Brand

Book

This brand book example gives you a better overview for what is necessary to
maintain brand consistency. By answering the following questions you’ll find
everything you need to share within the company.

Also, a brand book is a “living” document, it’s ever changing. By using a brand
book and following a brand book, you will know what you forgot to write down.
Documentation is key.
2 3

Introduction
Tell something about
your brand.
What do you want to
communicate?
How do you want others to
perceive your brand?
What is your message and
how is your tone of voice?
Be concise and clear.
4 5

Logo Concept

Explain the core of your logo.

Show your logo and Why are certain design choices

made and how did the logo come
together?
how to use it properly Variations

Logo concept What are variations of the logo?

Or what is NOT-DONE?

Logo variations Remember that consistency is

very important. Make sure that
the use of variations is clear.

Logo construction
and clear space
Logo application
Correct logo Symbol

placement Does your brand have a symbol.

Show it here and explain how it
came about.
 6 7

Construction & Clearspace

Show how your logo is

constructed and how people
should treat it.

Application and Placement

How should your logo be used on

pages or on the web.
8 9

Fonts Main
Show your font and
how to use it properly Name of your Font

You’ve chosen your main font for a reason, readibility, strongness,

Main font empowerment. Tell something about it. Are all the weights of the font family
available?

Secondary font Where do you want people to use this font, and where is the use of this font
prohibited?

Other uses
GT Wa l s h e i m B o l d
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1 2 3 4 5 6 7 8 9 0 ? ! * + ( . ,)

GT Wa l s h e i m R e g u l a r
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1 2 3 4 5 6 7 8 9 0 ? ! * + ( . ,)

GT Wa l s h e i m M e d i u m O b l i q u e
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1 2 3 4 5 6 7 8 9 0 ? ! * + ( . ,)
 10 11

Secondary

Light
Name of your Font

Your secondary font is to complement your main font. Tell something about it.
Are all the weights of the font family available?

Regular
B r a n d o n Te x t B l a c k
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890?!*+(.,)

B r a n d o n Te x t L i g h t I t a l i c

Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890?!*+(.,)

Other uses Bold

Is there another font available to use? Most e-mail services can’t support
special fonts. Try to incorporate a font for e-mailing to make sure that all of
your communications are set in stone. Italic
12 13

Primary colors
Colors An important part of your brand identity is the consistent use of the brand colors.
With consistent use in the right proportions of these colors, the brand remains
recognisable.
Show your colors Describe how people should use the brand color. Name all the different codes for

and how to use them

print and screen to make sure they’re used correctly.

properly PANTONE
2394 C PANTONE
2394 C
The primary colors Mention where to use your
primary colors, and where not

The secondary colors PANTONE

2394 C
C80 M50 Y0 K0
R5 G130 B240

PANTONE
Black 6 C
PANTONE
Does your color palette have
Black 6 C
some supporting colors, show
them and how to use them.

PANTONE
Black 6 C
C90 M80 Y60 K90
R2 G2 B3
14 15

Secondary colors
The Color System Color is a great identifier: sport teams, airlines, and tech companies “own” colors
that are instantly recognizable and represent who they are.

can be used to By understanding this principle you could use color to influence the way people
think about your company, and build strong associations with your brand and

create a color products.

theme that reflects

Also think and describe other ways people could use color.
For instance: The use of gradients.

your brand or style. Ocean Green

#64BE96

Orange

#F58C41

Red Coral

#F05A37
16 17

Design
What is the design like?

Design For example: what is the styling of the

design, what are the key components to its

Photography
design?

What rules have you set for different

publications? For instance: Logo placement,

Social Media header styling.

Show some examples of your

Email
publications for inspiration and
reference!

Merchandise
Presentation Business card

What is mandatory on your business cards?

Some examples: name, job, phone number,
email.
18 19

Photography Social Media

What kind of post are used on the social media channels?
For example: How many times a week, what is the message you’re sharing, what
type of posts (activation, lead generation, awareness), styling of the images.

Show and tell how people should use the company’s social media.
What is your tone of voice?
What kind of graphics / image do you want to use?
Is the use of the logo in every image necessary?

Visualization

Put some examples and best practices in here!

For internal and external use, make sure that
everyone is on the same page.

What is the focus and feeling

of the photographs?

For example: Only black and

white photos, use a certain
filter, what should an external
photographer know before taking
photos?
20 21

Email Presentation
What are the guidelines for What is important to show in your
emailing? Hello, presentation?
What a fine piece of copy do you have on your
For example: Do you say “Hi“ or latest ad! For example: Sales deck, internal
“Dear”, formal or informal. presentation, external presentation,
styling, company’s introduction.
Write which font people should use
and what size. Use a font that’s
universal on all devices for optimal
reading.

Show your email signature and Proportion

Mr oh winding it enjoyed by between. The servants securing material goodness her. Saw principles
themselves ten are possession. So endeavor to continue cheerful doubtful we to. Turned advice the
set vanity why mutual. Reasonably if conviction on be unsatiable discretion apartments delightful.

how to get one!

Mr oh winding it enjoyed by between. The servants securing material goodness her. Saw principles
hemselves ten are possession. So endeavor to continue.

Are you using email templates? For

example: Newletters, outbound.

Merchandise
Proportion
Mr oh winding it enjoyed by Mr oh winding it enjoyed by Mr oh winding it enjoyed by
between. The servants securing between. The servants securing between. The servants securing
material goodness her. Saw princi material goodness her. Saw princi material goodness her. Saw princi
ples themselves ten are possessio ples themselves ten are possessio ples themselves ten are possessio
n. So endeavor to continue cheerf n. So endeavor to continue cheerf n. So endeavor to continue cheerf
ul doubtful we to. Turned advice t ul doubtful we to. Turned advice t ul doubtful we to. Turned advice t
he et vanity why mutual. Reason he et vanity why mutual. Reason he et vanity why mutual. Reason
bly if conviction on be unsatiable bly if conviction on be unsatiable bly if conviction on be unsatiable
discretion apartments delightful. discretion apartments delightful. discretion apartments delightful.
Mr oh winding. it enjoyed by Mr oh winding. it enjoyed by Mr oh winding. it enjoyed by
between. The servants securing between. The servants securing between. The servants securing
material goodness her. Saw princi material goodness her. Saw princi material goodness her. Saw princi
ples themselves ten are possessio ples themselves ten are possessio ples themselves ten are possessio
n. So endeavor to continue cheerf n. So endeavor to continue cheerf n. So endeavor to continue cheerf
ul doubtful we to. Turned advice t ul doubtful we to. Turned advice t ul doubtful we to. Turned advice t
he et vanity why mutual. Reason he et vanity why mutual. Reason he et vanity why mutual. Reason
bly. bly. bly.
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