A BRAND is a space in the mind, that you put there and you own…
Components of brand-book:
Logo (options for its implementation, standards and guidelines for use of the logo in different situations, as well as its placement next to other logos and images).
Dimensions (for different formats, minimum size)
PMS color (s)
Brand font and how to use photos (recommendations for additional options of fonts).
Brand Promise (what the brand offers in return for use).
The elevator speech
How to verbalize the brand
The Look (principles of the layout).