branding: Rename ELK to Elastic stack

README.md

-# Docker ELK stack
+# Elastic stack (ELK) on Docker
 
 [![Join the chat at https://gitter.im/deviantony/docker-elk](https://badges.gitter.im/Join%20Chat.svg)](https://gitter.im/deviantony/docker-elk?utm_source=badge&utm_medium=badge&utm_campaign=pr-badge&utm_content=badge)
 [![Elastic Stack version](https://img.shields.io/badge/ELK-6.3.0-blue.svg?style=flat)](https://github.com/deviantony/docker-elk/issues/286)
 [![Build Status](https://api.travis-ci.org/deviantony/docker-elk.svg?branch=master)](https://travis-ci.org/deviantony/docker-elk)
 
-Run the latest version of the ELK (Elasticsearch, Logstash, Kibana) stack with Docker and Docker Compose.
+Run the latest version of the [Elastic stack](https://www.elastic.co/elk-stack) with Docker and Docker Compose.
 
 It will give you the ability to analyze any data set by using the searching/aggregation capabilities of Elasticsearch
 and the visualization power of Kibana.
 
-Based on the official Docker images:
+Based on the official Docker images from Elastic:
 
 * [elasticsearch](https://github.com/elastic/elasticsearch-docker)
 * [logstash](https://github.com/elastic/logstash-docker)
@@ -17,16 +17,16 @@ Based on the official Docker images:
 
 **Note**: Other branches in this project are available:
 
-* ELK 6 with X-Pack support: https://github.com/deviantony/docker-elk/tree/x-pack
-* ELK 6 in Vagrant: https://github.com/deviantony/docker-elk/tree/vagrant
-* ELK 6 with Search Guard: https://github.com/deviantony/docker-elk/tree/searchguard
+* [`x-pack`](https://github.com/deviantony/docker-elk/tree/x-pack): X-Pack support
+* [`searchguard`](https://github.com/deviantony/docker-elk/tree/searchguard): Search Guard support
+* [`vagrant`](https://github.com/deviantony/docker-elk/tree/vagrant): run Docker inside Vagrant
 
 ## Contents
 
 1. [Requirements](#requirements)
    * [Host setup](#host-setup)
    * [SELinux](#selinux)
-   * [DockerForWindows](#dockerforwindows)
+   * [Docker for Windows](#docker-for-windows)
 2. [Getting started](#getting-started)
    * [Bringing up the stack](#bringing-up-the-stack)
    * [Initial setup](#initial-setup)
@@ -62,9 +62,9 @@ apply the proper context:
 $ chcon -R system_u:object_r:admin_home_t:s0 docker-elk/
 ```
 
-### DockerForWindows
+### Docker for Windows
 
-If you're using Docker for Windows, ensure the 'Shared Drives' feature is enabled for the C: drive (Docker for Windows > Settings > Shared Drives). [MSDN article detailing Shared Drives config](https://blogs.msdn.microsoft.com/stevelasker/2016/06/14/configuring-docker-for-windows-volumes/).
+If you're using Docker for Windows, ensure the "Shared Drives" feature is enabled for the `C:` drive (Docker for Windows > Settings > Shared Drives). See [Configuring Docker for Windows Shared Drives](https://blogs.msdn.microsoft.com/stevelasker/2016/06/14/configuring-docker-for-windows-volumes/) (MSDN Blog).
 
 ## Usage
 
@@ -72,17 +72,13 @@ If you're using Docker for Windows, ensure the 'Shared Drives' feature is enable
 
 **Note**: In case you switched branch or updated a base image - you may need to run `docker-compose build` first
 
-Start the ELK stack using `docker-compose`:
+Start the stack using `docker-compose`:
 
 ```console
 $ docker-compose up
 ```
 
-You can also choose to run it in background (detached mode):
-
-```console
-$ docker-compose up -d
-```
+You can also run all services in the background (detached mode) by adding the `-d` flag to the above command.
 
 Give Kibana a few seconds to initialize, then access the Kibana web UI by hitting
 [http://localhost:5601](http://localhost:5601) with a web browser.