What do you call the design of type which is not released as a font file digitally?

[Niteesh]

I mean to say a unique set of glyphs which are designed to be used by sign-painters as a reference?

[Ralf Herrmann]

A “lettering alphabet”. 

[Niteesh]

What if, it is in a phase of being released as a font file?

[Ralf Herrmann]

Then its both a font and a typeface. The first refers to the usable product, the second to the design of such a product.