Brandbook and corporate identity design

Brandbook and corporate identity are united by identity. Identity is the integral visual shell of the brand. Which combines the entire set of graphic objects that form the visual shell of the brand. It is she who distinguishes a company, product or service from similar offers of competitors, forms an image for consumers and partners.


What's it?

A brandbook is an official document of a company that describes the brand concept, brand attributes, target audience, company positioning and other data that guides the marketing department and business leaders to build communication with consumers and the development of the company as a whole.

In addition, the brandbook contains a complete guide to corporate identity, which includes a detailed description of the use of each corporate element on various media, both advertising and corporate.

What does a brandbook consist of?


Brand ideology

Vision, mission, values, philosophy and mood of the brand. In this section, you can include the mission, vision and everything that conveys the mood of the company.


Corporate identity

This part of the brandbook is called the guideline, and designers often use it to take into account all the rules when making up online and offline elements.


Portrait of the target audience

Description of portraits of the main customers, description and solution of their problems with the product.



It can be corporate products, documents and all those layouts that are used in the company. Everything that is issued within the company is added to this section.

The brandbook systematizes information about the company, which allows employees and other interested parties to quickly find the necessary information about it. Thanks to the brandbook, each team member has an idea of the main mission, standards and values of the company.

The brandbook is also delivered to the media, freelancers and outsourcing agencies when working together on projects. This approach helps to create a dynamic corporate culture and convey the company's mission and goals to each employee.

What does the corporate identity consist of?


It describes in detail the origin and meaning of the company name, as well as additional grammatical features.


This section includes the logo and all its variants. The nuances of how it will look on a different background and in different situations are taken into account. And also includes different versions.


Here is an example of the fonts used by the brand, their sizes and typefaces. It is important to specify which fonts are used and in which situations. Examples of texts with a title, subheadings and a quote are given.

Color scheme

This section shows the main and additional colors, with examples of their use. The proportions of the use of color are specified. Next to each color sample, its name and values in different color systems are written.


It specifies which illustrations can be used in the company, prescribes the rules for each category and the principles of choosing photos.

Brand symbols and icons

Rules for their use, stylistics, examples for infographics and other data visualization methods.

Web Elements

All elements that are used in the company's web resources are designed. Buttons, menus, header and footer of blog posts should also match the style of your company.


These are blanks of photos of mobile devices or souvenirs on which your design can be used. Mockups for presentations, illustrations in social networks and on the website will always be shown on the screen of the same device.


Why do I need a visual style?

Creating clear visual style guidelines helps make your brand more recognizable. They are a key tool that ensures consistency in brand communication.

Brands can evolve and change over time and without them, but some changes can harm the reputation of the company.

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