Brand guidelines:what they must include

Logo versions

All variants of the mark with a note on when to use which: primary, horizontal, vertical, symbol only and monochrome versions. Without it everyone picks whichever version is at hand.

Clear space and sizes

How much empty space to leave around the logo and the smallest size in print and on screen. These are the two rules most often broken in partner materials.

Colours and typefaces

RGB, CMYK and HEX codes, Pantone equivalents on request, with colour proportions. Plus typefaces for headings and text, with licence information and substitutes for office documents.

Backgrounds and misuse

Which backgrounds and photos the logo may sit on and which not, plus examples of what not to do: stretching, recolouring, shadows and rotating.

The misuse page saves more conversations than the rest of the guidelines.

Files

A package of SVG, PDF, EPS and PNG files named as in the guidelines, so everyone finds the right one. At Aphrodi a logo sheet of up to 8 pages costs from 900 PLN net, brand guidelines up to 24 pages from 1,900 PLN and a full brand book from 3,900 PLN.