Logo – is that symbol meant to help the audience to identify the brand – it can be a motif (a graphic element), a string of letters that describe the brand name or both. A logo can have multiple colors or it can be monochrome.
Fonts (typeface) – a number of fonts that will be used on all materials, on all communication media (website, printed materials, social media) meant to illustrate the story of the brand. They have a major role. They manage to differentiate the brand and facilitate the communication.
Graphic motifs – besides the logo, a system with graphic motifs that help in brand differentiation can be built. The motifs will be used in all communication materials.
Colors – the brand must have a set of colors meant to build brand personality, to differentiate and be part in creating brand image.
Layouts – in this process a number of layouts must be created. They are meant to illustrate a unitary image: business cards layout, word, excel, power point documents layout, email signature layout etc.
Photos – setting a graphic system of using photos (layouts meant to differentiate and highlight the messages sent by a photo). It is also necessary to set a number of rules after which to take photos or to make a selection of stock photos (colors, atmosphere, elements etc.)
Style guide – document which clarifies all the elements above. It exemplifies for each of them how to use it and even how not to. This document will be used as an intern guide as well as for future suppliers, whether we refer to design or printed materials.