# Brand guidelines: what it is and how it works · Zorraquino
> Brand guidelines bring together the criteria needed to apply a brand consistently.
URL: https://www.zorraquino.com/en/dictionary/branding/corporate-identity-manual.html

# Brand guidelines

Brand guidelines bring together the criteria needed to apply a brand consistently

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

They describe its visual elements and, where relevant, its verbal, sonic or motion elements. They should include useful examples, justified restrictions and resources that teams can access. They can be a document or a living platform with defined versions and owners.

Also known as

Brand identity manual, corporate identity manual

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Variants and linked concepts

- **Minimum reproduction size.** The minimum reproduction size sets limits to keep the identifier legible across different media, including digital ones.
- **Advertising version.** Variants of the identifier should document their function and conditions of use. There is no universal classification of advertising versions.
- **Clear space.** The clear space defines the area that must be left empty around the identifier to preserve its legibility and recognition.

## Related concepts

- [Verbal identity](https://www.zorraquino.com/en/dictionary/branding/verbal-identity.html)
- [Visual identity](https://www.zorraquino.com/en/dictionary/branding/visual-identity.html)
- [Distinctive brand assets](https://www.zorraquino.com/en/dictionary/distinctive-brand-assets)