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.
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