The brand’s visu­al iden­ti­fic­a­tion is built from cre­at­ing an ori­gin­al com­plex of ele­ments char­ac­ter­ist­ic of it, the com­pany logo, col­or and font gamut, or­na­ments, photo style, lay­out prin­ciples, which are then im­ple­men­ted in all com­mu­nic­a­tion ma­ter­i­als. Cre­at­ing a brand book col­lects all the com­pon­ents in a single format.