Use this terminology:
Logo

To refer to this:
The primary logo (wordmark + brandmark)

Avoid using this terminology:
N/A

Use this terminology:
Wordmark

To refer to this:
The brand name component of the logo.

Avoid using this terminology:
Logotype

Use this terminology:
Brandmark

To refer to this:
The graphic component of the logo.

Avoid using this terminology:
Brandmarque, icon, avatar

Use this terminology:
Brand guidelines

To refer to this:
The document that establishes distinct guidelines on how all aspects of a company’s brand should be handled.

Avoid using this terminology:
Brand bible, brand book, brand standards.

Use this terminology:
Brand idea

To refer to this:
The unifying brand idea.

Avoid using this terminology:
Brand essence

Use this terminology:
Brand architecture

To refer to this:
The structure of brands within an organisation, the relationships between them, and how they are perceived by consumers.

Avoid using this terminology:
Brand framework

Use this terminology:
Brand strategy

To refer to this:
The ‘big picture’ plans and tactics deployed by an organisation/brand owner to create long-term brand equity and competitive advantages from branding.

Avoid using this terminology:
Brand DNA

Use this terminology:
Sub-brand

To refer to this:
Self-explanatory.

Avoid using this terminology:
Subbrand, Sub brand.