Goodwill - is when a company purchases another company for more than the value of its assets—which is quite common—the difference is recorded as an asset named “goodwill.” This is not a general term for the value of a brand, for example, but a very specific accounting term.

Serif - A short line or finishing stroke that crosses or projects from stems or strokes in a character. Serifs have many shapes, including hairline, bracketed, wedge, and slab. Fonts without serifs are called “sans serifs.

Net profit is the operating income less taxes and interest. The same as earnings, or net income. Net profit is the amount of money a business earns after deducting all operating, interest, and tax expenses over a given period of time.