The Book
What is a brand book, and what should it include?
A brand book explains what a company means and how its identity should work across real applications. It should connect positioning, logo, type, color, imagery and voice, then give the team files and examples it can use.
Crystal Holman
Jared Christiansen
The decisions need to connect
A logo without a reason can become a decorative badge. A useful book explains the audience, the core idea and why the chosen direction expresses the business. That explanation helps a team decide what belongs in later work.
Sigil’s own brand book provides a public example of this connection. The identity uses the idea of compression: reduce the message to what matters, then express it through a mark and a system.
Look for a usable identity system
A logo system should cover the symbol, wordmark and small uses such as a favicon. Type and color need roles, not just a collection of attractive samples. Imagery and voice need examples that show the intended behavior.
Sigil’s Book includes creative directions, a chosen identity, a custom typeface, visual and voice guidance, and application examples. The goal is to make the components work together rather than leave each decision to the next person.
Ask what the team receives
A developer needs values and files. A designer needs assets and usage rules. A writer needs a clear voice and examples. The book should give all three a consistent starting point.
Sigil includes design tokens and a brand.md file alongside the visual work. Check the delivery package before implementation and keep one approved revision for the whole team.
- Look for positioning and a core idea.
- Check the logo, type and color rules.
- Read the imagery, motion and voice guidance.
- Inspect real application examples.
- Confirm the implementation files and fonts are included.
Common questions
- Is a brand book just a PDF?
- A PDF can present the decisions, but a useful handoff also includes working assets and implementation files.
- Does Sigil include a custom typeface?
- Yes. Sigil’s Book offer includes a custom typeface made by its foundry.