Brand books come handy when creating an impression on your customers or company investors. It is the sum total of everything your brand or company is associated with, from your company logo to customer services to your product quality. As a brand manager, you need to cover all touchpoints and direct what message your brand books need to convey to your customer. Even if you’re new to brand books, you can always follow some tips to create the best one for your company. You also need to know what are the trending techniques that other brands are using for their brand books.
To make it easier for you, we have made a list of the four most amazing brand books that will encourage you with new ideas and concepts for what fonts to use, colour psychology, logos, inspirations, brand message, philosophies, and a lot more.
The first to make it to this list is the sub-brand of Nike, their football brand. Nike gives so much importance to its football equipment that it has its own brand manual. The brand book creates an impact on the reader from the very first page. The title page immediately introduces the theme of the brand with large, block, all-capital words. The font is such that the words are standing boldly against a background image of some football players who are celebrating a glorious win. The image emits the wild exuberance of the moment. To continue with the idea of being bold as a brand, the lettering of the ‘Contents’ page hyphenates the word in the middle like this, ‘CON-TENTS’. This is to signify that the brand is so strong that it cannot be contained in a single line.
Digging deep into the brand book, we find some more similar symbolistic fonts. They have also used wordplay where instead of using the word ‘brand identity’, ‘brand guidelines’, or ‘design rules’, they have used ‘DESIGN COMMANDMENTS’. This was intentional to match their brand slogan: ‘BE BIG, EXPRESSIVE, UNAPOLOGETIC.’ The name of their colour palette used for their brand books? ‘GRITTY’ and ‘RUTHLESS’.
There isn’t a single page in the brand book without the image of a footballer screaming through the pain and sweat-soaked hair. This makes their brand book highly emotive and effective for viewers.
Here’s the link to the complete brand book: https://issuu.com/logobr/docs/brandbook_nikefootball
Moving on with a huge leap from Nike Football’s brutal branding guidelines, Skype is more subtle, minimalistic, and clever. Skype’s brand books are tad bit whimsical but every bit as controlling. The content copy in their brand books is pleasant and affable, but doesn’t water down the brand’s seriousness in any way. The message they convey to the customers seems like it has some grin to it: “We’re not a rules and regulations kind of company, nonetheless here are some examples of what we think is cool and what should be punishable by a red-hot poker to the buttocks.”
Now, that message definitely has a smug to it where viewers or visitors have a slight smile on their faces while reading it. While other brand books are rife with vivid photographs, Skype focuses primarily on type and imagery. The brand book also has a complete section about how to draw clouds, if the already existing cloud-like logo is chosen not to be used.
Overall, Skype’s branding guidelines spark a dream-like, positive user experience; one that is controlling but gives permission for play. The colour and the lightness of the shade gives a happy, bright, yet playful feel to the overall brand image for Skype.
Here’s the link to the complete brand book: https://www.umt.edu/web/marketing/skype-brand.pdf
Since Google is a large company, this is just a review of the branding guidelines of the new Google Logotype, the Dots, along with the Google G. This new logotype is in the font Sans Serif that is imbued with simplicity for a minimalistic appearance. The new logotype is mathematical, like an ode to geometry. This was designed to not only give new brand aesthetics but to scale up-down across many platforms – a problem the previous logo struggled with!
The Google G is a circle with a small cut out with a reformed horizontal line. This was designed for small applications where the entire logotype wouldn’t be visible. But this G has been made similar to the logotype in many ways. The G is essentially the new ‘G’ from Google but with bolder line weight. The G has all the colours that the word ‘Google’ has, making it recognisable in just a glance.
Finally, the Dots were introduced which is referred by them as ‘a dynamic and perpetually moving logo.’ The Dots gently roll awaiting a command, expand when being spoken to, form a turning circle when thinking, and so on. The four dots have the same colours as the colour scheme of the logotype and the Google G: blue, yellow, green, and red.
Here’s the link to the complete brand book: https://design.google.com/articles/evolving-the-google-identity/
All the video gamers will know Alienware by its gaming-friendly computers and laptops, while the rest of the world knows how aesthetically sleek Alienware is. The company has divided its brand style and branding guidelines into four basic parts: design, voice, partner, and photography. In the partner section, the brand book describes how Alienware interacts with partner brands, like Star Wars.
Here’s the link to the complete brand book: https://issuu.com/design.st.ch/docs/alienware_brand_guide_2016_pages
Hopefully, these four detailed examples inspire you to think about what brand books do for companies. You may find the idea of a brand book restrictive and overwhelming at first. But you could always hire a printing company to help you with good graphics for your brand book creations. Why outsource? It is these awesome brand books that tell a story to your customers and create a character for your company.