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.