Brand book

The brand book is one of the most important documents a company needs for its marketing department. It provides a description of the brand concept, attributes, target clients, and market positioning.
The brand book usually consists of three parts:
The first part is ideological - it provides information on what the company does, its mission, policy and values, growth strategy, and position on the market.
The second part discusses a company's legal rights and obligations, and intellectual property assets that the company owns the rights to.
The third part is a description of the company style and its principles and standards, which differ depending on the needs of the company and the kind of service or product it provides. It contains:

  • Geometric principles behind the logo design; different variants of the design; a monochrome version of the logo, one in full color, and one in black and white;
  • The creative use of contrast, font, color and color combinations, color blocking and other merchandising strategies, as well as guidelines on resizing for different uses;
  • Company mascots, pattern design, or prepared illustrations, and the rules of their use;
  • Guidelines for formatting company documents: business cards, envelopes, folders, forms, presentations;
  • Guidelines fordesigning marketing materials - how to place ads or their component parts on pages, banners, pamphlets, flyers, and brochures;
  • Guidelines for designing custom POS materials - shelf talkers, stoppers, totem and other display stands, shelving units;
  • Guidelines for designing a company uniform and out-of-home advertising;
  • Guidelines for souvenir/freebie design - pens, lighters, umbrellas, clipboards, T-shirts;
  • Rules to instill the company style in the office, shop, or stall interior;
  • Essential aspects to consider when working on a website, web banner, company presentation, or a mobile app.