You’ve heard it before, but we’ll say it again: when it comes to branding, consistency is key. That’s where Brand Guidelines come in. By building a coherent set of standards that everyone can reference and follow, you’re setting the stage for consistent branding across every marketing channel, asset and appearance.
Brand Guidelines can vary in details, but they all include your most foundational creative elements, such as logo, typography, colors, icons and photography. The strongest, most effective Brand Guidelines have just the right amount of explanation. Ideally, you want to set enough rules to create a clear visual identity—but too many restrictions, and you could be limiting creativity.
You’ve got the vision, and you know how you want your brand to look—now it’s time to pick out and break down the loose visual elements. Get ready to see your brand in high definition with fully fleshed-out Brand Guidelines. If you haven’t done your research, now’s the time: what do different fonts and colors communicate to your audience? What parts of your brand have to come through in your visual identity? Questions like this will come up as you’re building your guidelines, but don’t worry—that’s what our Framework is for.
Display the black-and-white variations of your logo and set rules for its treatment, including the icon version, logo placement, and other proportional aspects.
Decide on the fonts and colors that’ll be used across your communications, including additional guides for letter spacing, sizing, and color pairings.
If you plan on having custom illustrations and icons for your brand, here’s where you can keep a usable library. Also make sure to have a few images that represent your ideal photography style.
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