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Module 6: Key Concepts & Vocabulary

Horizontales
The practice of creating visual content for a company's brand or marketing materials; it involves combining images, text, colors, and shapes for the purpose of communicating a specific message
The ability of consumers to identify a business by its name, logo, colors, or other visual elements
The U.S. government agency that helps protect inventions, brand names, logos, and other intellectual property by ensuring that creators have exclusive rights to their ideas and products
A phrase, word, or symbol that represents a specific company or product and legally differentiates it from all others of its kind
Verticales
When someone uses a name, logo, slogan, or other aspect of a company's brand without their permission and in a way that is likely to create confusion among customers
The way a company is viewed by its target audience and the general public; it comes from a combination of the company's branding and advertising as well as its products, services, and actions
The official word or phrase used to identify a business; it is used on products, marketing materials, and legal documents and it is sometimes trademarked to protect it from being used by competitors
An icon, image, or word that is a visual identifier for a brand
The visual identity of a business; it includes things like the company name, logo, slogan, color scheme, and more