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 series of letters that describe the brand name, or formed from both elements. A logo can have multiple colors, or it can be single-color. 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 built to differentiate the brand. These will be included in 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 designed to illustrate a unified image: layout of business cards, Word, Excel, Power Point documents, email signatures, etc. All communication must be unified 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 – document that clarifies all the above elements. It exemplifies for each how to use it and even how not to use it. This document will be used as an internal guide, as well as for future suppliers, whether we are referring to design or printed materials.