Brand book and graphic standards book: Why are they essential for every serious brand?
What is a brandbook?
A brandbook (or brand book) is a document that defines the identity and tone of communication for a brand. It is a guide that encompasses the visual, verbal, and strategic guidelines that the brand uses to be recognizable and consistent.
Key elements of a brandbook:
Mission, vision, and values of the brand - This is the heart of the brand. The mission defines why the brand exists, the vision shows where it wants to go, and the values describe what it believes in. These guidelines shape every decision and communication the brand has with the world.
Target audience and market position - A clear definition of who you are addressing is crucial for effective communication. Who are your customers? What are their needs, behaviors, and values? Additionally, the brand's position shows how you differentiate yourself from the competition and what place you occupy in the consumer's mind.
Tone and style of communication (brand voice) - The brand must "sound" the same regardless of the channel – whether it’s Instagram, the website, or a physical store. Is your tone professional, friendly, humorous, direct, or warm? Provide examples of how the brand writes, but also how it does not write.
Logo usage rules - Precisely define how the logo is used – minimum size, safe zone, allowed colors, variations for light and dark backgrounds. Include examples of incorrect usage (e.g., stretching the logo, unauthorized colors, etc.).
Colors, typography, and visual guidelines - Visual consistency is key for recognizability. Specify the exact color values (HEX, RGB, CMYK), font names, and rules for their application. Include guidelines for iconography, illustrations, forms, shapes, and other design elements.
Examples of application in digital and printed materials - Theory is not enough – showcase what finished examples look like: social media posts, billboards, business cards, website banners, or packaging. This helps everyone transfer the brand into the real world more easily.
What is a graphic standards book?
A graphic standards book is part of the brandbook that focuses exclusively on visual identity. This is a technical document that provides designers and marketing teams with clear guidelines for the proper use of all graphic elements of the brand.
What does a graphic standards book contain:
Detailed logo rules (size, margins, background) - Defines how the logo should look in every situation – what the minimum allowed size is, how much space must surround it, and on which backgrounds it may or may not be used.
Primary and secondary colors with HEX, CMYK, and RGB codes - Lists the exact colors that identify the brand, along with all necessary technical values for consistent application in digital and printed materials.
Typography (fonts and usage) - Displays which fonts are used for titles, subtitles, and body text, as well as rules for spacing, sizes, and styles (bold, italic, all caps...).
Style of photography and illustrations - Describes the visual tone of the brand through examples of photographs – whether they are bright, authentic, studio-like, or documentary – and what illustrations are allowed.
Iconography and usage of graphic elements - Provides guidelines for designing and using icons, arrows, frames, and other visual details that complement the main design.
Examples of correct and incorrect usage - Visually shows what is allowed and what should be avoided – like distorted logos, improper color arrangements, or poor contrast.
Why are they important?
Without a brandbook and graphic standards book, the brand loses consistency. And consistency is what builds trust and recognizability with the audience.
1. Professional presentation
When all materials look uniform – from the website to the Instagram post – the brand appears serious and professional.
2. Easier collaboration with teams and agencies
Whether you are working with an internal team or external partners, the brandbook ensures that everyone "speaks the same language".
3. Time and money savings
Instead of explaining to the designer how a poster or post should look every time, simply send the standards book.
4. Building a strong identity
The brand is not just a logo – it is the experience that people have with you. And that experience must be clear, consistent, and authentic.
How to create a brandbook?
If you are starting from scratch, it is best to hire a branding expert or design agency. However, even if you are working on your own, it is important to understand the essence of each step. A brandbook is not just a document – it is a strategic tool that helps your brand communicate clearly, professionally, and consistently.
Define the core values and messages of the brand
Start from the essence – who you are as a brand and what you represent:
What is your mission and vision?
What are your brand principles and values?
Who is your target audience and what problems do you solve for them?
What is your unique position in the market?
Write down this information precisely, without empty phrases. This is the foundation of everything that comes afterward.
Develop the visual identity
The visual identity is the face of your brand. Hire a designer to create:
The main logo + alternative variants (monochrome, horizontal, icons)
The primary and secondary color palette with defined codes
The typography: fonts for titles, subtitles, and body text
The style of visuals, illustrations, icons, and photographs
All these elements should be carefully documented with examples of how (and how not) to use them.
Write all guidelines clearly and concretely
The brandbook must be usable, not a philosophical essay. Use simple language and include visual examples:
How is the logo used on light and dark backgrounds?
Which colors can be combined, and which cannot?
What should an Instagram post look like, and how should an email signature look?
The goal is for a designer, copywriter, or collaborator to be able to use your brand without additional explanations.
Adapt the brandbook for digital and print formats
The brandbook should function in practice:
Create a PDF version that is easy to share
Create an internal online version (Google Docs, Notion, Figma...)
If necessary, create short guides for specific teams: e.g. "Social media brand guide" or "Design guide for print"
Regularly update it
The brand grows. New products, new tone of communication, new design can come up. The brandbook must not remain "stuck":
Assign a person or team responsible for updates
Review the document every 6–12 months
Document mistakes and feedback received from practice and incorporate them into the new version
Branding without clear rules is like a city without streets – everyone goes their own way. A good brandbook and graphic standards book ensure consistency, save time, and build recognizability. If you intend to seriously position your brand, this is the first step you must not skip.
A brandbook and graphic standards book are not a luxury – they are the foundation of every serious brand. Without them, communication becomes chaotic, and the brand unrecognizable. If you want to leave a strong, professional impression and build audience trust, invest in a quality brandbook.