Collateral – marketing materials used to promote a product or service, such as an advertisement, a brochure or signage
Control field – the area surrounding the Honeywell logotype equal to the height of the "H" in the logotype
Endorsed Brand – a product or service co-branded with both their own unique brand identity and the Honeywell name. Each of these brands has its own logotype, which is a used independently on products and communications material.
Helvetica – a sans serif typeface family used for headlines, subheads, text and captions
Logotype – or logo is an identifying symbol or statement that defines a product, service, place or organization. Names or titles written in a stylized font are also considered logos.
Master Brand – the Honeywell brand. Products and services offered using Honeywell’s name and identity standards.
Personalized stationary – stationary for executive staff, which includes their name, title and mailing address
Promotional items – inexpensive give-aways, such as pens and coffee mugs, which bear the Honeywell logo
Signature area – the bottom of the page in a one-page document or the bottom of the last page of a multi-page document
Standalone Brand – product and services supported and managed independently of the Honeywell Brand Management System and the Honeywell Visual Identity System. The Standalone Brand name is the primary identifier for these brands. They have their own logos, brand colors and other identity standards.
Typography – the style, letter, or appearance of typeset material | 
