Tips on How to Create the Perfect Brand Book

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Venn diagram. After compiling a list of keywords that describe the product, their relationships need to be consolidated in the brand book.

How is this done? 2-3 main words are selected and depicted, and all the rest are placed at the intersections of the meanings of the selected key definitions. What does this give:

the ability to check all the words that investor leads have been selected in order to remove unnecessary ones that do not fit into the general cloud of associations;

the ability to highlight important characteristics and clarifying descriptive words.

Important information about design. Brand books usually include large sections devoted to the rules for using the corporate style and the company logo. The creation of these sections should be entrusted to professional designers.

A solid brand book describes in detail the fundamental criteria for developing a brand design (acceptable fonts, color palette, rules for using images and illustrations, emotional messages in design, etc.).

Logo Usage Guidelines. A good brand book always contains a section with detailed rules for how the logo should be used. These include, in particular:

the size and proportions of the brand name;

preferred location of the logo in documents;

acceptable visualization of the logo in accordance with the location;

permitted and prohibited modifications of the trademark;

possible options for the color scheme used in the logo;

the amount of space that should be left between the logo and other design elements;

Font usage. When describing the corporate style, the brand book also sets the parameters of the fonts that can be used in the design (with possible alternatives). Detailed recommendations are usually given: what fonts to use for headings, what for the main text; what is intended for digital media, and what for printed media. Precise font size limits are also set for all types of headings and media. The ideal option is up to five permitted types.

Recommended colors. The criteria for creating and using a corporate color scheme are one of the main parts of the document containing the brand description. It is important to reflect here the rules by which each corporate color is used (which are only allowed in the logo, which can be used to make up the background, which shades can be used to emphasize and decorate details). The brand book regulates colors both in quantity (the less, the better) and in intensity - for each color, the base (100% saturation) and shades are indicated.

Another mandatory requirement for a good brand book is the recording of CMYK, RGB, HEX values ​​for each color. And for all shades used, Pantone colors are also prescribed. In cases where the brand provides for the use of different color schemes for individual products, projects, situations, this must also be recorded in the brand book.

How to work with images. This section sets out general requirements that relate to the selection of visuals and image processing (parameters for size, contrast, stylization, optional effects are specified).

Sections of the company brand book

Source: shutterstock.com

In this part of the brand book you can find answers to the questions:

What types of images are acceptable - illustrations or photographs?

What emotions should the visual sequence convey?

Is there a list of requirements for image editing?

Should the visuals be in color or black and white?

Should the image be unique?

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Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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Make your brand book attractive
In a simplified sense, a brand book is a graphic representation of the company's values ​​and ideology. But often a template is used to build a brand book - the same thing year after year: under a standard cover, a set of standard pages in the spirit of the Windows 8 tile style (this is called a "modular grid").

To achieve a quality result, a logo and two or three corporate colors are not enough. The design should be not only beautiful, but also clear and logical. A bright presentation should not be at the expense of efficiency.