What are brand guidelines?
Brand guidelines are a document that explains how to use your brand correctly: logo versions and spacing, colours, fonts, imagery, tone of voice and examples. They make sure everyone who creates material for you gets it right.
What should brand guidelines include?
At a minimum: logo versions, clear space and minimum sizes, colour codes, typefaces, photography style and dos and don'ts. Fuller guidelines add tone of voice, templates and examples for social media, print and signage.
How do I create brand guidelines?
Your brand designer usually creates them at the end of an identity project. They gather the design decisions into a clear PDF or online guide with examples. Keep them short and practical so people actually use them.
Why is brand consistency important?
Consistency builds recognition and trust. When every touchpoint looks and sounds the same, customers remember you more easily and see you as professional and reliable. Inconsistent branding can make even a great business look disorganised.
What is the difference between a style guide and brand guidelines?
The terms are often used interchangeably. Some people use style guide to mean visual rules only, and brand guidelines to include strategy, values and tone of voice too. What matters is that it covers what your team needs.
How much do brand guidelines cost?
Simple guidelines are often included in a logo or identity package. A detailed brand book with templates and tone of voice costs more. Ask your designer what is included before you start.
Who needs to use my brand guidelines?
Anyone who creates material for you: staff, web developers, printers, sign makers, social media managers and marketing agencies. Sharing the guidelines up front saves time and avoids costly reprints.
What are brand do's and don'ts?
These are simple visual examples showing correct and incorrect use, such as not stretching the logo, not changing its colours or placing it on busy backgrounds. They are often the most useful page in the guidelines.
Do small businesses need brand guidelines?
Yes, even a one or two page guide helps. As soon as someone other than you creates material, whether a printer or a new employee, a simple guide keeps your brand looking consistent.
How often should brand guidelines be updated?
Review them whenever you add new services, channels or templates, and at least every couple of years. Guidelines should grow with your business rather than sit unused in a folder.