Here’s a novel idea from Kolbrener, a table of brand elements based upon the scientific periodic table.
Lg = Logo
A logo, or logotype, is the letters, words or phrase that identifies an entity, similar to a trade name. In advertising, the logo, also referred to as a mark or identifier, typically incorporates graphic design elements to create an evocative and memorable identifying symbol for a company, organization or brand.
Ty = Typography
The use of type fonts and styles, in addition to the logo and brand signature, to create a memorable look and feel in communications materials. Typography usually involves existing fonts, but also may use a uniquely modified or custom-made font.