← All charts
Advertising and media
What a practical brand book should contain
| Section | What to include | Common mistake |
|---|---|---|
| Brand foundation | Purpose, positioning, audience, personality traits | Leaving it out, so designers have to guess the "why" |
| Tone of voice | Traits, do and don't examples, rules for each language | Writing rules in one language only |
| Logo | Versions, minimum size, clear space, incorrect uses | Showing only the ideal version on white |
| Colour | Exact print and screen values, proportions | Giving screen colours only, so print looks different |
| Typography | Font families, hierarchy, licences, alphabet support | Fonts without ə, ğ, ş or Cyrillic letters |
| Imagery | Photo and illustration style, AI image rules, examples | Mood words without example images |
| Templates and files | Logo files, layouts for documents, slides and social media | No source files, so everyone rebuilds from scratch |
| Section | What to include | Common mistake |
|---|---|---|
| Brand foundation | Purpose, positioning, audience, personality traits | Leaving it out, so designers have to guess the "why" |
| Tone of voice | Traits, do and don't examples, rules for each language | Writing rules in one language only |
| Logo | Versions, minimum size, clear space, incorrect uses | Showing only the ideal version on white |
| Colour | Exact print and screen values, proportions | Giving screen colours only, so print looks different |
| Typography | Font families, hierarchy, licences, alphabet support | Fonts without ə, ğ, ş or Cyrillic letters |
| Imagery | Photo and illustration style, AI image rules, examples | Mood words without example images |
| Templates and files | Logo files, layouts for documents, slides and social media | No source files, so everyone rebuilds from scratch |