A Full Visual Brand Book (or brand style guide)

Arlin Vartanian

Starting at

2,500

About this service

Summary

I offer a comprehensive visual brand book that ensures consistency and clarity across all brand touchpoints. Drawing on my 20 years of experience in graphic design and branding, I craft detailed guidelines covering everything from logos, typography, and color palettes to imagery, packaging, and digital applications. My expertise in both print and digital design, combined with a deep understanding of branding from working with top agencies and startups, ensures a uniquely tailored and professional approach for every project.

Process

Discovery & Research

We start with a chat to dive into your brand’s mission, values, and what makes you unique.

I also look at your competitors and industry trends to make sure your brand truly stands out.

Audit & Review (if rebranding)

If you already have a brand, I review your existing materials to see what’s working and what might need a refresh.

Logo Development (if needed)

Whether creating a logo from scratch or refining your current one, I ensure it’s versatile and ready for all uses.

Building Your Visual Identity

I’ll create your color palette, typography, and other design elements like icons, patterns, and imagery styles.

Everything will align with your brand’s personality and vision.

Creating the Brand Book

I document all the rules and guidelines for your visual identity—logos, colors, typography, imagery, and more—written in a clear, easy-to-follow way.

Templates & Applications

To make your life easier, I design templates for things like social media posts, business cards, or presentations.

I also include mockups showing how your brand will look in action.

Feedback & Revisions

I’ll share the draft with you for feedback and work with you to tweak it until it’s just right.

Final Delivery

You’ll receive a polished brand book in an editable format (PDF and source files) along with all the assets you’ll need.

I’m here to help with any questions or guidance to make sure everything runs smoothly as you implement your new look.

FAQs

1. What is included in the brand book?
The brand book includes detailed guidelines for your logo, color palette, typography, imagery, and other visual elements. It also provides rules for how to use these elements consistently across all platforms, along with templates for social media, stationery, and other applications.
How long does it take to complete a brand book?
The timeline depends on the complexity of the project, but typically it takes 4-6 weeks. I’ll give you a clear schedule after our initial consultation.
How many revisions are included?
I include two rounds of revisions to ensure the brand book aligns perfectly with your vision. If additional changes are needed, we can discuss them based on the scope of work.
What format will I receive the brand book in?
You’ll receive the brand book in a high-quality PDF format, and I can also provide source files if needed. All assets like logos, fonts, and templates will be delivered in appropriate formats for both print and digital use.

What's included

1. Introduction
Brand Overview: A brief summary of the brand, its mission, vision, and values. Target Audience: A short description of the audience the brand aims to attract. Tone of Voice: Rules for how the brand communicates (formal, casual, playful, etc.).
2. Logo Guidelines
Primary Logo: The main version of the logo. Logo Variations: Alternative versions for different use cases (horizontal, vertical, monochrome, etc.). Clear Space & Sizing: Minimum size and spacing around the logo to ensure visibility. Incorrect Usage: Examples of what not to do with the logo.
3. Color Palette
Primary Colors: The main brand colors with HEX, RGB, CMYK, and Pantone codes. Secondary Colors: Additional colors for accents and flexibility. Usage Rules: How and when to use specific colors
4. Typography
Primary Typeface: The main font(s) used in headings, body text, etc. Secondary Typeface: Any additional fonts for special uses. Font Weights & Styles: Guidelines for bold, regular, etc.
5. Imagery & Photography
Image Style: Mood, tone, and type of images (e.g., candid, staged, minimalistic, vibrant). Filters & Effects: Specific editing guidelines or filters to apply to photos. Dos and Don’ts: Examples of appropriate and inappropriate imagery.
6. Iconography & Graphics
Icon Style: Consistent rules for icon creation or usage. Illustration Guidelines: Style, line weights, colors, and overall tone. Patterns & Textures: Any brand-specific decorative elements.
7. Brand Applications
Stationery Design: Examples of business cards, letterheads, and envelopes. Social Media Templates: How the brand is visually presented online. Packaging Guidelines: If applicable, rules for product packaging design. Web Guidelines: Specifics for UI/UX, like button styles, layouts, or interaction designs.
8. Additional Elements
Motion Graphics: If the brand includes animations, guidelines for movement, transitions, and timing. Signage Design: Rules for physical branding (e.g., outdoor banners, interior signage). Merchandising: Examples of branded items like clothing or promotional products.
9. Templates
Ready-to-use templates for presentations, reports, and social media posts.
10. Contact Information
Who to contact for questions about the brand guidelines (usually the design team or brand manager).