An ambiguous terminology as well as a lack of clarity prevail in information systems research when focusing on enterprise architecture (EA) and its corresponding management function. Sound definitions for key terms in the field of EA design, i.e. strategies, principles, and goals, are too often used interchangeably with slightly different meaning. Addressing this situation, the present article proposes a conceptual framework for EA design that covers the aforementioned terms and organizes them along two dimensions, namely their underlying EA conceptualization and their role in the design process. The framework is exemplified and mirrored against state-of-the-art literature in the realm of EA and the corresponding management function. Finally, the article sketches further research trends centering around the design of an EA.