I wondered whether writing about terminology still makes sense in a time when information is so easily accessible. While we have almost unlimited access to knowledge, time is often limited. So perhaps gathering the most important terms we use in conversations about branding might be valuable to some. At least, that’s my hope.

First, it’s essential to mention that the language of design, advertising, and content is constantly evolving. Terms gain new meanings, and some fall out of use. In this post, I’ll attempt to briefly describe the terms we most frequently encounter that can often be confusing or unclear. Today, we’ll focus on terms related to branding, identity, and brand guidelines.

Branding

This term causes the most confusion, as it’s often associated with a logo or visual identity. However, branding is a process—the shaping of a brand’s identity and positive image. It involves graphic, symbolic, and textual elements to create a strong, recognizable brand. Branding encompasses cohesive communication, which includes selecting a brand name, slogan, designing the logo with a full visual identity system, as well as creating the website, social media communication, and newsletters. Additionally, and perhaps most importantly, branding also involves internal efforts within the organization to define the brand’s archetype and develop communication and marketing strategies.

Brand Identity (also known as CI, Corporate Identity)

These are the core elements that ensure a brand’s recognizability and positive differentiation in the market, while also representing how we want the brand to be perceived. Visual identity is critical—it can determine, within the first few seconds of contact, whether the brand is seen as trustworthy, valuable, and engaging. It should be based on a deep analysis of the target audience, align with brand strategy, and integrate into the branding process. Visual identity can be described as a set of tools used across various touchpoints between the brand and the audience. It can consist of numerous elements used differently depending on circumstances and business context, and is often documented in logo guidelines, visual identity manuals, or a brand book (more on these in a moment).

A brand identity system may include:

• Logo
• Typography
• Color palette
• Business stationery
• Website and social media design
• Merchandise, packaging, trade show booths
  
  

Logo Guidelines 

This refers specifically to the logo—its construction, usage rules, and how it should be applied across different backgrounds and colors (the do’s and don’ts). In theory, this guide ensures that the logo is used correctly across all platforms.

Visual Identity Manual 

This manual can be basic or comprehensive. The basic version expands on the logo guidelines by including typography, color palette, iconography, and the key visual (explained later). The comprehensive manual extends to cover printed and exhibition materials and provides guidelines for preparing all marketing assets, ensuring visual consistency for the brand.

Brand Book 

The brand book is the most extensive set of instructions regarding the brand. In addition to visual elements, a brand book should include strategic and communication guidelines, defining what the brand is, its origins, values, and history. It outlines how the brand communicates—whether the tone is casual or formal, and whether it uses humor or is more serious. The brand book covers all aspects of branding, which is why it’s sometimes referred to as the brand identity guide.

Key Visual

The key visual ensures visual consistency for the brand. It is the central graphic theme that reflects the company’s direction, values, and identity. It should be recognizable, memorable, and strongly associated with the brand—easy for audiences to recall and identify. It must also align with the logo both aesthetically and symbolically. In simpler terms, the key visual is a specific pattern or theme—shapes, colors, typography—that distinguishes the brand across various materials and media. Ideally, it is supported by instructions that make it easy to use across different media, including guidelines for photos, texts, illustrations, and more.

Conclusion

Writing this post made me realize how difficult it can be to maintain clarity in everyday discussions about branding. Certain terms are used interchangeably—sometimes people say „brand book” when they actually mean „logo guidelines”… it’s not easy. This post only scratches the surface, but I hope it helps to clear up some of the confusion that might arise before a conversation with a „creative.”