A brand identity manual, also known as a brand style guide or brand book, is a document that establishes guidelines and standards for the correct representation and application of a brand in different contexts and media.
Its main objective is to ensure the visual and communicative consistency of the brand, regardless of how it is used in various platforms, print, digital or marketing materials.

The brand identity manual provides detailed information on the visual and verbal elements that make up the brand identity. Some of the key elements that are typically included are as follows:

Definición de logotipo


The versions and possible variants of what will be the company’s image must be defined, as well as its dimensions and proportions, taking into account the minimum spaces and safety margins.

Colores para definir la marca


Primary and secondary colours are defined, taking into account exact specifications (Pantone, RGB, CMYK codes) so that the same shades are always displayed in the different formats.

Tipos de letra para la marca


As with colours, the main and secondary fonts, as well as the preferred sizes and styles and/or those adapted to the brand image, must be carefully defined and used in all formats.

Cómo queremos que nos vea el público


The type of photographs, graphics and illustrations should be defined and should be in line with the brand identity. It is important to develop distinctive patterns or graphic elements that make the brand stand out.

Adaptación de la imagen a los distintos medios publicitarios


Guidelines for use in print, digital media, social media, advertising, etc. are determined. Always in synergy with the brand image and without making structural changes to the design.

Aplicación de normas para un buen branding


Rules should be specified to avoid misuse or misinterpretation of the brand, as well as the necessary restrictions on colour combinations and/or manipulation of the logo.

These are some of the key elements to keep in mind, but we cannot forget about the tone and voice of the brand – formal, friendly communication, etc. – incorporating key messages and a style of writing that is in line with the company’s image. It is also important to have a history of updates where changes to the identity are recorded.


Ultimately, creating and following a brand identity manual is essential to ensure that the brand is presented in a consistent and professional manner in all interactions with the public. It also makes it easier for those working with the brand, such as designers, copywriters and marketers, by providing clear and consistent guidelines.

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