Identity, naming, voice and guidelines — the whole kit, not a logo and a PDF. Built to run across web, product, print and paid media without breaking.
Logo systems, marks and sub-marks. Designed for small favicons and giant billboards in equal measure.
Product, company and feature naming — researched, tested for availability, trademarked where needed.
Voice principles, tone rules and copy standards. Your LinkedIn post shouldn't sound like a different company.
Written rules that an agency, a vendor or a new hire can follow without picking up the phone.