Definition | Meaning
- A brand name derived from a personal name.
Example | Illustration
- Example
- Example
wordmark
Definition | Meaning
- The stylized typographic treatment of a brand name.
Compare | See
- brandmark
- logo
- mark
visual identity
Definition | Meaning
- The visual components of a brand identity, including its brandmark, color palette, and imagery.
- The visual personality of a brand.
Compare | See
- brand identity
- verbal identity
verbal phrasal doublet
Definition | Meaning
- A brand name created by pairing two verbs.
Example | Illustration
- Playskool Rock ’n Ride rocking horse
- McCormick Bag ’n Season roasting bag and seasoning blend
verbal identity
Definition | Meaning
- The verbal components of a brand identity, including its brand messages, brand name, category descriptor, brand line, brand copy, and tone of voice.
- The verbal personality of a brand.
Compare | See
- brand identity
- visual identity
typography
Definition | Meaning
- A brand’s characteristic style of type or proprietary font.
Example | Illustration
- The classic Coca-Cola wordmark
troponym
Definition | Meaning
- A verb which more precisely indicates the manner of doing something.
Examples | Illustrations
- ‘to stroll’ is a troponym of ‘to walk’
- ‘to whisper’ is a troponym of ‘to talk’
toponym
Definition | Meaning
- A brand name derived from a place name.
Examples | Illustrations
- Kyocera (named after the city of Kyoto, Japan)
- Champagne (named after the province of Champagne, France)
- GMC Denali (named after Mount Denali, Alaska)
- Kia Sedona (named after the city of Sedona, Arizona)
- Subaru Outback (named after the Outback region of Australia)
- Suzuki Verona (named after the city of Verona, Italy)
- Toyota Tacoma (named after the city of Tacoma, Washington)
theronym
Definition | Meaning
- A brand name derived from the name of an animal.
Examples | Illustrations
- Ford Mustang sports car
- Chicago Bears American football team
textual visibility
Definition | Meaning
- The likelihood that a given brand name will stand out in a block of text, such as a Wall Street Journal article. Many factors can contribute to a brand name’s textual visibility, including its length, initial letter, and spelling.
Examples | Illustrations
- Kodak (high textual visibility)
- Xerox (high textual visibility)
Compare | See
- discourse audibility