Brand book and graphic standards book: Why are they essential for every serious brand?

What is a brandbook?

A brandbook (or brand guide) is a document that defines the identity and tone of communication of 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 key to effective communication. Who are your customers? What are their needs, behaviors, and values? Additionally, the brand's position shows how you differentiate from the competition and what place you occupy in consumers' minds.

• Tone and style of communication (brand voice) - The brand must “sound” the same regardless of the channel – whether it's Instagram, a 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 guidelines - Precisely define how the logo is used – minimum size, protection zone, allowed colors, alternatives 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 crucial for recognizability. Specify the exact color values (HEX, RGB, CMYK), font names, and rules for their application. Include guidelines for iconography, illustrations, patterns, shapes, and other design elements.

• Examples of application on digital and printed materials - Theory is not enough – show what finished examples look like: a social media post, billboard, business card, website banner, or packaging. This helps everyone convey the brand in the real world more easily.

What is a graphic standards book?

A graphic standards book is a part of the brandbook that focuses exclusively on the visual identity. This is a technical document that provides designers and marketing teams with clear guidelines for the proper use of all brand graphic elements.

What the graphic standards book contains:

• 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 can or cannot be used.

• Primary and secondary colors with HEX, CMYK, and RGB codes - Specifies the exact colors that identify the brand, along with all technical values needed 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 photographs and illustrations - Describes the visual tone of the brand through examples of photographs – whether they are bright, authentic, studio or documentary-style – and which illustrations are permitted.

• Iconography and use of graphic elements - Provides guidelines for the design and use of icons, arrows, frames, and other visual details that complement the main design.

• Examples of correct and incorrect usage - Visually displays what is allowed and what should be avoided – such as distorted logos, incorrect color arrangements, or poor contrast.

Why are they important?

Without a brandbook and graphic standards book, a 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're working with an internal team or external partners, the brandbook ensures that everyone “speaks the same language”.

3. Saving time and money

Instead of explaining to the designer each time how a poster or post should look, simply send the standards book.

4. Building a strong identity

A brand is not just a logo – it is the experience 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 alone, 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 accurately, without empty phrases. This is the foundation of everything that follows.

Develop a visual identity

The visual identity is the face of your brand. Engage a designer who will create:

• Main logo + alternative variations (monochrome, horizontal, icons)

• Primary and secondary color palettes with defined codes

• Typography: fonts for titles, subtitles, and body text

• Visual style, illustrations, icons, and photography

All of these elements should be carefully documented with examples of how (and how not) to use them.

Write all guidelines clearly and concretely

A 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 about an email signature?

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 easily shareable

• Create an internal online version (Google Docs, Notion, Figma...)

• If needed, 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 tones of communication, and new designs may emerge. The brandbook must not remain “fixed”:

• Appoint a person or team responsible for updates

• Review the document every 6–12 months

• Note any errors and comments you receive from practice, and include them in 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 plan 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 any serious brand. Without them, communication becomes chaotic, and the brand unrecognizable. If you want to make a strong, professional impression and build audience trust, invest in a quality brandbook.