Graphic Design Terminology: Brand

Brand: A brand is not a logo, name, typeface or color. You can’t find a brand on a business card, a website or in a brochure. A brand is the sum total of how the public feels about a particular something or someone. It’s the emotional response that people have to a product, company, or even a person. A successful brand is one that forges a strong emotional connection with its audience. When you think Volvo, you think safety. When you think Mercedes, you think luxury. You can’t just dictate how someone will ultimately feel about your brand, but as you can see from our examples, you can do a lot to influence popular opinion. Your brand will be built with or without your participation, and 3thought recommends you take an active role in shaping people’s opinions.

It’s 3thought’s goal to be a resource, educate and promote professional graphic design. If there’s a design term you’re not familiar with, or have more info to add to our definition, please do so in the comments section below. For more design terminology view 3thought’s ongoing “Graphic Design Terminology” page.