Brand Manual

Defined by “The Dictionary of Brand Design”, a Brand Manual is a document that articulates the parameters of the brand for members of the brand community; a standardized set of brand-building tools.

In other words, a brand documents gives details on how to use the visual components of the brand correctly. It is a growing document that differ from organization to organization. Some standard items that you may find in a manual are:

1. Brand philosophy
   Includes the purpose of the brand and brand basics.
2. Logo standards
   Details the logo color, typographic standards, spacing around the logo, minimum and maximum logo size as well as the do’s and dont’s of logo use.
3. Tagline application
   Includes how, when, and where the taglines should be used.
4. Brand Color Palette
   Approved colors that are used for web and print collateral are detailed.
5. Editorial and copy standards
   Official style, words, names of locations and similar information can be found in the editorial and copy standards.
6. Visual elements
   Visual elements include, fonts, types of photography, illustrations and other visual elements. The visual elements portion of a manual may also include the logo standards.
7. Web standards
   Web image needs are different than those of printing.  Web standards can include image optimization, linking, standard layouts for ads, etc. It is important that web standards and concerns are added to a manual.

The following are some of my favorite manuals:

1. Red Cross
2. United Way
3. U.S. AID
4. Rice University (online version)

Manuals can be as small as eight pages or as large as 100 pages.  It is really up to your organization and the goals you set with the branding team.  The brand manual is an opportunity to educate persons  about brand in general as well as the details of your specific brand. Don’t just create it, use it.

1. 

   Sandra Fernandez says:

   December 23, 2009 at 9:19 am

   Great intro to brand manuals. Will check out your suggested inspirations.