Better Product Glossary

Understand key digital product terminology to learn what it takes to design, build, market, and sell better product.

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Brand: A brand is a set of distinctive perceptions, ideas, and feelings that people have about your company and your digital product. These are formed through experiences with the business, your product’s user interface, advertisements, word of mouth, and many more avenues.

Brand Guide: A comprehensive guide that documents all elements of a company’s brand identity and demonstrates how they’re used to ensure consistency and clarity throughout the organization.

Brand Identity: A family of key, enduring visual elements that express the values and uniqueness of the business.

Branding: The actions a company takes to shape the way people think about it.

Color Palette: The set of colors identified to represent your business that will be used consistently across all external-facing materials.

Lockup: When a logo has multiple elements, such as an icon and a wordmark, a lockup is the exact arrangement of those elements or the relationship between them in a logo.

Logo: Also known as a mark or an icon, your logo is the visual identifier for the company or product in its simplest form.

Product Brand: Product branding is the process of creating the distinctive perceptions, ideas and feelings that people have about your digital product. Your product’s brand is made up of all visual components that represent your company in the market.

Rebrand: When a new company name, brand identity, or visual language is created for an established company to change the way people think about it.

Splash Page: A single-page website, often no longer than the height of a computer screen. Your splash page is supposed to act as a placeholder for a full product site in order to establish credibility while your product or company is still in the early stages.

Typography: The way typefaces (aka fonts) are used to express the values of your business.

Visual Language: The unique “alphabet” of design elements—such as shape, color, materials, photography, illustration, typography and composition—which directly and subliminally communicate a company’s values and personality through compelling imagery and design style.

Wordmark: A wordmark is a type of logo. It identifies the company or product with a text-only treatment of its name, often with distinctive characteristics.