Every profession has its jargon. Acronyms, code words, euphemisms, and the like are commonplace in every work section. And the beauty of modern language, especially English, is that words are constantly being added and existing words are being re-defined. Nouns are being verbified. Adjectives are being nounised.

Here are a few terms I’d like to add to that ever-colourful lexicon of the design/advertising/branding profession:

Quark
1. (noun) A company, or person who has plainly failed to innovate, learn or grow and thereby has achieved total failure.
2. (noun) The same as 1. except they haven’t achieved total failure, but rather, somehow, maintain their status and/or market share.
3. (verb trans.) to “pull a Quark” is the process of becoming 1. or 2.

Kentro
1. (noun) A great concept that never reached its potential mainly due to poor execution or poor planning by an individual or group. (not, for example, by being rejected by a client or boss). A squandered idea.

Fireman
1. (noun) Employee charged with long periods of idle waiting only to be interrupted by virtual emergency situations. (ie, to put out fires) Common among freelancers.
2. (adjective-noun) “A Fireman Job/Situation” a job/situation requiring a Fireman or someone to assume Fireman duties.

Lawn-mower
1. (noun) A person who earns extra money performing small-budget tasks for friends, relatives, neighbors etc. Usually a designer/writer/photographer but also computer fixing, home repairs, car maintenance, etc.
2. (adjective-noun) “A Lawn-mower job” is a task that you immediately understand to be low-budget, small-scale and will likely not have large positive professional impact. If you are not a Lawn-mower, you shouldn’t take Lawn-mower jobs.