Brand
A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it. A brand often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit values, ideas, and even personality.

CMYK
CMYK (short for cyan, magenta, yellow, and key (Black), and often referred to as process color or four color) is a subtractive color model, used in color printing, also used to describe the printing process itself. The CMYK model works by partially or entirely masking certain colors on the typically white background (that is, absorbing particular wavelengths of light). Such a model is called subtractive because inks “subtract” brightness from white.

Corporate Identity
In marketing, a corporate identity (CI) is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives, and is usually visibly manifested by way of branding and the use of trademarks. (...) In general, this amounts to a logo (logotype and/or logogram) and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved colour palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand.

Graphic Design
Graphic design is the process of communicating visually using text and images to present information. Graphic design practice embraces a range of cognitive skills, aesthetics and crafts, including typography, visual arts and page layout.

Logo
A logo (from the Greek λογότυπος = logotipos) is a graphical element, symbol, or icon that, together with its logotype (which is set in a unique typeface or arranged in a particular way) form a trademark or brand. A typical logo is designed to cause immediate recognition by the viewer. The logo is one aspect of the brand of a company or economic entity, and the shapes, colors, fonts and images are usually different from others in a similar market.

Offset Printing
Offset printing is a widely used printing technique where the inked image is transferred (or "offset") from a plate to a rubber blanket, then to the printing surface. When used in combination with the lithographic process, which is based on the repulsion of oil and water, the offset technique employs a flat (planographic) image carrier on which the image to be printed obtains ink from ink rollers, while the non-printing area attracts a film of water, keeping the non-printing areas ink-free.

Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks", the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.

Slogan
A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose.

Typography
Typography is the art and techniques of type design, modifying type glyphs, and arranging type. Type glyphs (characters) are created and modified using a variety of illustration techniques. The arrangement of type is the selection of typefaces, point size, line length, leading (line spacing) and letter spacing.

Typeface (a.k.a. Font)
In typography, a typeface is a coordinated set of glyphs designed with stylistic unity. A typeface usually comprises an alphabet of letters, numerals, and punctuation marks; it may also include ideograms and symbols, or consist entirely of them, for example, mathematical or map-making symbols. The term typeface is typically conflated with font, which had distinct meanings before the advent of desktop publishing. These terms are now effectively synonymous when discussing digital typography. One still valid distinction between font and typeface is that a font may designate a specific member of a type family such as Roman, bold or italic type, possibly in a particular size, while typeface designates a visual appearance or style, possibly of a related set of fonts. For example, a given typeface such as Arial may include Roman, bold, and italic fonts.

Web 2.0
The phrase Web 2.0 refers to a perceived second-generation of web-based communities and hosted services — such as social-networking sites, wikis and folksonomies — which aim to facilitate collaboration and sharing between users. It became popular following the first O'Reilly Media Web 2.0 conference in 2004. Although the term suggests a new version of the World Wide Web, it does not refer to an update to Web technical specifications, but to changes in the ways software developers and end-users use the web as a platform.