How many standard pages are enough?

The question about the thickness of standards often arises when a business is preparing to create or redo its brand identity. Sinh Vũ encounters two opposing misconceptions: one side wants to make it thicker to appear professional, while the other wants to do it quickly and cheaply. Both choose the wrong anchor point. The correct anchor point is the actual touchpoint and the number of users of that document.

Three reference levels

Sinh Vũ uses three ranges as references when consulting on scope, not as rigid commitments. A specific outline after inventorying touchpoints is the true measure.

• Simplified version, around 15 to 25 pages: covers logo and variations, color palette, typography, and 5 to 7 core applications such as business cards, signage, and social media. Suitable for small brands, small internal teams, and fewer touchpoints.
• Standard version, around 40 to 60 pages: adds rules for more touchpoints such as packaging, publications, digital channels, and tone of voice guidelines. Suitable for many small and medium-sized businesses that are expanding and have multiple parties using the documents.
• Full version, around 80 to 120 pages: covers multiple product lines, multiple branches, external production partners, and special situations. Designed for large brands that require rules for many parties operating simultaneously.

Four factors determining thickness

Before finalizing any amount, you need to answer these four questions:

• How many touchpoints need adjustment and consistency? List them out: website, social media, packaging, standees, uniforms, invoices... Each touchpoint has its own specifics that require separate rules.
• How many people and how many parties use this document? An internal team of three uses it differently than ten printing suppliers across three cities. The more parties involved, the clearer and more comprehensive the rules need to be.
• Is the brand single-line or multi-line, multi-branch? A brand is much simpler than a parent brand with many sub-brands, each with its own nuances.
• What is the current budget and urgency? It is not advisable to create a full version when it is not needed, as costs are high and excess materials often end up in drawers.

Common errors

Sinh Vũ sees two recurring mistakes, and both cost money in different ways.

• Creating thick for show: Most pages go unread. The design and drafting costs are high, but the operations team only uses the first few pages and discards the rest. The result is spending money on documents without increasing actual consistency.
• Thin out for speed: Lack of rules for important touchpoints. The design and printing teams still have to guess, each guessing in different ways, leading to a chaotic identity. Saving costs on standards may lead to higher expenses for corrections later.

A standard guideline does not need to be hundreds of pages long. Even a concise version can adequately define the mission, tone, and visual identity for a small brand, as long as it covers the actual touchpoints.

FlippingBook, How to Create a Brand Book

The viewpoint of Sinh Vũ

Sinh Vũ does not finalize the number of pages at the start of the project. The first step is to outline in a way that reflects how your team actually operates: list touchpoints, identify who will use this material, and then decide on the scope. The numbers 15 to 25, 40 to 60, or 80 to 120 pages are ranges to anchor budget and time expectations, not fixed targets.

What matters is not whether the book is thick or thin. What matters is that after having the document, anyone on the team or an external supplier can open it and make the right decision without needing to ask again. If this can be achieved with 20 pages, then 20 pages are sufficient. If 60 pages are needed, then do not skimp.