How can you keep your brand at the heart of your business?
Brand Book
A brand book (also visual identity guidelines, brand manual, style guide) is a document that details a company's visual identity, along with rules and guidelines for any public-facing communications.


Brand guides set forth rules for (and how to use) logo design system, typeface/font, color palette, pattern/style, layout composition/imagery, illustrations, icons, and tone, along with the brand's mission, vision statement, positioning, and values.
Brand Book
A brand book contain everything a company's colleagues, partners, and audiences need to know about the brand. It includes all respective elements aligned with a brand's ideal look and feel.

Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Pattern/Style
Layout Composition/Imagery
Graphics, Illustrations, Icons
Vehicle
Website and SM
Voice/Tone
Do's & Don'ts, and anything else that your brand uses
Challenge
You can imagine a colleague joining your team and needing to use a particular font or place the company logo in a specific position. With the brand book, your colleagues will know exactly what to apply, your marketing team will know what tone of voice to use, and your management team will know exactly what to do or not to do.

Without a set of established rules, everyone within your company can make and present whatever they think might fit; as a result, they will express their own personality rather than show the brand's identity.

Changing the company's design style or communication approach will make the brand look and feel confusing; distorting messages may result in long-term damage to the brand's value or reputation; the brand's identity and credibility will be diluted.
Solution
There are two main reasons for having a brand book: consistency and personalization.

Defining your brand guidelines will help you make sure that every segment from your company follows guidelines co-agreed by the brand consultant, brand department and main directive board.

Every marketing campaign, communication, product and service relies on brand books.
Why brand books are important:
· Providing a clear picture and message of your brand
· The standardization of the usage process of corporate identity elements
· Systematization of brand information and guidelines into one document
· Maintaining consistency for the brand
· Sharing the vision and mission of the brand with employees, partners, and audiences
· Increasing the effectiveness of marketing activities and campaigns
· Assisting in building the image and reputation of the brand

Case Study
Holtmann Since 195O

Two images, a common message, more market share.

Holtmann (Holtmann GmbH & Co. KG) is one of the leading service provider for trade fair and event in Germany. Holtmann was able to change the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.

In 2018, as Holtmann (Holtmann GmbH & Co. KG) Design- and Brand Consultant, along with rebranding and brand strategy transformation, definition and design of a new image and identity was put on the agenda.

After three months deep research and analyzing more than100 international trade fair and event companies in Germany, we found about 30 companies that use the word Messe+Event in their sub claims, title or slogan, more than twenty companies also had black and white in their corporate colors.

My suggestion was to define a brand architecture and create a new (sub) brand with a completely different and unique image, as well as to develop Holtman with a new approach.
Holtman Since195O was born with a fiery orange and white as a main color, silver and anthracite as the accent color. Traditional Holtman but, instead of black and white, a combination of white, anthracite and orange was chosen as the accent color.

There were no other trade fair and event companies in Germany at that time using such a corporate color combination. Our goal was to create a new, relevant brand with an emphasis on design rather than construction. A company with two images in the mind of the audience; One is the serious color of anthracite and white, symbolizing the company's seventy years of experience; and another, combination of orange and white for a new brand with a young and ambitious approach to gaining more market share.
Two images, a common message, more market share. Read more...
Let's talk about your project
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In order to achieve the better results, we suggest you attend our workshop so we can discover more about you, your brand, and your brand vision; and accordingly, provide the best brand strategy, design, and growth plan.