Welcome to the Tiller Glossary, your inside track to understanding concepts and jargon related to branding, design, development, marketing, and more.


5-Second Test

A 5-second test is a form of usability testing that tests how effectively a message is communicated through design.

Brand Development

Brand development is the continuous process of defining, refining, and testing your overall brand strategy.

Brand Equity

Brand equity is the value a company gains from a consumer’s positive perception of their brand compared to a generic equivalent.

Brand Guidelines

Brand guidelines outline the tools, defined rules, and standards for communicating your brand.

Brand Identity

Brand identity guides the visual elements that distinguish your brand in a sea of competitors.


Branding is the process of creating a uniquely identifiable company or product and promoting it via marketing and advertising. It includes the name, logo, and overall design.

Graphic Design

Graphic designers manage the visual identity of a brand from the logo to the colour palette to the illustrations. Graphic design is often used in a wide range of marketing materials.  

Logo Design

Logos imbue your brand’s overarching messaging, feeling, or story within one graphic or glyph. 

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