# Concepts

> Short explanations of the terms the directory and guides use, from what a brand is to logo variants, attribution rules, credits, rate limits and caching.

The directory and the guides use these terms. Each page is short and answers one question.

- [What is a brand, to an API?](https://brandapis.com/concepts/what-a-brand-is): A brand is its identity, guidance and files. Lookup APIs return part of the identity, DAM APIs return files, and agentic brand APIs return all three per task.
- [Logo, symbol, icon and wordmark](https://brandapis.com/concepts/logo-variants): A company usually has several versions of its logo, and lookup APIs name them differently. What each term means, where to show which, and the formats returned.
- [Who keeps brand data current?](https://brandapis.com/concepts/keeping-brand-data-current): Lookups re-read a company's website every few months, DAMs are kept current by its team, and Rainbrand applies edits you approve. How each reports changes.
- [Logo use, attribution and trademarks](https://brandapis.com/concepts/logo-attribution): Some logo APIs require a visible link on their free plans, and none gives you rights to the logos. What each provider asks for, and what the logo's owner keeps.
- [Credits, rate limits and caching](https://brandapis.com/concepts/credits-limits-caching): How each brand API counts a request, how fast you can call it and what you may store. These details decide your bill more than the headline price does.

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Source: https://brandapis.com/concepts
Last updated: 2026-11-10
Published by The Brand API Register. The Brand API Register is run by Rainbrand, which makes one of the APIs listed. Its entry follows the same rules as the others.