Glossary section
Brand & design
The small set of words every owner with a logo should know before handing it to a designer, a developer, a signage shop, or a print vendor. Most of these are invisible until they're missing.
16 definitions.
- Brand identity — the full visible system around your logo
- Logo lockup — mark + wordmark + optional tagline, as one unit
- Clearspace — the empty zone around a logo
- Color palette — the curated set of colors that belong to your brand
- WCAG AA contrast — accessible color contrast
- Favicon — the small icon in the browser tab
- Typography pairing — display + body typefaces that work together
- Monochrome variant — one-color version of the logo
- Design token — a name for a decision, not a value
- Accessible pair — a brand color, nudged until text on it clears WCAG AA
- Color blindness — why two distinct brand colors can collapse to one
- Color harmony — how the colors in a palette relate to each other on the hue wheel
- Complementary colors — two colors on opposite sides of the hue wheel
- Analogous colors — neighboring hues that sit close together on the wheel
- Monochromatic palette — one hue, varied in lightness and chroma
- OKLab — a perceptual color space — distance in it matches what the eye sees