Design & Branding Glossary
Foundational concepts and technical terms in brand identity construction, layout grids, and design guidelines explained simply.
B
Brand Architecture
The structural system that defines how a parent company organizes, builds relationships between, and titles its brands, products, or services.
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Clear Space
The mandatory breathing room or safety zone surrounding a logo, kept free of text, images, or other graphic elements.
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Golden Ratio
A mathematical ratio of approximately 1.618 (Phi) that represents perfect structural proportion and is used to construct balanced curves in design.
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A structural framework of intersecting vertical, horizontal, or diagonal guides used to align shapes, control typography, and govern layouts.
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Logo Lockup
The specific, formalized arrangement of a brand symbol, wordmark, and optional tagline into a single cohesive asset.
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Visual Identity
The sensory assets of a brand, including its logo, typography, color palette, image styles, layouts, and guidelines that translate strategy into design.
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