BRAND BOOK

Essential Components of a Brand Book

1. Brand Overview

Mission Statement
Vision Statement
Core Values
Brand Personality (e.g., friendly, professional, bold, innovative)
Tone of Voice (e.g., casual, formal, inspiring)

2. Logo Usage Guidelines

Primary and secondary logos
Clear space rules
Minimum size
Proper and improper usage examples
Logo on light and dark backgrounds

3. Color Palette

Primary colors (with HEX, RGB, CMYK codes)
Secondary/supporting colors
When and how to use each color

4. Typography

Brand fonts (headings, subheadings, body text)
Font styles, weights, sizes
Web-safe alternatives

5. Imagery Guidelines

Photography style (e.g., natural, candid, studio-lit)
Icon style
Illustration types (if applicable)
Usage do’s and don’ts

6. Graphic Elements

Brand shapes, textures, or patterns
Background treatments
Border or frame styles

7. Stationery and Collateral Examples

Business cards
Letterhead
Social media templates
Email signature
Merchandise/mockups (shirts, bags, etc.)

8. Voice and Messaging

Tagline or slogan
Example phrases and copywriting tone
Words to use or avoid

9. Digital Guidelines

Social media branding rules
Website look and feel
App or UI/UX tone, if applicable

Optional Add-Ons

Brand Strategy Summary (Positioning, Target Market, Value Proposition)
Brand Moodboard (Visual direction)
Animation/Video logo usage guidelines
Brand Implementation Checklist

File Formats Delivered

PDF (printable)
PowerPoint / Google Slides (editable version)
PNG/JPG versions of logo assets
Typography and color swatch files (if requested)