Table of Contents

• Introduction
• CHAPTER 1

Establish Your Brand

• What to include in your brand story
• What’s in a brand name?
• Define your brand purpose
• Make a brand promise
• Harness your brand personality
• Present your brand values

CHAPTER 2

Build the Visual Foundation

• Love your logo
• Primary logo
• Secondary marks and symbols
• Size and spacing
• Correct logo usage
• Be color-wise
• Primary brand colors
• Extended color palette
• Color ratios
• Accessibility
• Tackle typography
• Primary font
• Secondary fonts
• Web fonts
• Type scales
• Typography principle

• 
  
  CHAPTER 3

Refine Your Brand Architecture

• Build value with your brand hierarchy
• Logo lock-ups and co-branding options
• Get a grid
• 
  
• CHAPTER 4

Set Out Your Supporting Elements

• Photography
• Video
• Illustrations
• Mood boards
• Textures and patterns
• Icons & avatars
• Data visualization
• UI elements

CHAPTER 5

Speak With One Brand Voice

• Voice and Tone

• 
  CHAPTER 6 36

Resources and Tools

Conclusion