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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Each project is different. Some websites need constant maintenance and optimization, while others require minimal attention. This means that the price of SEO services is calculated based on the time and research required to obtain quality finishes. The SEO budget depends on the size of the website, the degree of optimization and the scale of optimization that a website, blog or e-commerce requires.

The level of optimization of a website considers the amount of research, technical analysis, keywords, link building and maintenance on and off the site.

For their part, web stores need more optimization than personal blogs to maximize traffic and conversion rate, so they need more comprehensive packages.

Finally, the optimization scale implies the geographic reach of the website, as it implies different tactics depending on the strategy.

Consider applying SEO to your website and making it the heart of your digital marketing strategy. Contact us to discuss how to multiply the income of your company.

Off-Site SEO

External SEO is concerned with improving the ranking of a site on search engine results pages through promotional techniques such as:
  • Creation of external and internal links. With the aim of generating web traffic as an additional source and developing greater value. This can drive more traffic to your website, increase reputation, and increase rankings.
  • Marketing in social networks and brand promotions. These actions involve strategy and tactics in social media, both in organic and paid actions to give boost, visibility, credibility and traffic to the website, blog and e-commerce.

On-site SEO

On-site SEO involves optimizing the content of the website, blog and e-commerce at a structural level to make it more trackable and friendly for users and search engines. Includes optimization of title tags, internal links and URLs.

Some On-site SEO actions are:
  • Include keywords in the URL, in case the plugins don’t.
  • Using short and precise URLs, with the recommended keywords.
  • Use keywords at the beginning of the title tag.
  • Use keywords in subheadings in the content of your notes, as Google also searches for keywords in the heading tags.
  • Optimizing images and alt text that describes what’s in the image helps to identify the images and media in your site content.
  • Use synonyms and keywords that would be relevant to search items. When Google presents search results, it also looks for synonyms for the main keyword and other accompanying keywords.
  • Use internal and external links. Internal links connect the content of one web page to another on the same website. On the other hand, external links connect the content of your website with another website, enriching the content and adding value to searches.

Keyword Research

Keyword research is about locating the most searched words and phrases by users. This means that it is essential to tag the content of your site so that search engines can easily locate them.

The keywords used should target frequently used search words and phrases that are relevant to your content and add value to searches. The more keywords that are used and the more relevant they are to users, the easier it will be to find your website, blog or e-commerce. Also, if your website has a higher reputation, it will also be more relevant and better positioned.

Also, it should be taken into account that the position of the keyword in the URL affects its ranking and that the length of the keyword also influences the web positioning. Shorter URLs are easier to find and obviously rank higher.

Technical Analysis

Technical Analysis SEO technical analysis involves an in-depth review of the technical elements to improve so that Google and other search engines can index and crawl your website, blog or e-commerce.

The most common trouble spots are:
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  • Verify if you have an SSL certificate and a site with HTTPS encryption, which implies the protection of your data and those of your users from malicious programs and trackers on the Internet. It is an excellent ranking signal as it guarantees a secure connection with Google and reduces the abandonment rate.
  • Optimize page loading speed. This is essential, since if your sites take a long time to load, not only will you have a bad ranking in the Google list, but your users will quickly leave the site and you will lose potential sales.

Preliminary research

Preliminary SEO research focuses on finding out what’s on your website. This checklist is the content you have and discover the best way to select relevant bookmarks to optimize your website, blog or e-commerce. It includes the topics of your content, the types of media present, and benchmarking, that is, researching sites with similar content.

The goal of SEO is to differentiate yourself from your immediate competition, making your content on your website unique. This means that if your website has valuable content and responds to organic user searches, it will be easier for web crawlers to find.

The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.

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You deserve to have your own custom designs. We’ll create a design that’s uniquely yours, with a brand message that reflects your personality and goals.

Capability Statement

The design of a Capability Statement is a challenge, you need to be concise to summarize all the important information about your company on one page, think of your Capability Statement as if it were your resume.


We create the brochure of your company, brand, product or service from scratch specially designed to show your value proposition to the target audience.

Business Card

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The Branding Kit

We make sure that our clients have a professional and unique corporate brand that allows them to promote their companies and increase their chances of success.


We take great care in every detail to make your brand unique! Our logos are handmade and then digitally designed, always thinking about the concept of the brand and target audience.