1. Logo & Logo Usage (The Non-Negotiable)

• Primary Logo: Your main, most commonly used logo.

• Secondary Logo: A alternative version (perhaps a stacked version, an icon-only version, or a simplified version for small spaces).

• Logo Icon(favicon): It is not uncommon that logo icon is even more known than the logo itself.

2. Color Palette 

• Primary Colors: Your 1-3 main brand colors. 

• Secondary Colors: A wider palette of 3-5 colors to use for accents, illustrations, charts, and backgrounds.

• Neutrals: Your brand's black, white, and grays.

3. Typography (Fonts)

• Primary Font: Your main font for headlines and large text. (e.g., "Use Poppins  for all H1 headings").

• Secondary Font: Your font for body copy and longer text. (e.g., "Use Lora Regular for all paragraphs").

• Tertiary Font (Optional): An accent font for special occasions or quotes.

4. Brand Assets 

Images, icons and photography.

(reference pre-editor)