Research: What goes into a branding book?

Jess here. I would like to offer up some examples of what a good branding book should contain.

These are some pages of Target's Standards.

Target is a good example of a set of guidelines that addresses not only the mark but how the typographic portion or version of the logo should be used with the visual mark of their bulls-eye. This includes how they relate to each other, spacing, placement, and how it will be used.

Since Target is a corporation that heavily focuses on their branding, the way they demonstrate size restraints, logo usage and color palette is very important. These are things which should always be considered in any branding book.

Another important thing to include is the typeface and its variations so there is consistency within all additional text on any branded materials.