A company’s logo, whether created using an application like the Turbologo logo generator or designed by an interior design studio can’t be created without a brand book. The book on branding, also referred to as a book on brand identity is necessary to establish an unifying visual identity. With it, brands have all the rules to make use of the logo for marking various products and gadgets of the company. What’s in the book? Why is it important to create it?
Brand book with logo – what exactly is it?
Brand books are a collection of guidelines for logo use in various scenarios. A brand book is mostly used by third parties who are responsible for the printing of packaging for products leaflets, leaflets and business cards as well as the development of websites and advertisements. The guidelines in the document allow for the usage of the logo in printed or electronic material and improves the quality in the visual representation that the company.
It is therefore possible to say that the brand book is a guide for logos. It is written by the designer of the logo to ensure that others can apply it in the identical strict manner. This helps avoid mistakes like applying the incorrect color design for your logo, or unintentional flattening. Logos recreated according to the guidelines in the book is clearer and allows quick recognition of the brand’s people who are the target.
What are the elements that the logo book include?
Logo is:
- strictly specified color scheme with a strict color code;
- typography;
- Protection area and its proportions.
The following guidelines are a assurance your logo’s design will be utilized consistently regardless of the media it’s used on. The creation of a brand book is the next step to work on a logo. This is executed by professional graphic designers. With a brand book reproduction of the mark is simpler no matter the media used.
The book on the brand should contain information on the background and the origins of the emblem, its base version, alternate versions as well as the description of the logo’s style. Graphic designers also describe the colors and fonts used and the fundamental and protected field of the logo. The brand book also provides information on the size of the logo, its minimum dimensions, as well as the application of the logo to different backgrounds, as well as incompatible modifications. What’s in each of the mentioned sections of the branding book?
Logo construction
In this section the graphic designer explains the design of the logo. Usually, it is done with a grid of construction and stating its precise proportions. The logo can be composed of two or one element which are set side-by-side following specific guidelines. The trademark may comprise only a signet circle (the well-known Apple apple) or an emblemtype (the Coca-Cola wordmark) or comprise a signet ring as well as a logotype that is used in tandem (the WWF logo). It’s a second essential component of the brand book when it comes to having the trademark registered with the Patent Office.
The basic and alternative versions of the logo
The most basic version of the logo forms the main part of the brand book. The brand book shows it with a dark and light background. In general, there are two variations that the logo can be seen: vertical and horizontal. The vertical logo has the symbol which is a graphic representation, sits over the logotype, or the name. The horizontal variant the two elements are placed at equal height. The description of different designs of the logo, including information about the possibility to make use of the logo in conjunction with a slogan in Monochrome (one color) or achromatic version (shades of grey). If it is permissible to only use the logotype or signet, this information should appear in the branding book.
Typography and color scheme
The logo must be clearly defined in the color scheme that is used. This includes the colors of the logo and its font (typeface). The logo colors are displayed using the following sizes:
- CMYK;
- RGB;
- Pantone;
- ORACAL;
- RAL.
Based on the needs of the company, the brand book could include an explanation of each scale or a selection of them. A thorough explanation about what color design of the logo can be crucial when it comes to reproduction of the mark on different media, as it allows to keep the same logotype and signet colors no matter the circumstances of usage. The information about typography is based on the typeface that is chosen as well as its variations (e.g. bold or italic, etc.)) and the methods of usage based on the typeface’s logo.
Basic mark and protection field
The zone of protection is the area surrounding the logo, which should not be breached in any way. In this zone it is not permitted to include graphic or text because it could reduce the readability of the logo as well as its recognition by the intended audience. The protective area is utilized in both electronic and printed documents. Basic logo space can be useful to determine the space between logos and edges. Based on the particulars of the task the basic and protective fields may be the same or take up an entirely different area.
Acceptable minimum logo dimensions
Determining the minimal dimension of the logo’s size is essential due to the logo’s legibility. The logo must be easily identifiable, which this is the reason why the creator identifies the size (in millimeters or pixels) will allow for easy identification of the logo by those who receive it. Optic tests are based on the minimum dimensions needed for the standard design as well as a an option for a claim version, i.e. slogan.
The application of different background colors
The traditional logo is placed on a white background. However when you place it on a black background or a background that is similar to the logo’s color the logo frequently is rendered unreadable. To prevent this from happening simple variations of the logo can be designed typically monochromatic and anachromatic. The book on branding explains how to utilize each to enhance the legibility of the logotype and signet.
Unacceptable logo modification
The final section of the branding book is a brief description of any unacceptable changes in the design. It usually involves changing an element of the color design of the logotype and improper scaling or the addition of shadows. The chapter offers clear explanations of the ways in which using a logo could affect its readability and the consistency of the visual identity of an organization.
Brand book is a fundamental document used in the communications strategy
Brand book is an extensive document that is created either in printed or electronic version. Because of it, companies who are entering the market get the rules that govern their business which allow for the development of a consistent visual identity , and addressing the majority of questions regarding the use of logos. In a sense it’s an obvious continuation of the process of designing a logo and the execution. The decision to purchase a logo design without having a brand book is a poor choice because , sooner or later, there will be issues regarding the correct usage of the logo as well as brand recognition in the targeted audience.
