consists of: consistent use of specified colours, typefaces, graphics, layout and logo.
Logo	A logo is a graphical, illustrative or typographical representation of a company's identity.
Resolution	Low Resolution 72 ppi (pixels per inch) - is Web site resolution and refers to the resolution on a monitor. It's often referred to as 72dpi (dot per inch). This is incorrect because dpi represents printed dots on a page. High Resolution High Resolution 300 ppi (pixels per inch) - represents high quality printing resolution. Most print artwork is prepared at 300ppi.
RGB	Most monitors have a red, blue and green phosphorous tube which can create 16.7 million colours. We use RGB colour for Web work because it's viewed on the screen.
Serif Fonts	A serif is a small decorative finishing stroke added as an embellishment to the basic form of a character. Serif fonts are typically proportionately-spaced and often display a greater variation between thick and thin strokes than sans-serif typefaces. Two common serif typefaces are Times Roman and Palantino. Other serif typefaces include Garamond and Georgia.
Sans Serif Fonts	Refers to typefaces that do not have serifs. Common sans serif typefaces include Arial, Helvetica, Verdana, Trebuchet, Futura and Gill Sans.
Spot colours	Spot colours are often used for business stationery because they are colour accurate. You can be assured of getting the same colours on your business cards, letterhead and brochures. Running 2 spot colours on a printing press is also much cheaper than running 4 colours. A spot colour is often chosen from a Pantone swatch book.

Further Info
Branding
Corporate Identity
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