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brand | |
Everything we do that communicates our personality and sets us apart
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brand mark | |
A unique way of identifying our organization using a logotype and symbol
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brand strategy | |
A way of defining a competitive advantage
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brand voice | |
The manner in which we present the key elements to create varying tones of voice, so as to communicate most effectively
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cap-height | |
The height of an uppercase letterform
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clear space | |
A defined area around the brand mark protecting it from unauthorized visual elements
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collateral grid | |
The overall system designed to help create and produce all printed material
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color palette | |
A collection of colors used to enhance the brand voice
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holding box | |
A box containing the brand mark and member typography
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initiative identifiers | |
A nomenclature system developed to provide the rules for position, size and typeface in relation to our brand mark
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key elements | |
The brand mark, clear space, minimum size, colors, typefaces and systems and how to use them
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logotype | |
The custom-drawn "Internet" letterforms that make up part of our brand mark
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minimum size | |
The smallest recommended use of the brand mark
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mission statement | |
A statement that clearly defines our goals
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pantone/PMS | |
A commercial color ink system used within the printing industry, often refered to as PMS color
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stationery system | |
All those bits of paper we use to communicate with our clients, partners and collegues — letterhead, business cards, envelopes, fax cover sheet, etc.
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typeface | |
A unique type design complete with the entire alphabet, numbers and punctuation. Also called a font.
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typography | |
The arrangement or composition of type within formats
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un-web | |
The other good stuff we need to print — posters, invites, hats, keychains etc.
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