Website Ipsum
Coolors
Primary Logo
Variant Logos
(Horizontal vs Vertical orientations. Dark mode. Stacked vs square. One-color.)
Color Palette
Submarks + Watermarks
Element pulled from original logo, often used as favicon.
Fonts
Typically Header, Body, Accent fonts.
Patterns + Textures
Can be taken from logo, or with secondary colors for background patterns. Example.
Imagery
Can include icon sets.
Brand Anchors
3-4 adjectives describing the brand personality. These drive design decisions.