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How to create a corporate identity manual

A corporate identity manual is one of the biggest elements that prove the identity and reliability of your brand and company. Learn what makes a great identity manual.
A style guide or corporate identity manual is one of the most effective ways to define the basis and standards of your company's communication. These guides will be useful for many people: from internal content creators to your external collaborators, designers and other specialists.
Identity manuals can be so detailed that you can create documents of dozens of pages or as simple as a couple of sheets that serve as a general summary.
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What is corporate identity?

Corporate identity is everything that integrates the aspects that support a brand, both in visual terms and in terms of experience and principles. Its main objective is to create a differentiating factor with respect to the competition, which will allow the brand to position itself in the consumers' imagination.
Although corporate identity is not the identity manual, it is related to it and is an important part of the strategy that will allow you to implement a defined identity for your brand or company.

What is a corporate identity manual?

The corporate identity manual is the document that contains all the guidelines about the image of a brand. It is essential for it, since it gathers the visual and communicative elements that distinguish an organization, while managing its internal and external use.

What is a corporate identity manual for?

It makes your brand image stronger: the corporate identity manual is the core of the brand image. Even if you now have a logo or an established typography, if you do not have a document that stipulates them, there will be variations at any time.
It helps your brand to last with the public: if there are variations in the image of your brand, the public will not form an idea of it and will not remember you. On the other hand, if you implement your manual, you will see that little by little they will better recognize its elements and will form a clear image of your company.
Facilitate your work processes: does the logo have a degree of slant or not, is the color indigo blue or navy blue? Avoid all the day-to-day dilemmas, as your entire design team will know exactly which elements to use.
Strengthen your communication in other media: when you appear in external media, such as a digital newsletter or the blog of another company, it is necessary that the mentions have certain recognizable elements. This is the only way to ensure that new audiences will know and distinguish you.
Avoid anything that you do not want to associate with your brand: lack of consistency is not a trivial matter. If somewhere you modify the elements you use (e.g. typography), this could create a perception effect contrary to the one you want.

What is the structure of a corporate identity manual?

Before creating your own manual, take into account these basic components that will help you develop a complete guide for your brand:

1. Introduction to the brand

The pillars on which the corporate identity is built should be communicated, such as your philosophy, values, personality and tone.

2. Logo

It must include the specifications about its design, the space between elements, the colors and scales allowed, as well as the security area. It is also important to include the correct and incorrect uses of the logo to avoid possible mistakes.

3. Color

It indicates which tones are allowed around the trademark and which combinations are inadmissible. It is important to indicate the pantones for printed materials, as well as the HEX color for digital media.

4. Composition

Contains the basic design rules that reflect the intent of the mark. It helps to create a distinctive visual layout.

5. Icons

This element explains how to use the library of icons your company includes in print or digital media (e.g., how to implement the "download" icon in terms of sizes and colors).

6. Images

Include the use and treatment of photographs and illustrations, as well as the type of approach allowed. For example, your brand may only use duotone images (composed of only two colors) or photographs that convey diversity.

7. Typography

Indicate how to use your brand's fonts, including size, spacing, use of dark and light backgrounds, as well as combinations between headings and paragraphs of text (e.g. H1, H2, H3 and paragraph).

At the link below, you can find examples of corporate identity manual or brand book

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