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Six common design terms explained

If you are starting a new brand or looking to refresh an old one, approaching a designer or agency can be a bit over whelming. Especially when they start throwing every design word they can think of at you.

Here are some six of the most common design terms explained:

1. Moodboard/Inspiration board: A moodpboard is an arrangement of images, materials, pieces of text, etc. intended to evoke or project a particular style or concept. Its basically the feeling you want your brand to convey. 2. Brand Identity: A Brand identity is all the visible elements like Colours, Logos, designs and shapes that identify and distinguish the brand in consumers' minds. Its what helped consumers distinguish your brand from a competitor. 3. Rebrand: A Rebrand is when you change the corporate image of a company or organisation. Rebranding can include freshening up the logo, abbreviating a brand name (eg: KFC) using more corporate colours or even revamping and existing website. 4.Collateral: Collateral are all the elements that will be designed after the brand hideosity has been established, Like websites, email signatures, letterheads or social media.

5.Colour Palette: A colour palette is an arrangement of colours that is suitable to your brand or preference. Colour palettes are used to keep a brand looking consistent through all the online and printed collateral. 6.Deep-etching: Deep-etching: “is a graphic design term used to describe the process of removing a specific section of a photograph or image from its background so that it stands alone. This means that you can use just that part in a different way or on a different background,” says Turbofuture. Need design work? Stuck with some random design terminology? Give us a shout, we promise not to throw every design term and the kitchen sink your way. Better yet let’s have a coffee zoom date. Contact us at

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