Brand identity — the expression of your business philosophy in all its applications that customers, staff and suppliers will see.

Logo — the graphic symbol of your organization, deployable across all media.

Logotype — the typographical treatment — font, spacing, layout — of your company name.

Palette — the selection of colors defined for use in the visual expression of your brand, the palette is referenced in Pantone or CMYK for consistent output from your print supplier.

Tagline — a phrase that appears with your logo and says the first thing you want to be associated with your business.

Design brief — instructions to your agency/designer, focusing them on interpreting the core of your business.

Brand guidelines — the standard reference document where the elements above are written down to ensure consistency in all future applications.