Brand: A name or trademark that is easily associated with a certain product or the producer of a set of products.

Brand examples: Google, Starbucks, and Walmart

Combination Logo: A logo design that takes both graphical and typographic elements (usually the companies name) and combines them into a unified logo. Sometimes these elements can be used independently of one another such as the name McDonald’s and the “golden arches” graphic.

Combination Logo Examples: Pepsi, Audi

Corporate Identity: A company’s name, logo, typeface, colors, and slogan are all elements that help comprise an identity presented to the public.

Font: (See typeface)

Glyph: Used to refer to a character or symbol that represents an object or idea.

Logo: (Short for logotype) A logo is a graphical element (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form atrademark or commercial brand. (McDonald’s, Apple, Nike Swoosh)

Style Guide: A document that clearly defines the rules and standards of how a logo and accompanying branding elements should be used.

Tagline: A typically short statement or motto that defines the essence of a brand’s promise.

Typeface: (Also known as a font) A set of letters, numerals, and punctuation marks that is designed with stylistic unity in mind. Typefaces can come in a variety of groups called “families” which denotes a particular subset of styles within a particular typeface: i.e. bold, oblique, condensed, etc.

Wordmark: A stylized text-only treatment of a typeface that makes it easily recognizable as a specific brand.

Wordmark logo examples: Yahoo!, eBay, and Coca-Cola