In the post-Soviet space, the term “brandbook” refers to a detailed description of the rules and recommendations for creating layouts of visual products with company symbols. The corporate style is understood as a set of all elements indicating belonging to the company. In creating a corporate image of the company there is no insignificant details, every millimeter and every nuance is taken into account. Any deviations, distortions and independent color solutions, which differ from those prescribed in the manual, are a violation of corporate identity. In brief, the brandbook – is a set of technical requirements for designers engaged in creating original layouts, as well as executors who implement the material realization of branded products.
What is a corporate brandbook and why do most developing companies need it?
In the past the term “brandbook” is understood as a detailed description of the rules and recommendations for creating layouts of visual products with company symbols. By corporate style is meant the corpus of all the elements, indicating belonging to a company. In creating a corporate image of the company there is no insignificant details, every millimeter and every nuance is taken into account. Any deviations, distortions and independent color solutions, which differ from those prescribed in the manual, are a violation of corporate identity. In brief, the brand book – is a set of technical requirements for designers engaged in creating original layouts, as well as executors, engaged in the material implementation of branded products.
The content of the brandbook depends on the characteristics and scale of the firm’s production. Brandbook is not regulated by State Standards and other generally accepted obligatory standards, it can be serious and laconic, like, for example, for large companies producing cars, or technical equipment, or designed in a playful form, like that of software for communication and video calls Skype.
But even in spite of this freedom in the design of the brandbook, there are certain compulsory standards. The simplest brandbook should contain:
- information about the brand colors, their combinations;
- The logo and its geometry;
- The logo, its text and colors;
- variations of the corporate background;
- information on basic and additional corporate fonts;
- examples of all sorts of branded products and advertising designs.
The brand book itself is also a polygraphic product, to a certain extent, an advertising product. It is also designed according to its own description. Brandbook layout is a time-consuming and responsible task, because the subsequent success of the company among potential clients and employees depends on its quality, so the creation of a brandbook, as a rule, do not save money and never entrust this task to amateurs.