Visual identity book – the key to consistent brand communication

When working with a graphic designer, you may encounter many terms that mean nothing to you but may be very important for your business. The person responsible for the project will certainly explain them to you, but it is worth understanding what they mean beforehand.

One such term is visual identity book. What does it mean? Do you need to have one? How does it benefit your business?

• A visual identity book is a collection of visualisations of the most important elements of a brand's visual identity.
• Depending on the nature of the brand, the visual identity book may contain various materials, the selection of which is tailored individually to the needs of the company.
• Thanks to such a book, the brand has clear guidelines on how a given material should look according to its visual identity. When commissioning its implementation to any marketing agency, the brand can be sure that each element will be graphically consistent and will properly communicate the brand's assumptions. 

What is a company's visual identity?

You are probably able to recognise some brands just by seeing their distinctive motifs and colours – they allow you to identify the company even without its name or logo. Why is this? It is due to a professionally implemented visual identity system, which consists of many elements.

Not only is the logo design important, but also the company colours, packaging, business cards, letterhead, folders, notebooks, mugs, roll-ups, billboards, posters, employee ID cards and much more. Each of these items can be designed to ensure that the whole is consistent. This is aided by a visual identity guide, which is a set of recommendations on how to use the elements of a brand's visual identity correctly. 

A Corporate Identity Guide is a solution recommended primarily for large companies, where specialists in various branches of the brand are responsible for the proper use of the elements that make up the visual identity. 

Such a guide provides clear guidelines on how a given material should look, which makes it easier for the company carrying out a given order, e.g. a business card design, to execute it in accordance with the graphic assumptions.

What should a visual identity book contain?

A visual identity book may contain various elements, depending on the specifics of a given industry. It usually starts with a brand book, but also includes materials such as:

• business card, 
• letterhead, 
• folder, 
• notebook, 
• mugs,
• roll-up banner, 
• billboard, 
• poster, 
• employee ID card,
• product design,
• employee uniform design,
• company website design,
• email footer design,
• website design,

We can distinguish between a basic and a full identification book. The former consists of a brand book and information on colours, themes and iconography. The full version, on the other hand, is a complete manual covering all graphic elements used in communication. 

Does your company need a visual identity book?

Are you wondering whether a visual identity book is what your brand needs? Some small businesses believe that it is an unnecessary solution that represents an unnecessary cost. However, creating a book benefits both small and large enterprises. Here is what you gain if your brand invests in a visual identity book:

• You don't waste time preparing guidelines for designers – if you commission the creation of elements that make up your visual identity, a visual identity book will definitely make it easier for you to formulate your recommendations.
• You stand out on the market – you don't want your business to be visually almost identical to dozens of others, do you? A visual identity book is a step in the right direction.
• You build brand awareness – of course, it will be difficult for you to make your company as recognisable as the most famous brands, but you can achieve this effect, for example, on the local or larger market, where your company will stand out positively from the competition. 

As you can see, a visual identity book can bring many benefits to your business, as long as you approach the issue professionally. It is important that specialists are responsible for its development and that the project is well thought out. Only then will the investment in such a book certainly pay off.