A Brand Identity Strategy Session is a collaborative meeting designed to uncover, define, and align a business's core values, vision, and target audience to create a cohesive and impactful brand identity. It serves as the foundation for all future branding decisions and helps ensure a consistent and authentic representation of the brand across all touchpoints.

A Primary Logo is the main visual symbol or graphic representation of a brand. It serves as the central element of a brand's identity and is consistently used across a majority of branding touchpoints, from business cards to websites to storefront signage. As the most recognizable facet of a brand, the primary logo plays a pivotal role in brand recognition and the overall perception of the brand by consumers.

Submarks are simplified or condensed variations of a brand's primary logo. While the primary logo stands as the main representation of the brand, submarks offer a versatile and adaptable alternative for specific applications where the main logo might not fit or be as effective. Submarks often distill the essence of the primary logo into a smaller, more compact design.

A color palette is a selection of colors chosen to represent a brand's visual identity. These colors are carefully curated to evoke specific emotions, convey certain messages, and establish brand recognition. In the realm of brand identity, a color palette serves as a foundational guide for all visual communications, ensuring consistency across different mediums and touchpoints.

The choice of font in brand identity is akin to the tone of voice in verbal communication. Just as the tone can alter the meaning of words spoken, a font can profoundly influence the perception and interpretation of a brand's message.

Brand guidelines, often referred to as brand standards or style guides, are a set of documented rules and standards that define how a brand presents itself to the world. This comprehensive document encompasses various elements, including logo usage, color palette, typography, imagery, voice, and more.

Use Case Mockups are visual representations that showcase how a specific product, service, or brand element will appear and function in real-life scenarios. They can range from digital interface mockups, such as how a website looks on a mobile device, to physical mockups, like how a brand's logo appears on merchandise or storefronts.

Brand collateral refers to the collection of media, promotional materials, and tangible representations used to promote and reinforce a brand's identity, presence, and message in the marketplace. It encompasses a wide range of materials both digital and physical.