Establishing a new brand is a big undertaking. It is the real art of putting together many elements into one coherent whole. The challenge of giving the brand a certain character, valuable values and thus distinguishing it from the competition. To ensure brand consistency and make it easier for marketing specialists, designers and other members of the company team to plan specific activities in the future, it is worth preparing a brand book. What exactly is this document?
What will you learn from the article?
What exactly does it mean for a company to have a strong brand, and how can this be achieved? The brand book plays a huge role in this area. In this article, we will take a closer look at this concept and the importance of a brand book for building a coherent and recognizable brand image. We will also discuss what elements a brand book consists of, including the basic and alternative versions of the logo and unacceptable logo modifications. We will also learn why a brand needs a brand book and how to prepare it. Finally, we will indicate what help a branding agency can provide in this area.
What is a brand book?
How a brand looks "outside" is of great importance. For me, it's less important how it works. At every stage of activity the image and steps taken by the brand must be consistent. The standardization contained in the brand book is largely responsible for this consistency.
A brand book, or a brand book, is a document that defines the visual identification of a brand. It is a kind of comprehensive compendium of knowledge about the brand's logo, instructions on how to use the sign, a map illustrating the entire structure and a description of its use. In other words, it is a set of well-defined rules that constitute the basis for using the logo in certain situations. For example, to create advertisements in any medium, websites, etc. The rules enable the proper use of the mark, and thus the image and actions of the brand are consistent in each channel of the message. A correctly prepared brand book allows you to avoid mistakes in the form of using an incorrect logo, inappropriate colors, etc.
Sometimes a brand book is expanded with communication elements, i.e. the brand's mission, vision and personality, slogan and sample content, as well as the style of its communication.
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What elements does the brand book consist of?
A logo is a specific sign with a specific color, typography and proportions. Each element of the logo should be described in the brand book. In addition, the document should contain the genesis of the mark, the use of the mark on various backgrounds, as well as unacceptable modifications to the logo. The more detailed the instructions are, the easier it will be to work with the logo in the future.
- The genesis of the logo
Many people skip this point when preparing the book of the sign - which is a big mistake. Knowledge about the creation of the mark proves perfect knowledge brand communication strategy. The genesis of the logo emphasizes the value, mission and idea behind the creation of the brand. At this point, it is also worth outlining the goals that the brand wants to achieve.
Basic and alternative version of the logo
The basic version of the sign is the most important point in the entire book. The logo should be displayed on a light and dark background, both horizontally and vertically.
Alternative versions of the mark are all acceptable forms of the logo. The brand book should contain information on the possibility of using the logo with a slogan, in a monochrome version (one-color, consistent with the colors described later in the document) and achromatic (in shades of gray). Sometimes it is also allowed to use a shortened version (the signet itself, i.e. a graphic element). A detailed description of alternative forms of the sign will facilitate the branding of individual elements constituting the overall image of the brand.
- Coloring and typography
Description of the color of the logo, including both the signet and the font, in a selected or several scales - CMYK, RGB, Pantone, ORACAL and RAL. Typography, on the other hand, determines the type of selected and the written version, as well as the ways of using the text depending on the specific version of the logo.
- Protective field and basic logo
This section describes the rules for using the space around the logo that cannot be violated. The protective field is the space around the logo, where text and other graphics should not be placed, so as not to impair the legibility of the logo and reduce its recognition. The base field, on the other hand, defines the distance between the logo and the edges of the documents. Protective and primary fields may be the same or occupy a different space.
- Scaling and minimum character sizes
The brand book should contain information about the minimum size of the mark, ensuring its full legibility. The rules should apply to both the basic version of the logo and the modification containing the claim, i.e. the brand slogan. Dimensions should be indicated in millimeters and pixels.
- Use on a variety of backgrounds
By default, the logo is placed on a white background as this guarantees the best legibility. In the case of using the sign on a black background or in a color similar to the color, one should follow the rules contained in this part of the brand book. The information concerns the use of the logo in a simplified version, usually monochrome or achromatic on a background with a specific color.
Unacceptable modifications to the logo
The last, but equally important part of the brand book is the description of unacceptable modifications to the logo, regarding possible changes in the colors of the signet, logotype, incorrect scaling, adding shadows and other transformations. The principles contained in this chapter ensure brand image consistency.
A brand book is usually limited to a logo only. However, sometimes it can also apply to other elements of visual identification. Remember that the clearer and broader you define your brand's visual language, the more consistent its image will be.
Why does your brand need a brand book?
Young brands easily lose control over their image. Not every subcontractor understands the essence and character of the brand. As a result, individual messages and visual elements presented in specific media channels may differ significantly from each other. This may lead to image crisiswhich may adversely affect the development of the brand. That is why it is so important to ensure consistency at the very beginning of the business, by defining consistent rules for using the most important element of the visual identity of the brand - that is, the logo.
A brand book is a kind of base for creating individual brand elements. According to research, maintaining consistency pays off. Moreover, consistency translates into the perception of the brand by recipients. As many as 60% customers assess the value of messages created by the brand solely on the basis of their colors. Investing in a brand book allows you to avoid inconsistencies colors and undoubtedly translates into increased interest of potential customers in the content published by the brand. This may ensure an annual increase in revenues by up to 20%.
How to prepare a brand book?
A brand book is more than a set of strict rules that distinguish a brand from its market competitors. The document introduces you to the world of the brand, shows its character and explains in detail where it came from and how its visual identification system should function. It's kind of a guide for people from marketers to marketers, advertisers, web designers and other professionals who create brand image outside.
The brand book facilitates the work of subcontractors, prevents many problems, and thus guarantees the consistency of the appearance and character of the brand. Therefore, it should be developed with the utmost care and full commitment. Preparation of the brand book and the whole branding brands should be entrusted to professionals. How branding what does an experienced branding agency do?
The help of a branding agency is invaluable in creating a brand
A brand book is the result of the process of creating a brand's visual identity, encompassing designing a logo, choice of colors and typefaces and other elements that make up the overall image. By entrusting all branding to one specialized company, you will ensure consistency and increase your chances of achieving market success.
Branding agency creates a new brand from A to Z. The company prepares a brand strategy and creates a visual identity, which is described in detail in the brand book. In addition, it can present the client with a website design, a schedule of activities in social media, product packaging designs, or advertising creations for various communication channels. Branding agency builds the brand image and sets out detailed rules that will help maintain this image at further stages of operation. People working in the agency have specialist knowledge. In addition, they use professional tools, which allows them to operate efficiently and effectively, while avoiding mistakes often made by novice entrepreneurs. What does it consist of? For example, copying visual elements from other brands, omitting the functionality of visual identification, or "excessive" creativity in creating branding.
Summary
A brand book is an essential tool for every company that wants to build a strong and recognizable brand. In the article, we discussed what exactly a brand book is and what elements it should contain, including the logo and the rules of its use. We also proved why a brand book is necessary for every brand and showed how it can be prepared. Thanks to careful development of the brand book, the company can effectively stand out on the market and build customer loyalty. Therefore, we encourage you to take action to create a consistent and effective brand book for your brand. Branding prepared by the agency is a guarantee of full professionalism and the highest quality!
Worth knowing:
Why is a brand book important for every company?
A brand book is the basis for coherent visual identification and brand communication, defining the rules for using the logo, colors, fonts and other graphic elements. Thanks to it, the company can build recognition and customer trust and maintain image consistency in various communication channels.
What are the main components of a brand book?
The brand book usually contains the basic and alternative versions of the logo, rules for its use and unacceptable modifications. In addition, it may also include guidelines for colors, fonts, tone of communication, as well as examples of use in various marketing materials.
How can a branding agency help in creating a brand book?
The branding agency has the knowledge and experience needed to professionally develop a brand book, taking into account the individual characteristics and goals of the brand. Thanks to cooperation with the agency, the company can be sure that its brand book will be comprehensive, consistent and will effectively support brand building on the market.