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Brand building glossary

brand manual

A published guide that explains how a brand should be applied. It typically covers the brand idea, logo, colour palette, typography, imagery, tone of voice and usage rules so teams can create consistent work. Also known as brand guidelines.

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brand guidelines

A document that defines the fundamentals of the brand and details how it is to be applied to achieve long-term consistency. The guidelines are usually used to inform designers and other mar...

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