Glossary

Our branding glossary is special, it contains essential branding concepts, but we also added some terms to help you distinguish between different types of brand assets and between various types of asset management systems.
Without further ado, here it is.

Icon

An icon is a powerful and recognizable expression of a brand. Unlike logos, icons differ according to their function. Think of Google. Each of their services – like Gmail or Gdocs — have a recognizable icon. These symbols need to be consistent with the brand’s identity.

Overall, an excellent icon needs to increase the brand’s recognition, while also being intuitive for the target audience.