Design Terms

• Mood Board:

  A mood board is a visual representation of the direction your brand will take. It includes images, colors, and textures that set the tone for your design, helping to communicate the desired look and feel.

• Style Guide:

  A style guide is a document that outlines the visual standards for your brand. It includes rules for using your logo, colors, typography, and other design elements to ensure consistency across all brand materials.

• Typography:

  Typography involves selecting and arranging typefaces to convey your brand’s message. The right typography enhances readability and helps communicate your brand’s personality.

• Iconography:

  Iconography is the use of icons to visually represent concepts or actions. Effective iconography makes your brand more accessible and easier to navigate, enhancing user experience.

• Logotype:

  A logotype is a text-based logo that uniquely represents your brand’s name. It is custom-designed to ensure your brand name is easily recognizable and memorable.

• Collateral:

  Collateral design includes creating branded materials like business cards, flyers, and social media graphics. These materials support your brand’s communication efforts and help maintain a consistent visual identity.

• Environmental:

  Environmental design involves creating branded experiences in physical spaces. This includes signage, wall graphics, and trade show booths, ensuring your brand presence is impactful and cohesive in any setting.

Ad Terms

• Traditional Out of Home (OOH):

  Advertising offers wide visibility with its fixed, high-traffic placements, reinforcing brand recall through consistent exposure. Its static nature, however, limits flexibility and real-time interaction with audiences. OOH ads like billboards and bus stop posters don’t change; once they’re up, they stay the same until taken down.

• Digital Out of Home (DOOH):

  Advertising introduces a dynamic twist to traditional outdoor ads by offering the flexibility to change creative messaging throughout the day. This allows businesses to target specific audiences at optimal times, enhancing the ad’s relevance and impact. Unlike traditional OOH, digital outdoor advertising can adapt to audience preferences and behaviors, offering tailored content that resonates more effectively.