Brand Identity
Terms in Brand Identity
Design System
A comprehensive set of standardized design rules, components, and guidelines that ensure visual consistency across all brand touchpoints and marketing materials
Kerning vs Tracking vs Leading
Three distinct typographic adjustments that control spacing between letters and lines. Kerning fine-tunes pairs, tracking adjusts overall density, and leading c
Pantone (PMS) Matching
Pantone Matching System (PMS) ensures consistent colour reproduction across print, digital, and physical media by using standardised colour codes.
Style Guide
A comprehensive document defining how a brand's visual and verbal identity should be applied across all communications, ensuring consistency and recognition.