Here is common terminology you will see throughout Brand Central.



Our online asset management system for photography, video, marks, and various design materials.


Hierarchy creates organization and direction in a design by giving order to text. Though it may not be immediately obvious, you have definitely seen hierarchy in action in pretty much anything you have read. It makes the text easier to comprehend.


A lockup is the final form of a logo with all of its elements locked in their relative positions. For the sake of maintaining consistency in all mediums, the lockup should not be taken apart or altered in any way. A good lockup creates a sense of cohesion between the elements.


A logo is an organization's “coat of arms” and provides primary visual representation of a brand.


Also known as a wordmark, a logotype is a company name styled as a logo—designed in a visually unique way. A few famous examples include Disney, Coca Cola, and FedEx.


Design marks are most commonly known as logos. This mark is comprised of stylized words, letters, numbers, and design elements. The brand name is often incorporated into the logo, but it doesn't have to be.

Secondary Mark

Secondary marks are subordinate to official marks. They should never appear larger and never be placed above or apart from an official mark.

Typeface vs Font

Typeface (or type family) is a collection of related fonts. Font refers to specifications within the typeface, such as weight, width, and style. Simply stated, each variation of a typeface is a font.