Brand Guidelines and Logo Manual in Prague

An identity with no rules falls apart by the second freelancer. Everything anyone may do with it goes into brand book design: the logo, the colours, the type, worked examples. Your brand then looks the same whether the banner came from us, your intern, or a print shop working in a rush. A year later the file still answers the question.

From€250per project

Discuss your projectCheck pricing
  • 16 pxthe size at which the logo still reads
  • 3 versionsof the logo: colour, one-colour, inverse
  • 2 roundsof revisions after you pick a direction
  • 8-20pages of a manual people actually read

Brand guidelines are a document of rules anyone can follow to use your brand correctly: logo and clear space, colours in RGB, CMYK and Pantone, fonts, photo style and tone of voice. Logo rules start at €250, a full brand book at €1,650. You get it to read and with the source files.

Every rule comes with a do and a don't example, so it can't be read two ways.

Every rule comes with a do and a don't example, so it can't be read two ways.

We hand over the guidelines as a PDF, as a web page and with source logo files in every format.

We hand over the guidelines as a PDF, as a web page and with source logo files in every format.

Colours are tuned for screen, print and Pantone, so the logo looks the same on the site, a business card and a van.

Colours are tuned for screen, print and Pantone, so the logo looks the same on the site, a business card and a van.

We test the rules on real materials, the site and video before writing them down.

We test the rules on real materials, the site and video before writing them down.

Every service in this category, explained

  • Brand Book

    One document anyone can use to apply the brand correctly.

    Discuss your projectEstimate your project

    In short The complete manual: a strategy summary, logo rules, color, type, imagery, tone, examples of right and wrong. Kept compact enough that people actually open it. Brand book design that runs to a 90-page PDF gets read by nobody, and we have seen plenty of those.

    How we workBrand book design starts by gathering every decision made during the brand work into one document, structured so any answer turns up within half a minute. Every rule gets a visual right-and-wrong example. The text is written for a marketer, a printer and a new colleague.

    What you getA brand manual covering the strategy summary, logo rules, colors, typography, imagery and tone, delivered as a browsing version and in source files. It comes with a linked table of contents that jumps straight to the chapter you need.

    What's included

    • Compact enough that people read it
    • A right and wrong example per rule
    • A browsing copy plus source files
    • Built to grow with the brand

    Tone of Voice

    So texts from five people sound like one company.

    Discuss your projectEstimate your project

    In short How your brand talks, so that copy from five different people sounds like one company: vocabulary, rhythm, how formal to be. This part does not fit in a logo manual and is the chapter brand books drop most often, even though a customer reads the words far longer than they look at the logo.

    How we workWe set the vocabulary, rhythm and level of formality, deciding right at the start whether you address customers formally or informally. We set the limits of humour and how the brand speaks in awkward situations. Every rule comes with a rewritten before-and-after sample.

    What you getA description of the brand voice: vocabulary, rules and limits, plus rewritten sample texts for every channel that show exactly what changes. A new copywriter or salesperson can write from it with no training needed.

    What's included

    • Formal or informal, settled early
    • Tone for complaints and price increases
    • Before and after examples per channel
    • Every writer sounds like one company

    What's in the box

    You do not order these separately: they are in every job, and they are ours to do.

    Logo usage

    Placement, sizing, clear space, backgrounds, co-branding and the distortions that are off-limits, all documented with visual examples, because apparently someone always needs to be told not to stretch the logo.

    We go through the places your logo actually ends up, from invoice to signage, and write down placement, minimum sizes, clear space and allowed backgrounds for each one. We pay special attention to the cases most manuals skip. Every rule gets a visual example, so nobody has to decode a written description.

    OutputA chapter of rules with an example for every point, plus ready files in every format you need, so nobody ever has to pull the logo out of a presentation. The set includes versions for stamps and embroidery, and a layout for when the mark sits next to a supplier's logo.

    • Minimum sizes and clear space
    • Rules for co-branded placement
    • One-color version for stamps and embroidery
    • Files ready in every format

    Color usage

    Rules for when each colour is used and in what proportion, so materials hold together even when five different people make them. It stops the slow drift where every supplier prints a slightly different shade.

    We give every color a role and the ratio it should appear in, and produce samples of combinations that actually work together. Values are prepared for each medium: screen, print, and, where it makes sense, fabric and vehicle wraps. Text contrast against every background gets measured and logged.

    OutputColor usage rules with ratios and combination samples, values for every medium, and measured contrast for text pairs. Suppliers get an exact value to work from.

    • A role and ratio for every color
    • Values set for screen, print, fabric
    • Every contrast ratio measured and logged
    • Stops suppliers drifting into different shades

    Typography Rules

    A set of rules a designer we have never met can typeset your material from: which typeface, weight and size belong to headings, body copy, captions, numbers and interface elements. Fallback fonts get their own chapter, because email and office documents never load a custom face.

    We go through every place you set text, from a website heading to a number on an invoice, and assign a typeface, weight and size to each one. Czech diacritics get checked on real headings, since the sample line that ships with a font proves nothing. The fallback for outside environments is tested directly in the document your team actually works in.

    OutputA table showing which typeface, weight and size go on headings, body text, captions, numbers and interface elements, including line spacing and margins. Plus a fallback set for email, Word, Google Docs and presentations on someone else's machine.

    • A full hierarchy, line spacing included
    • Fallback fonts for email and office files
    • Czech diacritics tested on real headings
    • A set any outside designer can follow

    Imagery Style

    A description of which photos and graphics belong to the brand: subjects, light, composition, colour and how much editing. When we shoot ourselves, that description doubles as the brief, so the result fits the website and the deck with no extra work.

    We build a gallery of examples that fit the brand right next to examples that clash with it, and describe subjects, light, composition, color and how much retouching is right. When we shoot the photography ourselves, those same rules become the shoot brief, so the results fit the website and presentations with no extra editing.

    OutputImage rules with a right-and-wrong gallery, a guide to choosing stock and what to avoid there, and crops and formats for the most common placements. Photographer and designer both get a brief they can work from with no further explanation needed.

    • A gallery of good and bad examples
    • A guide to picking stock
    • Doubles as a photo shoot brief
    • Crops and formats for everyday use

    Technologies

    Sound familiar?

    John Doefirst call

    1. Every printer prints our logo in a different colour

    2. Without exact values every printer converts the colour its own way. The guidelines set colours in RGB, CMYK, HEX and Pantone and say which to use for each print technology.

    3. Every new designer asks about absolutely everything

    4. When the rules live only in the owner's head, every new supplier starts from zero. The guidelines answer for you, including examples of what must never be done to the logo.

    5. On social media we look different from our site

    6. An inconsistent look reads like several different companies. Rules for photos, fonts and layout give every channel the same face, whoever makes the post.

    7. We only have our logo in one file from 2012

    8. One raster file won't do for print or web. We prepare the logo as a vector, in versions for light and dark backgrounds, stacked and horizontal, and a small version for the favicon.

    Which one sounds like you?

    Pick your case and enter your own numbers. The screen works out what you're losing or gaining.

    I'm launching, and I need a face

    How many years you'll live with this brand5 years
    Clients a month39

    The face of your business costs

    €37 a month

    A logo and visual identity typically cost €2,200. Spread over 5 years that's €37 a month, or €0.94 for each of the 39 clients you see a month.

    Typical prices from the studio price list. We simply divide by how long the brand lives.

    Discuss your project

    My DIY logo doesn't fit anymore

    Where the logo appears: signage, business cards, packaging, social media12
    Average cost to replace one of these€40

    The whole switch to a new identity

    €2,680

    A new mark and style typically cost €2,200, plus 12 items to replace at €40 each: that's €480. If you replace these only as they wear out, the second part almost disappears.

    You set the replacement cost. Identity priced at the studio's typical rate.

    Discuss your project

    I look like a different company everywhere

    Materials a month: posts, flyers, presentations31
    Minutes spent tweaking fonts and colours in each20 min
    How much your hour is worth€30

    Tweaking takes up

    10.3 hours a month

    31 items at 20 min each is €310 a month at €30 an hour. A brand book typically costs €2,850. If it cuts the tweaking in half, it pays for itself in 18.4 months.

    Estimate: a brand book and templates cut the tweaking in half. Typical price from the studio price list.

    Discuss your project

    Isn't a logo PDF enough?

    For a small company where one designer makes everything, a vector logo and a few colours in an email will do. Guidelines pay off the moment several people who don't know each other use the brand.

    When a basic kit is enough

    • One regular designer who knows the brand makes your materials
    • You use the brand in a few places: site, business card, invoice
    • You don't print at scale or brand vehicles and premises
    • The team is small and everyone sees what the others send out

    When chaos starts without guidelines

    • You work with several agencies, printers and freelancers at once
    • You have branches, franchisees or salespeople making their own materials
    • The brand is printed on different materials and colours differ every time
    • Your regular designer left and nobody knows what to follow

    From a brand audit to guidelines people read

    1. You know what you have

      Call and audit

      We go through what exists and where it's used: logo, colours, print, site, social. We agree the chapters and you get a fixed price.

    2. The logo is ready everywhere

      Logo and its versions

      A vector logo in every version, clear space, minimum size and examples of forbidden changes.

    3. Colours match on everything

      Colours and type

      Colours in RGB, HEX, CMYK and Pantone, their proportions and fonts for web, print and office, including fallbacks for email.

    4. The brand has a style and a voice

      Photos and tone

      A photo style with examples, rules for icons and graphics and a tone of voice with samples of how to write and how not to.

    5. The rules held up

      Test on materials

      We try the rules on a business card, a post, a presentation and the site. What doesn't work in practice gets rewritten before anyone uses it.

    6. The guidelines are yours

      Handover

      A PDF to read, a web version for quick search and source files for the logo, colours and templates. All rights transfer to you.

    What brand guidelines cost

    • Logo

      from €800

      When you need one thing, done properly.

      Check pricing
    • Most chosen

      Identity

      from €1,200

      For a company that should be recognizable even without the logo.

      Check pricing

    • Brand book

      from €1,650

      When marketing, sales and freelancers all reach for the same assets.

      Check pricing

    Logo, colour or type rules from €250 per chapter, photo style from €350, tone of voice from €400, a full brand book from €1,650. Nothing is added on top, the price is final.

    Where we've done this before

    • 15chapters in the brand book
    • 14palette colors with Czech names
    • 5Instagram formats
    • 4language versions on our site

    A brand book and design system for a children's clothing brand: from values and the mark to the shop, Instagram and packaging.

    Open the case study
    BeHoneyBee brand book
    Children's fashion, branding · 2026

    BeHoneyBee brand book

    An identity built to survive contact with reality

    A logo is the easy part. The decisions behind it are the actual brand. We start with strategy, who you're for and what you stand for, because an identity without an argument is just decoration. Then we design for real life, well past the portfolio mockup. The mark has to work at 16 pixels and on the side of a building. The palette has to survive cheap print, and the voice has to sound like you in a job ad and a pitch alike. And we write it all down in a brand book, so the tenth freelancer you hire still looks like the same company as the first.

    What you ask most often

    What is a logo manual?

    A logo manual is a document of rules for using a logo: versions, clear space, minimum size, colours and forbidden changes. It keeps the logo identical at every printer and agency. Wider brand guidelines add fonts, photos and tone of voice.

    What's the difference between a logo manual and brand guidelines?

    A logo manual covers only the logo and its colours. Brand guidelines (a brand book) describe the whole brand: logo, colours, fonts, photo style, graphic elements, tone of voice and examples on real materials.

    How much does brand guidelines design cost?

    Logo rules from €250, the same for colour and type. A full brand book from €1,650, typically around €2,850 depending on scope. You know the price after the first call. Nothing is added on top, the price is final.

    Will you make guidelines for a logo you didn't design?

    Yes. We convert the logo to a vector if you only have an image, tune the colours for print and screen and write the rules. If we spot weaknesses in the logo along the way, we'll tell you and suggest a refinement.

    What format will I get?

    A PDF to read and print, a web page where any rule is found in seconds, and source files: the logo in SVG, PDF and PNG, colour palettes and templates. All of it is yours.

    How long does it take?

    Logo and colour rules take a week. A full brand book two to four weeks depending on the number of chapters and the materials we test the rules on.

    Does it include tone of voice?

    If you want it, yes, as a separate chapter from €400. It describes how the brand speaks, with example sentences that belong to it and ones that don't. It helps most where several people write copy.

    Who owns the rights?

    You do. We hand over all source files and transfer copyright to the logo and guidelines in writing. For third-party fonts we tell you which licence you need and what it costs.

    Will you update the guidelines as the brand grows?

    Yes. Guidelines are a living document and we add chapters as needed, for video, vehicle branding or social media. The web version updates immediately, so nobody works from an outdated PDF.

    Neighbouring categories

    All services

    Brand strategy

    2 services

    Brand style

    2 services

    Brand assets

    6 services

    Ready to build something solid?

    Drop us a message. We reply within a few hours to set up a quick chat.

    1. 1Within hours: a human reply: first thoughts, maybe a question or two.
    2. 2Within days: a 30-minute call. You talk, we listen. Free, no obligations.
    3. 3After the call: a written fixed quote, or an honest answer that we're not the right fit, with a tip on who to ask instead.

    No sales scripts. You'll be talking to the people who'll actually build it.

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