Introduction
Brief history of the company
Mission, values, positioning
Logo
Main version of the logo
Alternative versions (monochrome, inverse, vertical/horizontal)
Minimum margins and sizes
Prohibited usage options
Brand colors
Main colors (HEX, RGB, CMYK)
Additional colors for accents
Use of colors in different environments (print, web, social media)
Fonts
Main font for headings
Font for texts
Examples of usage (documents, presentations, websites)
Visual elements
Icons, patterns, graphic elements
Style of photographs and illustrations
Examples of application in marketing materials
Brand communication style
Company tone of voice (formal, friendly, expert)
Examples of texts for social media, web, advertising materials
Rules for using the logo and slogan on documents
Examples of application
Business cards, letterheads, envelopes
Brand templates for presentations
Printed and digital materials
Branding of equipment and special transport
4. Format and requirements
Brand book format: PDF + individual files for graphics (AI, EPS, PNG)
Graphic resolution: for print – 300 dpi, for web – 72 dpi
Clear structure and navigation for easy use
Ability to update individual elements in the future
5. Deadline
Sketches: 5–7 working days
First version of the brand book: 10–14 working days
Final version: 18–21 working days
6. Additional requirements
Approval of all concepts before finalization
All fonts and graphics must be licensed or free for commercial use
Ensure adaptability of elements for different platforms (print, social media, website, equipment)