Brand Research (by DBC Design)
What is a Brandbook and what should it include?
In the world of branding and design, a brandbook (also known as a brand manual or brand guidelines) is an essential tool for maintaining the visual and conceptual consistency of a brand. More than just a technical document, it’s a strategic guide that defines a brand’s identity and ensures its proper application across all touchpoints.
Here’s a breakdown of the key sections a brandbook should include, based on a real example:
Brand Essence and Purpose
We explore what the brand represents on an emotional and conceptual level. What is its main message? What feeling should it convey?
Differentiation and Positioning
We define what makes the brand unique compared to competitors. This becomes the foundation for a strong and authentic identity.
Visual Style and Character
We propose a graphic style aligned with the brand’s personality. We analyze directions such as minimalist, handcrafted, illustrated, geometric, classic, contemporary, and more.
Logo Structure
We determine the most suitable logo type — logotype, symbol (isotype), combination mark (imagotype), or emblem (isologo) — and define the kind of attitude it should project (friendly, elegant, playful, refined, etc.).
Competitor Analysis and References
We review how similar brands communicate and select inspiring references to build a distinctive visual universe.
Symbolism and Graphic Concept
We suggest symbols, icons, or visual elements that reinforce the brand’s message and values.
Color and Typography Suggestions
We explore palettes and font options that best express the brand’s tone and style, always aligned with its audience.
Client Restrictions and Expectations
We clearly list what the client does not want — visually, symbolically, or stylistically — to ensure we stay aligned with their vision.
Visual and Conceptual References
As part of the brand research, we also include a curated selection of visual references — real brands that have successfully solved identity, experience, or communication challenges in contexts similar to the client’s.
This selection is not meant to be copied, but rather to inspire and help identify possible directions, effective styles, or visual elements that could be adapted in a unique and strategic way for the new project.
Why is this phase so important?
This research phase allows us to design with purpose. It helps:
-Align everyone involved, right from the beginning
-Reduce unnecessary revisions later on
-Enable strategic visual decision-making
-Turn abstract ideas into clear creative direction
– Clearly communicating the essence and personality of the brand — both internally and externally.
A powerful brand identity doesn’t start with a logo — it starts with a deep understanding of the brand. That’s why, at DBC Design, this phase is an essential part of every creative process. Designing without this clarity would be like building without a blueprint — a risky move.
Our goal is always the same: to create brands that communicate the right message, from the ground up.