What Goes Into Brand Guidelines (and Why They Matter)
Brand guidelines keep your identity consistent as more people create materials. Here is what a useful set contains.
When one person designs everything, consistency is easy. When a team, freelancers and agencies all produce material, rules are what keep your brand recognisable.
What a good guideline covers
- Purpose and personality: what the brand stands for and how it should feel.
- Logo: versions, minimum size, clear space and misuse examples.
- Colour: a small palette with exact values for print and screen, and rules for contrast.
- Typography: fonts, sizes and hierarchy for headings and text.
- Imagery: photography and illustration style.
- Tone of voice: how you write, with examples.
- Layout and components: grids, buttons and templates for common materials.
Keep it usable
A guideline that people read is better than a long one that sits unread. Use examples, show right and wrong and provide ready-to-edit templates.
Digital considerations
Include rules for websites and social media: accessible contrast, responsive logo versions, icons and the way the brand appears at small sizes.
Keep it alive
Review the guide when the business changes, and store it where everyone can find the latest version.
Frequently asked questions
Do small businesses need guidelines?
A short one-page guide with logo, colours and fonts already improves consistency.
Who should own the guidelines?
One person or team should keep them current and approve exceptions.
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