Your logo looks one color on social media, another on the business card, and the sign uses a completely different font. Sound familiar? That's the most typical result of not having a brand book. A brand book is your brand's "user manual", and the bigger your business grows, the more you need it.
What is a brand book?
A brand book (also called brand guidelines) is a document that defines how your brand should look and speak. A designer, printer, social media manager or new employee should be able to open it and learn to use your brand correctly in a few minutes.
What goes into a brand book?
- Logo and its versions: primary, horizontal, vertical, symbol only, white and black versions.
- Clear space and minimum size: the empty area around the logo and its smallest size.
- Don'ts: examples of misuse such as stretching the logo, changing its color or adding a shadow.
- Color palette: primary and secondary colors with their HEX, RGB, CMYK and, if possible, Pantone codes.
- Typography: fonts for headings and body text, sizes and usage rules.
- Graphic elements: patterns, icons, photo style.
- Applications: business card, letterhead, email signature, social media posts, clothing and signage examples.
Why does a business need one?
1. You look the same everywhere
Customers recognize you through your website, Instagram, office sign and packaging. When the colors, fonts and style are the same everywhere, the brand is remembered faster and looks more serious.
2. It saves time and money
No more back-and-forth with a designer about "which color was it, which font was it" for every new material. You just send the brand book to the printer - done.
3. You keep control as the team grows
When a new social media manager, branch or partner joins, the brand doesn't fall apart. The rules are written down and the same for everyone.
Does every business need a full brand book?
No. For a small business, a short 5-10 page brand guide (logo, colors, fonts and core rules) is enough. A full brand book is recommended for businesses with several companies, branches or extensive advertising. For a group of companies, for example, a brand book shows that all companies belong to the same family.
Conclusion
If the logo is the face of a brand, the brand book is its character. Without it, even the best logo starts to look different in different hands over time. When ordering a brand identity, always ask whether a brand book is included in the price.