By clicking accept, you agree to our cookie statement. You can manage preferences here.
Terug naar inzichten

why you want an identity or brand book before you build a website


Creating a website goes beyond a functional product. It's not just about the customer journey, visual appeal, or a concept with a good story.

After all, we do not see a website as an isolated element. It's a fundamental part of your brand. And that part should be consistent with the rest of your communication. How to do that? Fortunately, there is a nice holy grail: a corporate identity or brand book.

Een hand die gekleurde verf in een zwart bolletje giet.

the importance of a unique corporate identity and brand book

Emotional connection

A corporate identity and brand book come in various shapes, sizes and formats. It can be a full component library, a CMS website, an external brand hub such as Frontify and Corebook or just a basket, for example. So a 10 page quick guide.

The scope and application depends on your situation. The most important thing is that it exists, because without it, no nice work will happen. This is because such a document points the way for people who set the course of a brand, designers who create different media for the brand, and for marketers who know exactly what and how to post. In this way, those people lay a path to your ideal customer.

Save time

A corporate identity or brand book saves a lot of time because you don't have to reinvent the wheel and think about everything. But most importantly, it ensures that a brand stays together. Your brand identity must be consistent to build trust and connect with people. As we learn more about the same brand and the more consistently they do it, the more we get used to it and trust it. If, of course, the brand appeals to you.

the elements of a good corporate identity and brand book

A corporate identity or brand book is a key document: it contains everything you need to keep the brand's message consistent across all media. But what does a good corporate identity or brand book consist of?

  • Color scheme — the visual identity is based on a consistent palette
  • Typography — at least the primary and secondary fonts and exactly how and where to use them.
  • Logo — the logo, its size, the possible variants depending on the context in which it is used.
  • Style elements — the illustration style, photo guidelines, etc.
  • UI kit with all micro details — it's important to maintain consistency across all your channels. Up to the pixel.
  • Tone of voice — how do you communicate?
  • Brand awareness — how does your brand deal and what do you do for brand awareness?
Twee mensen die naar de top van een berg klimmen.

the steps towards a recognisable corporate identity and brand book

Learning: the basics

There are countless ways to understand the world around us. Every company, studio or agency has its own methodology. One better than the other. To make your world manageable and immerse us, we divide this phase into 4 manageable parts: company, customer, context and competition.

In the 'company' phase, a journey of discovery into the heart of your brand begins. Because what is your promise? After all, a great ambition deserves a big promise. Whether you're a local initiative that connects others or prevents rising sea levels. A good promise is something that everyone understands immediately, guides all your communication and makes you stand out. Just by being yourself.

It's a journey where you discover who your customers are, what drives and inspires them. You understand the context, look at trends, future developments and the news that shapes the industry. And you strengthen your own position by discovering the strengths and weaknesses of your competition.

Explore: the creative process

During this phase, you will work on forming creative concepts. This is where you bridge the gap between fantasy and reality. We always use brand worlds that match your brand's promise. Does it sound abstract? It certainly isn't. This is because you make concrete examples of how your visual identity comes to life. You get to know the design of a logo, the choice of colors and fonts, and even the style of illustrations.

Each of these elements helps create a coherent image, from the first image on a website to the design of an app icon. This is a playing field where creativity and strategy come together to create a unique and recognisable corporate identity.

Making: the refinement

Ultimately, you bring one brand world to life. You will examine and perfect every element of your brand identity. This is where the magic happens. Your concept takes on an even more tangible form.

Documenting: your corporate identity or brand book

You document what you've designed in a corporate identity guide or brand book: a manual that carefully explains how each element is used. This document is like a recipe book, full of ingredients and instructions for preparing the essence of the brand over and over again.

examples of a good corporate identity and what we learn from it

Insights from forward-thinking brands

(not the taxi service) is a good example of how the promise is consistently implemented. After all, it's not just about offering a service: it's about the experience of speed, efficiency and accessibility. These brand elements are cleverly woven into every facet.

The name already conjures up images of speed and dynamism. The logo and visual identity echo these features with clean lines and a progressive look. This creates a strong and recognisable brand image that fits well with the promise.

This is the story of an icon that represents not just a brand, but an entire experience. Every aspect of Airbnb - the people you meet, the places you discover, the love for travel and adventure - finds its reflection in this one sign.

It is a symbol that speaks of connection, discovery and passion, all contained in a simple but profound form.

North Sea Jazz Festival
Bee North Sea Jazz Festival we looked closely at the nature of waves and the sounds of jazz. These elements have been translated into a dynamic identity that encompasses much more than just visual design.

It's about a total experience that includes every form of expression. So it's a holistic approach. It ensures that the essence of the brand is not only visible, but also tactile and audible.

homeup stands out in the real estate market with a special concept: offering unique homes at a fixed price, available exclusively via their platform. The logo, inspired by the “sold” sticker, captures the imagination with a sense of DIY and accessibility.

Their visual identity symbolises growth and progress, enhanced by vibrant colors that exude energy and renewal. Communication brings stories to life: it's not just about houses, but about the idiosyncrasy of people's living environments.

This approach creates a personal connection with their customers, making them stand out in the real estate market. Want to know more about this story? here you'll read all about it.

design a recognisable corporate identity or brand book together?