For clients new to branding and web design, industry terms can feel confusing. Here’s a plain-English guide to some of the most commonly used vocabulary in the field. (Updated 2025)

Brand

According to Wolff Olins, a brand is the set of ideas a company or product stands for, shaped by its actions, and recognised through a visual and verbal style. Branding communicates what you do to your customers. See Visual Identity below for more.

Visual Identity

Your visual identity includes your brand or company name, logo, colour palette, typefaces, and slogans. It’s the way you present your business to the world. A strong visual identity should be distinctive, versatile, and consistent, creating a clear and memorable impression for your audience.

Brand Guidelines

Brand guidelines are a document that explains how to use your logo, colours, typefaces, and other brand elements correctly. They ensure consistency and make sure your visuals communicate your brand effectively.

Content Management System (CMS)

A CMS lets you publish, edit, and organise your website content without touching code. Training is usually provided as part of the web design package so you can keep your site fresh and up-to-date.

Creative Brief

A creative brief is a document created together by client and designer that outlines project goals, desired outcomes, and key requirements. It ensures everyone is aligned before the design work begins.

UI / UX

User Interface (UI) is how your website or app looks, and User Experience (UX) is how it works for the user. Good UI/UX ensures your audience can navigate your site smoothly and enjoyably.

Wireframe

A wireframe is a blueprint of your website. It’s a basic sketch showing where content and functionality will go before design and development begin.

Web Design

Web design focuses on the look, layout, and feel of a website. It’s about creating an engaging experience while communicating your brand clearly.

Web Development

Web development brings the design to life using code and technical tools. It ensures the website functions as intended across all devices and platforms.

QA (Quality Assurance)

QA testing checks that every element of your website works as it should, catching bugs and ensuring a smooth, error-free user experience.

Additional Relevant Terms

• Responsive Design: Ensures your website works seamlessly on any screen size, from mobiles to desktops.
• Accessibility: Making sure your website can be used by people with disabilities, including screen reader support and keyboard navigation.
• SEO (Search Engine Optimization): Techniques that improve your website’s visibility on search engines like Google.
• Prototyping: A preliminary interactive version of your website or app used to test ideas and functionality before development.
• Typography: The selection and arrangement of fonts to ensure readability and aesthetic appeal.
• CMS Plugins: Add-ons that extend functionality, such as SEO tools, forms, or e-commerce features.

This glossary is a starting point for understanding the language of web and branding projects. Feel free to save it for reference or share it with your team.