Service

Brandbook creation

Strategy, tone of voice, visual identity and usage rules in a single document, so staff, franchisees and suppliers apply the brand without mistakes.

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Brand platform
Tone of voice
Visual identity
Application rules
Templates

BRANDBOOK AND BRAND MANUAL

Without clear rules, everyone uses the brand their own way

The brandbook brings together strategy, concept, logo, colors, typography, imagery and applications in a single document. Staff, agencies, suppliers and franchises can work with confidence, and the brand gains consistency across every channel. In the video, Hospital São Vicente's new brand.

The guide that ensures your brand is always used the right way, by everyone.

The service

What a brandbook is and how BDDB.ag works

A brandbook is the document that brings together a brand's strategy and rules: who it is, how it speaks and how it should appear in every material. BDDB.ag creates complete brandbooks, with brand platform, tone of voice, visual identity and application examples, so that internal teams, franchisees and suppliers produce consistently. It is one of the deliverables we have made most often since 2002.

Brandbook, brand manual and brand guide

The terms get mixed up in the market. In general, the brand manual (or visual identity manual) covers the technical rules for the logo, colors and typography. The brandbook goes further and includes the essence of the brand: purpose, positioning, personality and tone of voice. The brand guide is usually the practical version, with templates and examples for day-to-day use. At BDDB.ag, we shape the document around the people who will use it. To better understand the concept, read What a brandbook is and why your company needs one.

Who it's for

Franchise networks that need to standardize the brand across all locations.
Manufacturers with several product lines, sales reps and distributors.
Companies that work with several communication suppliers at the same time.
Brands that have just gone through a rebranding and need to roll out the change.
Companies that have a logo but never had written rules.

What a BDDB.ag brandbook includes

01EssencePurpose, mission, vision, values, positioning and value proposition.
02PersonalityArchetype, attributes and personas.
03Verbal identityTone of voice, manifesto, key messages, examples of how to speak and how not to.
04Visual identityLogo versions, clear space, minimum sizes, colors, typography, graphic elements, iconography and photographic style.
05ApplicationsStationery, presentations, social media, signage, fleet, uniforms, packaging and point of sale, depending on the business.
06Incorrect usesAnd examples of what to avoid.
07Editable templates and files, in a digital version for quick reference.

How we develop it

01Discovery
We map every brand touchpoint and who produces each one. This defines what the brandbook needs to cover.
02Strategy and identity
If the brand doesn't yet have a defined platform or identity, they are created at this stage. If it does, we organize them and fill in what's missing.
03Rules and applications
We write the rules and design the company's real applications, not generic examples.
04Delivery and training
We deliver the document and the files and present the material to the teams who will use it.

HOSPITAL SÃO VICENTE CASE · 80 YEARS

A brandbook so an 80-year-old institution speaks with one voice

Hospital São Vicente is a benchmark in Curitiba. To celebrate its 80th anniversary, the board of directors and the board of trustees decided to renew the brand, and BDDB.ag led the project from diagnosis to brandbook.

We conducted internal and national research and gathered the verbal and visual material needed to interpret the institution's moment. From that reading came the words that guided every decision in the manual.

01Modernity

02Human-centered care

03Trust

04Love for others

05Hospitality

06Innovation

Hospital São Vicente symbol concept: heart and infinity

A heart joined to the infinity symbol

The infinity sign drawn alongside the heart is a reminder that life can go on through organ donation and alludes to the constant advances of medicine. The warm and cool colors, in a gradient, bring together the caring service of an 80-year-old institution and the technology of state-of-the-art equipment.

The brand also gained two supporting symbols: the commemorative 80th anniversary seal and the new brand for FUNEF, the foundation that sponsors the hospital.

WHAT A BRANDBOOK DEFINES

Inside the Hospital São Vicente brandbook

A brandbook is not a pretty PDF. It is the document that takes the brand out of one person's hands and puts it into the daily routine of hundreds of employees and suppliers. Click the screens to see them full size.

01Concept

Every shape has a reason

The brandbook starts by explaining the why behind the brand. When the team understands the concept, they defend the brand instead of just applying it.

02Construction

The same brand at any size

Construction grid, proportions, clear space and horizontal, vertical, positive and negative versions. This is what ensures the logo works the same from the ID badge to the facade.

03Incorrect uses

What not to do is also a rule

Distorting, changing colors, placing it on low-contrast backgrounds. Showing the most common mistakes keeps suppliers and internal departments from wearing down the brand.

04Colors and typography

Colors with meaning, typography with a function

A palette with print and digital codes, the brand gradient and the Barlow family in its weights. Everything specified so nothing depends on interpretation.

São Vicente photography visual standards

05Visual standards

Photography, illustration and graphic elements with the same DNA

The manual defines how people appear in photos, the style of the illustrations and the color graphics. That is what makes a hospital campaign recognizable even before the logo.

Hospital São Vicente 80th anniversary seal

06Brand architecture

Room to celebrate and to co-sign

The 80th anniversary seal, the CIC version and the FUNEF brand have their own application rules alongside the main brand, without competing with it for attention.

HOSPITAL SÃO VICENTE CASE

A brand that leaves the manual and hits the streets

From concept to fleet, the Hospital São Vicente brandbook defines how the brand appears at every touchpoint: interior signage, stationery, uniforms, vehicles and campaigns. A single identity for an institution with 80 years of history.

FROM THE MANUAL TO THE HOSPITAL

Brandbook rules applied day to day

Signage, fleet, stationery, uniforms and giveaways. When the brandbook is done well, every new piece is right from the start.

Hospital São Vicente signage modules — **Signage**Totems, floor signs and directories follow the brandbook modules and guide patients and visitors through the hospital.

São Vicente door signs — **Door signs**Each specialty with its own color and icon, within the same system.

São Vicente department signs — **Department signs**Modules that adapt to any environment without losing consistency.

Hospital São Vicente branded fleet — **Fleet**Vans and utility vehicles take the brand and the message "Sua vida, nossa prioridade" (your life, our priority) to the streets of Curitiba.

São Vicente corporate stationery — **Corporate stationery**Business cards, envelopes, letterheads and folders with the same standard.

São Vicente badge and stationery — **Badges and print materials**The brand gradient applied by the rules, from the ID badge to the business card.

São Vicente uniforms — **Uniforms**Colors, logo placement and embroidered applications defined in the manual.

Brandbook Hospital São Vicente: frota van

Brandbook Hospital São Vicente: frota utilitario

Brandbook Hospital São Vicente: sinalizacao totens

Brandbook Hospital São Vicente: sinalizacao andares

Brandbook Hospital São Vicente: sinalizacao portas

Brandbook Hospital São Vicente: papelaria corporativa

Brandbook Hospital São Vicente: papelaria cracha

Brandbook Hospital São Vicente: uniformes

Brandbook Hospital São Vicente: padrao visual ilustracao

BRAND TOOLKIT

Rules that become working tools

Beyond the document, we deliver files, templates and ready-to-use examples. The brandbook stops being a forgotten PDF and becomes part of the routine of everyone who communicates the brand.

CLIENTS

Brands that trust BDDB.ag

Frequently asked questions

Questions about brandbook

What is a brandbook?

It is the document that brings together a brand's strategy, personality, tone of voice and visual rules, so everyone applies the brand the same way.

What is the difference between a brandbook and a brand manual?

The brand manual focuses on the technical rules of the visual identity. The brandbook includes those rules and also the essence of the brand: purpose, positioning and tone of voice.

Does my company need a brandbook?

If more than one person or supplier produces materials with your brand, yes. Without written rules, every piece comes out differently and the brand loses recognition.

Can you create a brandbook for an existing brand?

Yes. We organize what already exists, fill in the gaps (such as tone of voice or imagery style) and, if needed, propose targeted adjustments to the identity.

Is the brandbook delivered as a PDF or in print?

We deliver a digital version, usually an interactive PDF, with editable files and templates. A printed version can be produced on demand.