Glossary · 5 min read
Brand and ecommerce design glossary
The words you will hear in a brand and store project, in plain language.
By the Brandtune studio · Last reviewed 2 Nov 2026
In short
- Short definitions of the terms used in a project.
- Brand terms first, then store terms.
- Ask us if a word is not here.
Brand terms
- Brand identity. The visible and audible parts of a brand, kept consistent: name, mark, colour, type, imagery and voice.
- Logotype. The name written in a specific, designed way. Often used together with a symbol.
- Symbol. The graphic mark that stands for the brand, with or without the name.
- Brand guidelines. A short document that explains how to use the identity.
- Mood board. A collection of images and references that shows the feeling a brand should have.
- Positioning. What the brand is for, for whom and how it differs from the alternatives.
- Tone of voice. How the brand writes and speaks.
Store terms
- Wireframe. A plain drawing of a page that shows structure before design.
- Template. A page layout reused for many pages, such as every product page.
- Component. A reusable piece of a page, such as a button, a card or a banner.
- Design system. The components, rules and styles that keep a site consistent.
- Collection page. A page that lists products from one group.
- Product page. The page for a single product, where most buying decisions are made.
- Conversion. A visitor doing the thing you want, such as buying or sending a request.
Project terms
- Scope. What is included in a project.
- Round of changes. One set of feedback from you and the changes that follow.
- Handover. The delivery of final files and a walkthrough for the people who will use them.
Not here?
Tell us the word and we will add it. For a longer explanation of the first term, read what brand identity is.