Brand − A product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and visually marketed.

Brand Architecture − The visual and verbal structure of elements comprising the overall brand identity system such as the names and nomenclature system, the visual representation of the brands in a logotype, the relationship between the brands and corporate endorsement, etc.

Brand Identifier − Specific elements of identification (e.g., name, symbol or colors) that are distinctive and proprietary (can be owned).

Brand Identity − The outward manifestation of the essence of a brand.

Clear Zone − An established space surrounding a logo to allow for proportioning in materials and protecting the trademark.

Co-Brand − The use of two or more brands in marketing communications materials to promote and support a new product, service or venture.

Copyright − The exclusive rights to the publication, production, or sale of the rights to a literary or artistic work, or to the use of a commercial print or label, granted by law for a specified period of time.

Corporate Brand − The parent of the organization, where its philosophy, culture, and characteristics begin and carry through all levels of branding.

Corporate Signature − All official information such as name, address, copyright and trademark information appearing in marketing communications.

Co-Sponsorship − The use of the brand to endorse and promote a publication, communication, event or venture.

Descriptor (Product or Service) − A term used with a brand name or trademark to describe the product, service, venture or specific offer.

Endorsement − Use of a brand to support and add credibility to partnership offer.

Iconography − Graphic elements used within marketing communications materials to establish a visual style.

Logo − A graphic trademark that is used as an emblem for a brand or a company.

Logotype − The typographic representation of a brand name that becomes proprietary and can be protected legally.

Registration Symbol − The symbol appearing after a brand name or logo that provides notice of ownership. Otherwise written as ®.

Service Mark − The letters appearing after a service brand name or logo illustrating and establishing ownership. Otherwise written as SM.

Stock Image Library − A collection of images (illustration or photographic) that have been compiled from different photographers and illustrators that are made available for use in marketing communications materials. Typically, there is a fee attached to the use of the image.

Style Guide − A book or section giving direction on how to communicate elements consistently in division communications.

Symbol − A graphic element designed to illustrate, communicate and take ownership of a specific product/service feature and benefit or endorsement.

Tag Line − An easily recognizable and memorable phrase that often accompanies a logo to deliver the brand promise in an appealing and memorable way.

Trademark − A word (such as a brand name), slogan (such as a tagline) or symbol (such as a logo or a jingle) that identifies and distinguishes a product from other competing products. Also referred to generically as a “mark”. A servicemark is a type of mark that is used in connection with providing services.

Trademark Notice − A symbol or statement that advises the public of rights to a trademark. Before a mark is registered, the appropriate notice is either TM (for trademark), SM (for servicemark) or nothing. After a trademark is registered, the appropriate notice is ®.