Brandbook Development for a Company: What It Is, Why It's Needed, and How Much It Costs
Briefly: A brandbook is a working document with rules for using the logo, colors, fonts, and tone of voice, not a decorative PDF for a shelf. In the article — what a full brandbook consists of, how it differs from a logobook, development stages, and prices.
Brandbook, Logobook, and Guidelines: What's the Difference
A logobook is a minimal document with rules for logo usage: protective field, minimum size, versions for different backgrounds. A guideline adds a color palette and typography to this. A brandbook is the most complete document: in addition to visual rules, it includes a conceptual platform — mission, values, tone of voice, audience profile. Many agencies sell a logobook of 8-10 pages under the guise of a brandbook. Formally, the document exists, but there are no real working rules for employees.
What a Full-Featured Brandbook Consists Of
Conceptual platform: mission, values, brand archetype, audience profile, tone of voice. Logo: main and alternative versions, protective field, minimum size, versions for dark and light backgrounds. Color palette: main and additional colors in CMYK, RGB, HEX, Pantone. Typography: main and additional fonts, usage rules for headings and text. Application on media: business cards, presentations, website, social media, packaging, signage.
Stage 1: Briefing and business immersion (3-5 days). Stage 2: Strategy — positioning, values, tone of voice (5-7 days). Stage 3: Visual concept, 2-3 variants (7-10 days). Stage 4: Detailed media development (7-14 days). Stage 5: Document assembly (3-5 days).
Stages of brandbook development
Stage: Briefing and immersion; Duration: 3-5 days
Stage: Strategy; Duration: 5-7 days
Stage: Visual concept; Duration: 7-10 days
Stage: Media development; Duration: 7-14 days
Stage: Document assembly; Duration: 3-5 days
Stage: Strategy; Duration: 5-7 days
Stage: Visual concept; Duration: 7-10 days
Stage: Media development; Duration: 7-14 days
Stage: Document assembly; Duration: 3-5 days
How Much Does Brandbook Development Cost
The cost depends on the depth of development and the number of media. The basic package (logo, palette, typography, application on 5-7 media) — from 150 to 300 thousand rubles, duration 2-3 weeks. Standard (plus semantic platform, 15-20 media) — from 400 to 900 thousand rubles, duration 4-5 weeks. Premium (for a network or franchise) — from 1 to 2,5 million rubles, duration 6-8 weeks.
Package: Basic; Composition: Logo, palette, typography, 5-7 media; Price: 150 000 - 300 000 rubles
Package: Standard; Composition: Plus semantic platform, 15-20 media; Price: 400 000 - 900 000 rubles
Package: Premium; Composition: For a network/franchise, full support; Price: 1 000 000 - 2 500 000 rubles
Package: Standard; Composition: Plus semantic platform, 15-20 media; Price: 400 000 - 900 000 rubles
Package: Premium; Composition: For a network/franchise, full support; Price: 1 000 000 - 2 500 000 rubles
A brandbook and a logo are one service or different? Different but related. A logo can be ordered separately, while a brandbook describes the rules for its use together with the entire identity system. Can an old brandbook be updated instead of developing a new one? Yes, this is a brandbook restyling — a reassembly of the document with the preservation of recognizable elements. Is a brandbook needed for a small company? If you work with multiple contractors or marketing channels — yes, it saves time and money already in the first year. In what format is the completed brandbook delivered? A PDF document for reading plus source files (Figma, AI, EPS) for designers and contractors. How long does it take to develop a brandbook from scratch? From 2 to 8 weeks depending on the selected package and the depth of media development.
MegaFon, BMW, VTB and more 240+ companies. See how it looks in the showcase reel:
Through interviews, surveys and workshops, our branding agency identifies the true needs of the business, motivations and pain points. Based on this data, we determine the tools that will effectively solve your brand's tasks.
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