When it comes to choosing a branding strategist to help develop or evolve your brand identity, there’s a lot to consider. At Stand Creative, we think it’s best to start at the beginning. So, welcome to graphic design terminology 101. If we’re all pulling from the same dictionary, it’s going to help us stay on the same page. Read on for some of the basics you can expect to hear from us.


It’s how we tell your audience that you exist, and that yours is the brand they should be paying attention to and buying from.

Below the Fold

Now that we’re all so used to scrolling, this isn’t as much of a big deal as it used to be. But saying something is “below the fold” comes from days when newspapers reigned supreme. In the digital age, it refers to any information below the opening screen that a user will have to scroll to see.


Generally, editorial content on a website that is used to share interesting information  to create a wider following while also helping your search engine optimization (SEO, which we’ll get to later).


It’s what makes you, you. In a competitive set, it’s your brand that sets you apart. It’s a combination of words, graphics, goals and personality, it’s unique to you and it’s what we build. The brand is the emotional and/or visceral bond between consumer and company. And it’s what we build.

Brand Guidelines

Created by your design team, consider this your Bible. It creates usage do’s and don’ts for color, type, logo, language and can even get to a level where you dictate whether or not word contractions can be used. Guidelines are used to ensure that no matter who is creating materials for you, they will all be consistent with your established look, feel and personality.

Brand Identity

The use of visual cues like logo, packaging, color palette and type to make your brand stand out and be instantly recognizable.

Call to Action

This a short, declarative sentence that tells your consumers what you want them to do. They generally start with action verbs that clearly state what a consumer’s next move is: visit, call, act, etc.…


A Content Management System is a software application, or set of related programs, that house your digital content.


Not a lawyer. No, the copywriter is the words to the designer or art director’s pictures. They’re here to craft your voice and get your message out clearly and in an interesting fashion. And, if you have an existing voice, a good copywriter can pick it right up.

Creative Brief

The document that helps your creative team get laser-focused about every project we tackle on your behalf. It outlines goals, barriers, what we want our audience to think, feel and do. And it is considered the holy grail by your creative team. The better the brief, the better the work. It’s that simple.


Good design should clearly communicate your services in an easily digestible way. Great design seamlessly adds your business identity, ideas, feelings, purpose and level of service into your marketing piece. At Stand, we do great design for products, packaging, banners, brochures, websites and everything in between.


This is your home online and also known as a URL. The best URLs are short, easy to remember, and, more importantly, easy to spell.


These are the typefaces used in your communications, and their respective weights. It’s critical, when establishing a brand identity, to deliberately and thoughtfully choose a select few fonts. Your designer is a massive asset in this process.

Graphic Design

Encompasses every visual element related to your brand or company. It is the art of great design and clear communication through visuals. This includes a combination of typography, illustration, photography, and other visual elements crafted and arranged uniquely for you.


A social media convention that automatically groups post that all share the same tag. The hashtag itself is the # sign followed by an uninterrupted (by spaces or characters) string of words.


The words, usually the first someone sees, that are designed to grab a consumer’s attention and draw them in. And it better be your copywriter’s wheelhouse.


This is the space between letters or characters. It can be loosened or tightened to adjust legibility in type, and it is also used to keep letters balanced.


The way in which graphics, text and other visual elements are organized within a prescribed space.


This is the vertical space between lines of type. Generally speaking, it should be set to 1.25 to 1.5 times the size of the font size to ensure legibility.


A symbol, design or stylized typeface of a word that represents your unique brand.


Marketing is what links consumers and brands. It is designed to position your brand as the solution to a consumer’s needs.

Mood Board

A collection of colors, images and words designed to convey a feeling, or mood.


Search Engine Optimization utilizes key words and phrases in your website copy to improve your rankings when people are looking for the product or service you provide.


Often confused with a headline, the two a very different. Headlines change based on medium and project. Taglines, on the other hand, are the short summary that is always attached to your brand. Think, “Just do it.” Or, “Melts in your mouth, not in your hand.”


Similar to kerning, but tracking applies an even amount of space between characters.


This is the entire design set for a group of fonts. Each typeface in the set has a different weight from ultralight to black. They can also include oblique (italic) to condensed or wide. It provides more variety while using the same font.


The Unique Selling Proposition is the unique benefit of your brand.


This is the written and verbal equivalent of your brand identity. It’s your personality and can convey a lot about your brand and is crafted to speak to and inspire consumers.