The A-Z of Design & Branding

Not sure what a vector file is? Wondering what makes a brand identity different from a logo? You’re not alone—and that’s exactly why we created this A-Z of design and branding terms.

At Rebus Design, we believe great design starts with clear communication. Whether you’re working with us on a logo, packaging, website, or anything in between, this handy guide breaks down the key terms you’ll hear along the way.

No jargon. No fluff. Just simple explanations to help you feel more confident and informed when talking about your brand and design choices.

Dive in and get to grips with the language of great design.

A

Above the Fold – The portion of a webpage visible without scrolling; crucial for key content and calls to action.

Art Direction – The creative process of guiding visual content across branding, print, and digital media to ensure consistency and impact.

Asset Library – A collection of brand elements like logos, icons, fonts, and imagery used to maintain cohesive design across all platforms.

B

Bleed – The extra area around a print design that allows for trimming, ensuring there are no white edges.

Brand Equity – The value of a brand based on consumer perception, recognition, and trust.

Brand Identity – The collection of visual elements—such as logo, colour palette, typography, and imagery—that represent a brand’s personality and values.

Brand Guidelines – A document outlining how a brand’s visual and messaging elements should be used to ensure consistency.

Brand Strategy – A long-term plan for building a strong, recognisable brand through positioning, messaging, and visuals.

C

Call to Action (CTA) – A button or message encouraging users to take an action (e.g., “Buy Now,” “Get a Quote”).

CMS (Content Management System) – A software platform (like WordPress or Webflow) for managing and publishing website content.

CMYK – The colour mode (Cyan, Magenta, Yellow, Key/Black) used for print design.

Contrast – The visual difference between elements, such as light and dark or bold and subtle, used to create visual interest and hierarchy.

D

Die Cut – A custom shape cut into printed materials, often used in packaging or brochures for unique presentation.

Digital Design – Creative design work that appears on digital platforms, including websites, social media, and email marketing.

E

EPS File – A scalable vector file format ideal for logos and print production.

Emblem – A logo where the brand name is enclosed within a symbol or icon (e.g., Harley-Davidson).

F

Flat Design – A minimalist design style that uses simple elements and avoids 3D effects.

Font Pairing – The strategic selection of complementary fonts to enhance readability and brand expression.

G

Grid System – A layout framework used in both print and web design to align content consistently.

H

Hex Code – A six-digit code used in web design to represent colours in HTML and CSS.

I

Iconography – The use of icons to visually communicate ideas, features, or brand values.

J

JPEG – A compressed image format suitable for web use, but not ideal for print due to quality loss.

K

Kerning – The adjustment of space between letters to improve visual balance in typography.

L

Logo Mark – A standalone symbol or icon that represents a brand without using text.

Logo Type – A logo that uses stylised text to spell out a brand name.

M

Mock-up – A visual prototype that simulates how a design will look in real-world settings (e.g., packaging, signage, websites).

Monogram – A type of logo made from a brand’s initials (e.g., IBM, NASA).

N

Negative Space – The empty space around or between design elements that helps create focus and readability.

O

Offset Printing – A high-quality printing method commonly used for large-volume print jobs.

P

Packaging Design – The creation of the exterior of a product, including structure, layout, branding, and visual appeal.

Pantone – A standardised colour matching system used in branding and print to ensure consistent colours.

Primary Packaging – The layer of packaging that directly encloses the product.

Print-Ready File – A final design file correctly formatted with bleed, crop marks, and resolution for commercial printing.

Proofing – Reviewing and approving a design before final print or publication.

Q

Quality Assurance (QA) – The process of reviewing design files to ensure accuracy before going live or to print.

R

Responsive Design – A web design approach that ensures content adapts seamlessly to different screen sizes and devices.

Raster Image – An image composed of pixels, such as JPEG or PNG, often used for photographs and web graphics.

RGB – The colour mode (Red, Green, Blue) used for digital screens.

S

Sans Serif – A typeface without small projecting features (serifs); clean and modern in appearance.

Secondary Packaging – The outer wrapping or box that holds the primary package.

Sustainable Packaging – Eco-friendly packaging designed to reduce environmental impact.

SVG – A vector image format used in web design for crisp graphics that scale without losing quality.

T

Template – A pre-designed layout used in web and print design to maintain consistency and speed up production.

Typography – The art of arranging type in a visually appealing and legible way.

Typography Hierarchy – The organisation of text to guide the reader’s eye (e.g., headings, subheadings, body text).

U

UI (User Interface) – The visual layout and interactive elements of a website or app.

Unboxing Experience – The visual and tactile elements that create a memorable moment when a customer opens a product.

UX (User Experience) – The overall experience a user has when interacting with a website or product, focused on ease of use and satisfaction.

V

Vector Graphic – An image based on mathematical paths, allowing it to scale infinitely without losing quality—ideal for logos and icons.

W

Web Hosting – The service that stores and delivers website content on the internet.

Wireframe – A simplified layout used in web design to plan content structure and functionality before full design begins.

Wordmark – A typographic logo using only the brand name in a stylised font (e.g., Google).

Z

Z-Pattern Layout – A web and print design layout that guides the viewer’s eyes in a Z-shaped path, improving readability and engagement.

If you’re ready to chat about your next design or branding project, get in touch on 07709 362139 or email info@rebusdesign.co.uk.