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Graphic Design vocabulary · Logos & Branding

On-brand

Meaning in graphic design, with examples

/ˌɑːn ˈbrænd/adjectiveCommon term

In graphic design, on-brand means: Fitting the look, tone and rules of a brand. A design that does not match the brand is described as off-brand.

In Turkish: markaya uygun, marka kimliğiyle uyumlu

How it is used

Common in agency and in-house meetings, often informal. People ask ‘Is this on-brand?’ or say a colour or photo feels off-brand. Used before a noun it is hyphenated (an on-brand visual); after a verb it is often written without a hyphen.

Example sentences

  1. The illustration is nice, but it's not on-brand; our style is much simpler.

  2. We built templates so the regional teams can create on-brand posts without a designer.

Common collocations

  • stay on-brand
  • on-brand visuals
  • feel off-brand
  • on-brand and on-message
  • brand guidelinesA document that explains how to use a brand's logo, colours, typefaces, images and tone correctly, so that everyone who works with the brand produces consistent designs.
  • brand identityAll the visual elements that make a brand recognisable, such as its logo, colours, typefaces, images and graphic style, used together in a consistent way.
  • templateA ready-made file with a fixed layout, styles and placeholders that people reuse to create new designs quickly and consistently, such as a presentation or social media template.
  • colour paletteThe limited set of colours chosen for a project or brand, usually with main colours, supporting colours and neutrals, so that all designs look consistent.

More terms: Logos & Branding

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