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How to make a simple brand book

By Desiree Blue, UMSL Digital Student

A Brand Book is basically a set of guidelines that keeps your brand consistent. Brand Books includes the name, symbols, colors, and etc. that represents your organization. Every company should set aside time to create this book because your brand identifies who you are to the rest of the world. Also, every brand should always be consistent no matter who is representing your brand.  Below, you’ll find a simply outline of the 4 core items every branding guide should include to help build a stronger brand.

Brand Statement

A branding statement is a 2-3 sentence that communicates the fundamental of who you are and it reveals the mission of your business. 

Example:  Since 2005, XXX has established a strong brand Identity by offering YYY. We have earned the reputation of XYZ and our mission is to ZZZ

Brand Promise

A brand promise is a statement that states what your promises to your customers are. The easy way to compose this statement is to think adjectives that describe your company goals then explain how you will do that.

Example: Entertain – We showcase African choral composers by performing at concerts and programs. 


This is the most immediate representation of your company, staff, and brand. The logo is valuable and must be used consistently across platforms. Setting specification for your logo will be highly important to create a continuity of your brand. Below are examples of variations that you may create of your logo at the outset that you can may carry your branding across a variety of printed materials, advertising and digital platforms.


Screen Shot 2014-12-28 at 7.43.21 AMStandard Logo

This logo should be used:

1) On all print and digital documents (brochures, flyers, Facebook ads, posters, newsletter, PowerPoints, Prezi, etc.)   

2) By third parties with permission

 Screen Shot 2014-12-28 at 7.44.06 AMNon-color logo

This only should be used when color is prohibited.  Some print ads and sponsorship materials may require a non-color logo.


Edgeless LogoScreen Shot 2014-12-28 at 7.44.16 AM

This logo should only be used when there is no edge (promotional materials, the middle of a document or web page).

Horizontal LogoScreen Shot 2014-12-28 at 7.44.26 AM

The horizontal logo should ONLY be used in very small spaces such as on promotional pens to retain legibility.

Logo size specification example:

50 pixel: Email newsletters, web banner,

72 pixel: Web page

⅞”: post card, 8.5 x11” formats, PowerPoints

Brand Colors

Screen Shot 2014-12-28 at 7.44.38 AMHaving a core set of colors for your business helpful when making new designs for your company. You can always add more colors to your guidelines. You may wish to have your designer determine and provide your HEX, PMS and RGB colors to you at the time of creation for easy reference.

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