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Brand

What is Brand Book?

The rulebook covering a brand's logo, colour palette, typography, tone of voice and visual system.

Detailed definition

A brand book is a 30-100 page PDF or Notion document. Contents: logo variations and usage rules, the colour palette (HEX/RGB/CMYK/Pantone), typography (fonts and hierarchy), tone of voice (written style), photography style, iconography, packaging system. Essential for a new brand; for an existing brand it is produced at the point of a rebrand.

Examples

  • Signage and menu design across every branch of a restaurant chain is governed by the brand book.

Related terms

CRM (Customer Relationship Management) Customer relationship management software — tracking leads, customers, team activity and the sales pipeline. Server-Side GTM (Server-Side Tagging) Running tags from the server rather than the browser. The answer to privacy, performance and the death of third-party cookies. PWA (Progressive Web App) The modern web standard that makes a website run like an installable application. SEO (Search Engine Optimization) The discipline of increasing a website's organic (unpaid) visibility on Google and other search engines. GEO (Generative Engine Optimization) Next-generation optimisation that makes brands visible in the answers given by AI engines such as ChatGPT, Perplexity, Claude and Gemini.
From the same category

Other terms in the Brand category

Brand Positioning The clear position a brand takes in the target audience's mind, and where it differs from competitors.
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