Glossary
Design & brand glossary
Plain-English definitions, written to actually answer the question.
- Brand guidelinesThe reference document that defines how a brand's identity should be applied — logo usage, colour, type, spacing, voice and do/don't examples.
- Brand identityThe visible and verbal system — logo, colour, type, voice and imagery — that expresses what a brand stands for and makes it recognisable.
- Component libraryThe set of reusable, production-ready interface components — built from design tokens — that teams assemble screens from.
- Design opsThe practice of streamlining how design gets done — tooling, process, governance and team workflows — so design scales without losing quality.
- Design systemA shared, versioned library of reusable UI components, design tokens and usage rules that lets a team build on-brand product and marketing quickly and consistently.
- Design tokensNamed, reusable values — colour, type, spacing, radius — that store design decisions so they can be shared across design tools and code.
- RebrandA deliberate change to a company's brand identity — from a visual refresh to a full repositioning — to better reflect its strategy, audience or stage.
- Visual identityThe visual portion of brand identity — logo, colour palette, typography, imagery and graphic language — distinct from voice and messaging.