A brand book usually consists of three elements. The first is the ideological part, which describes the scope of the company, its mission, philosophy, development strategies, positioning and communication. The second element is the legal part, which governs copyright and related intellectual property rights in relation to brand elements. The third element is a guideline, a passport of standards.
Additional section of brand book – guideline
Most often, international companies try to separate the brand book and guideline because in different countries different elements of corporate identity may be applied and requirements for the design of printing materials vary. In addition, with the development of the brand, the importance of branding information increases significantly, which requires a more detailed description of the brand idea. However, the guideline may still be part of the brand book, especially in a small company.
Guideline greatly simplifies the problems of the marketing department that relate to the use of brand identity. Guideline allows you to unify all elements of the corporate identity and guarantees their attractiveness on different media. It includes such elements:
- Options for building a logo and its security zone, color, black and white and monochrome version.
- Description of brand constants (fonts, colors and color combinations, corporate block, etc.) with the rules for their scaling and application on different media.
- The principles of layout of slogans and their relative position with the logo.
- Rules for the design of text information.
- The principles of creating layouts for printing products or finished layouts.
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