Apparently, too many cooks spoil the broth. And when the company’s logo is used in six different, undefined ways, chaos ensues, just like in the kitchen. Until a visual identification manual, an identification book, a Brand Book, and a sign book come along (different nomenclature, same function).

A set of guidelines and tips that aim to define the use of the brand mark. It is also a provision that helps unify the rules regarding the use of the logo so that the sign is used in all materials and in all possible areas in the same, consistent way. It’s an important document in the context of the company’s visual identification.

A Brand Book – what is it and how to create it?

What does a sample identification manual consist of? What should the Brand Book contain? It depends. Some clients choose more, others less extensive sign descriptions. The most basic description may contain less than 10 pages. Generally, the idea is for the Brand Book to show what the logo should look like. The visual key, i.e. the entire graphic design identifying the company, is very important here.

The basic version of the Brand Book

The Brand Book, of course, has its basic components. After all, it is a document, an instruction manual for the logo, and it allows for the standardization of the logo. When creating such a document, we must not forget about the standard elements that it should contain:

• Logotype, the basic version,
• Alternative versions of the sign,
• Minimum sign size and sign scaling,
• Sign typography,
• Sign structure – description,
• Protective field and basic field of the sign,
• Prohibited forms of representing the sign,
• Sign color scheme,
• Applying the sign on various backgrounds and patterns.

Over time, companies supplement the Brand Book with new elements. Some, however, decide to include an extensive description of the textbook from the very beginning. Presentation templates, a pattern of using the logo on selected gadgets, or the appearance of a company envelope.

Brand Book – is it necessary?

Is it necessary to have a Brand Book? Of course not. There are large companies that do not have their Brand Book or have not updated it for the last 10 years. However, the Brand Book helps, above all, control communication chaos when using the brand logo. And we use it at every possible opportunity. On every marketing gadget. Starting from the company footer in our e-mail, through the pen we write with, the calendar we take to meetings, or the car we drive to our client.

See also: MARKETING and PR – WHY WOULD YOU PAY WHEN YOU CAN DO IT YOURSELF!

Promotional campaigns, corporate events, conferences, posters, leaflets, public consultations, animations… our logo deserves to be used correctly – uniformly. Efficient use of the logo has a positive impact on strengthening the brand’s image on the market and improves marketing in the company, which translates into increased sales.

The Brand Book – a coherent narrative, marketing and “more human” paperwork

Logo standardization also helps maintain a coherent narrative – that is, building stories that attract attention and sell. For example, our logo may have shapes and colors that symbolize values that are close to us – but this is a topic for a separate article.

Writing down and following the rules for the use of company identification elements facilitates consistent communication and demonstrates our professionalism, consistency, and confidence in our marketing and service activities.

The information contained in the Brand Book is also useful at the stage of registering a new patent mark at the Patent Office.

Did you already realize that a Brand Book is something you need? If so, we invite you to work with us. Wide Vision will help you not only create a clear Brand Book but also develop a professional visual identification of your company and brand. See in the “Projects” tab how we helped others stand out from the crowd.

Interested in cooperation? Write to us!