Masterclass
Learn about all of the key building blocks that make up an iconic brand.
What's a brand tagline?
A brand tagline is a memorable phrase that’s designed to share your brand’s unique value proposition. Brand taglines should be instantly recognizable ...
What is a brand purpose?
A brand purpose is the fundamental reason why a brand exists beyond making a profit. It is a statement or a belief that defines a brand's reason for b...
What is a brand story?
A brand story is a compelling narrative that inspires your audience about the challenges that your brand has set out to solve. Brand stories should be...
What are brand values?
Brand values are the beliefs that matter most to your brand and those that inspire your community. Brand values are usually developed from experiences...
What is a brand mission statement?
A brand mission statement defines your purpose and shares the direction that your brand lives by. Brand mission statements should describe how you pla...
What is a brand positioning statement?
A brand positioning statement illustrates what your brand does, who your brand targets as a customer and the benefits provided by your brand. Brand po...
What is a brand hashtag?
A brand hashtag is a hashtag that can be used on Twitter, LinkedIn and other social platforms that’s unique to your brand. Brand hashtags can be your ...
What is a brand keyword?
A brand keyword is a word or phrase that is directly associated with a particular brand or company. It is a term that customers or potential customers...
What is a brand tone of voice?
A brand tone of voice is how your brand communicates with your audience by using specific words and grammatical styles that personify your image. Bran...
What is brand copy style?
A brand copy style demonstrates how your content should be crafted to reinforce your brand image. Brand copy style should include a short example of c...
What is a brand logo?
A brand logo is a graphic element that visually represents your brand. Brand logos can be symbols, images or drawings that help improve your brand’s p...
What is a brand logo and tagline?
A brand logo and tagline is a visual combination of your primary brand logo and a short memorable phrase. It’s common to find a brand tagline either b...
What is a brand icon?
A brand icon, also known as an emblem, can be the same as your primary brand logo or an element from your primary brand logo. Brand icons like brand l...
What is a brand wordmark?
A brand wordmark is a visual representation of the brand’s name using a distinct font and color combination. Brand wordmarks can sometimes be used as ...
What is a brand subsidiary logo?
A brand subsidiary logo is usually any logo for a brand that is owned by a parent company. Brand subsidiary logos can either have the same style and t...
What is a brand alternative color lockup logo?
A brand alternative color lockup logo is usually a set of primary brand logos that are modified with different colors. Brand alternative color lockup ...
What is brand product photography?
Brand product photography are photos of your brand’s products that help explain what you’re offering. Brand product photography focuses mostly on the ...
What is brand lifestyle photography?
Brand lifestyle photography are action photos of your brand’s products that help explain how to use your product. Brand lifestyle photography focuses ...
What is brand background photography?
Brand background photography are scenes or patterns that can be used as backgrounds for laptop/smartphone wallpapers or photo shoots. Brand background...
What are brand primary colors?
Brand primary colors are one of the key elements to a brand’s identity and usually includes up to six colors that show off the brand’s personality and...
What are brand secondary colors?
Brand secondary colors complement the brand primary colors and usually includes up to six colors that really highlight the brand’s full potential visu...
What are brand monotone colors?
Brand monotone colors are grounding colors that use a single base color and expand on it with different shades and tints. Brand monotone colors are co...
What are brand color gradients?
Brand color gradients combine two primary brand colors or two secondary brand colors that blend together to make a third color. Brand color gradients ...
What are brand primary fonts?
Brand primary fonts are main fonts that are most frequently used by a brand, and consists of a specific size, weight and typeface style. Brand primary...
What are brand secondary fonts?
Brand secondary fonts are supplementary fonts that pair well with brand primary fonts and support the expansion of the design system. Brand secondary ...
What are brand logo dos?
Brand logo dos are a set of rules that share how the brand logo should be used in design materials online and offline. Brand logo dos are important to...
What are brand logo don'ts?
Brand logo don’ts are a set of rules that show how the brand logo should not be used in design materials online and offline. Brand logo don’ts are imp...