Logo – is that symbol meant to help the public identify the brand – it can exist in the form of a motif (a graphic element), a string of letters that describe the brand name, or made up of both elements. A logo can have several colors, or it can be monochromatic. More about the logo is on the dedicated page.

Fonts (typeface) – a suite of fonts, which will be used on all materials, in all communication media (website, printed materials, social media) intended to illustrate the brand’s story. They have a very big role, they manage to differentiate the brand and facilitate communication.

Graphic motifs – besides the logo, you can build a system of graphic motifs with a role in differentiating the brand. They will be taken over in all communication materials.

Colors – the brand must have a set of colors intended to build – the brand personality, differentiate and participate in the creation of the brand image.

Layouts – in this process, a series of layouts designed to illustrate a unified image must be thought of: layout of business cards, Word, Excel, PowerPoint documents, email signature, etc. All communication must be unified, to strengthen the brand.

Photos – establishing a graphic system for the use of photographs (layouts designed to differentiate and highlight the messages transmitted through photography). Also, it is necessary to establish a set of rules according to which to photograph or to make the selection of stock photos (colors, atmosphere, contained elements, etc.).

Style guide – a document that clarifies all the above elements. Illustrate for each one how it is used and even how it is not used. This document will be used as an internal guide, as well as for future suppliers, whether we refer to design or printed materials.