Brand Guidelines

Keep your brand consistent, everywhere.

Your brand is more than just a logo, it’s how people recognise and connect with you. Brand guidelines ensure that every interaction with your brand, from your website to social media to packaging, is clear, cohesive, and professional.

So, what are brand guidelines? Brand guidelines are a set of rules that define how your brand should be presented. They outline everything from logo usage and typography to colour palettes, tone of voice, and imagery. These standards ensure your brand is always represented accurately and consistently.

Why do brand guidelines matter?

A consistent brand builds trust and recognition. Studies show that strong brand consistency can increase revenue by up to 23%. When customers see a brand they recognise and trust, they’re more likely to engage, purchase, and remain loyal.

It’s also really important for your team to understand the company visually, to ensure that touchpoints they create represent you correctly and consistently.

What should your brand guidelines include?

Logo usage

Of course your logo is the key to your business, so we make sure you know how to use it correctly.

We will include the different layout versions of the logo, whether it is stacked, landscape, or versions with and without straplines. We will show examples of correct use and placement of the logo (and examples of incorrect!) so you know how to use it across all touchpoints. There will also be rules on how you can edit the logo, making sure it isn’t distorted or reproduced in the wrong colour.

Typography & fonts

Fonts are another important part of your identity and need to be used consistently.

We will include the name and style of the typeface, along with the weights of the font that you can use. For example, light fonts may be specified for body copy, and bold fonts for headers. If you’re looking for flexibility, we may include secondary typefaces for special campaigns or usage.

Colour palette

Accurate colours are a must for any brand.

We will include your colour palette with CMYK, RGB and HEX values. This ensures you have all the information you need to use your colour palette consistently. You may have a primary and secondary palette, or an accent colour depending on your brand. Tints will also be shown to help where you need lighter colours. Plus, we will show how colours can be used together to ensure legibility.

Imagery & graphics

Across your brand, you may have photography, icons and graphical elements.

Graphical elements are crucial to a brand’s personality, as they’re likely to be used as an addition to your logo. We will showcase how these work across print touchpoints such as signage or stationary and digital touchpoints like your website or social media, whichever is relevant to you. There will also be a guide on your photography style, to make sure photos have the same look and feel wherever they are used.

Collateral

Every aspect of your brand should be consistent, from business cards to brochures.

A key part of the brand guidelines process is demonstrating the application of your brand. This can include items such as letterheads, merchandise, uniforms, flyers, leaflets, etc.

Brand story & tone of voice

Your values as a business are part of your identity, and how you communicate these to your audience is vital.

Your mission, vision and values will be at the forefront of your identity so whoever you share your guidelines with, will understand who you are. These will likely feed into your tone of voice and how you speak to your customer, whether this is ‘friendly’, ‘professional’ or ‘informative’.

Take a look…

Brand evolution

Your brand guidelines should grow with your business. As you expand, target new audiences, or refresh your brand identity, updating your guidelines ensures your brand remains relevant and impactful.

We can help you update and add new material into your brand guidelines as you evolve. We always label our guidelines with the month and year so you know when it’s time to give them a refresh.

We’d love to talk

Need brand guidelines? We can help.
Whether you’re starting from scratch or refining existing guidelines, we create comprehensive guides that align with your vision and support your long-term success.

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