Logo – this is the symbol meant to help the public identify the brand. It can take the form of a motif (a graphic element), a sequence of letters representing the brand name, or a combination of both. A logo may use multiple colors or be monochrome. More about logos can be found on the dedicated page.

Fonts (typeface) – a suite of fonts that will be used across all materials and communication channels (website, printed materials, social media), designed to illustrate the brand story. They play a major role, helping differentiate the brand and facilitate communication.

Graphic motifs – in addition to the logo, a system of graphic motifs can be created to help differentiate the brand. These will be used across all communication materials.

Colors – the brand must have a set of colors that build its personality, ensure differentiation, and contribute to shaping the brand’s overall image.

Layouts – in this process, a series of layouts must be developed to illustrate a unified visual image: layouts for business cards, Word documents, Excel documents, PowerPoint presentations, email signatures, etc. All communication must be consistent in order to strengthen the brand.

Photography – defining a graphic system for the use of photography (layouts designed to differentiate and highlight the messages communicated through images). Additionally, a set of rules must be established for how photographs should be taken or how stock photos should be selected (colors, atmosphere, included elements, etc.).

Style guide – a document that clarifies all of the elements above. It explains how each one should be used and even how it should notbe used. This document will serve as an internal guide, as well as for future suppliers, whether in design or print production.