What is a brand book?

A brand book is a document that sets specific guidelines for perpetuating brand identity in all external and internal communications. Combining the elements of branding and visual identity, it becomes a guide that describes the image of the brand, its mission, vision, raison d'être, while pointing out its visual representations - through logos, icons, color palettes, etc.

Every successful brand book should include, as a rule:

• Brand name
• Outline of the brand story, ethos, and purpose/mission
• Brand logo, its variations
• Icons
• Color scheme
• Fonts, sizes, and style variations
• Images that reflect the brand and give examples as to what images can be used in the marketing strategy of the brand.
• Brand’s communication style.