brandbook

A brandbook, also called a brand book or brand guidelines, is a comprehensive document that codifies an organization’s brand identity and provides instructions for its consistent application across communications and channels. It serves as an authoritative reference for employees, agencies, and partners to ensure uniform representation of the brand in all materials and touchpoints.

Typical components include logo usage guidelines (clear space, minimum size, correct and incorrect applications), color systems (primary and secondary palettes with CMYK, RGB, and hex values), typography (typefaces, hierarchy, and usage rules), imagery and graphic style (photography, illustration, iconography), and layout foundations such as grids and templates. The brandbook also covers voice and messaging, detailing tone of voice, key messages, audience personas, and storytelling guidelines to ensure consistent written communication.

Legal and governance sections address trademark and copyright considerations, approved assets, naming conventions, and the approval process for new materials. Practical delivery specifications for digital and print, file formats, and asset management are often included. The document typically identifies responsible owners, versioning, and how updates are communicated.

Audience and distribution focus on internal teams and external partners, with access provided through intranets, digital asset management systems, or shared drives. The brandbook acts as a living reference that translates brand strategy into actionable rules, ensuring coherence across campaigns, products, and channels. The extent of detail can vary, ranging from concise guidelines to a full brand manual.