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 of a brand. It is a guide that encompasses the visual, verbal, and strategic guidelines that the brand uses to appear recognizable and consistent.
Key elements of a brandbook:
Brand mission, vision, and values - 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, protective area, allowed colors, variants for light and dark backgrounds. Also include examples of incorrect usage (e.g., stretching the logo, unauthorized colors, etc.).
Colors, typography, and visual guidelines - Visual consistency is key to recognizability. State the exact color values (HEX, RGB, CMYK), font names, and rules for their application. Include guidelines for iconography, illustrations, patterns, forms, and other design elements.
Examples of application on digital and printed materials - Theory is not enough - show how finished examples look: a social media post, a billboard, a business card, a website banner, or packaging. This helps everyone better transfer the brand into the real world.
What is a graphic standards book?
A graphic standards book is a part of the brandbook that focuses exclusively on visual identity. This is a technical document that gives designers and marketing teams clear guidelines for the correct use of all brand graphical elements.
What does a graphic standards book include:
Detailed rules for the logo (size, margins, background) - Defines how the logo should look in every situation - what is the minimum allowed size, 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 - Specifies the exact colors that identify the brand, along with all the technical values needed for consistent application in digital and printed materials.
Typography (fonts and usage) - Shows which fonts are used for headings, subheadings, 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-like, or documentary – and which illustrations are allowed.
Iconography and use 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 - such as distorted logos, improper 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 are working with an internal team or external partners, the brandbook ensures everyone “speaks the same language.”
3. Saving time and money
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
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 a 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?
Record this information precisely, without empty phrases. This is the foundation of everything that follows.
Develop the visual identity
The visual identity is the face of your brand. Hire a designer who will create:
The main logo + alternative variants (monochromatic, horizontal, icons)
The primary and secondary color palette with defined codes
Typography: fonts for headings, subheadings, 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 the 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 may be combined, and which may not?
How should an Instagram post look, 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 printed 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 tones of communication, new designs may appear. The brandbook must not remain “nailed down”:
Assign a person or team responsible for updates
Review the document every 6-12 months
Note errors 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 plan to seriously position your brand, this is the first step you must not skip.
The brandbook and graphic standards book are not luxuries - 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 trust with your audience, invest in a quality brandbook.