How to Create Brand Guidelines: A Comprehensive Guide


Did you know that keeping your brand the same everywhere can make you 23% more money? In the world we live in, having clear brand rules is super important. A branding guide helps keep your brand looking the same and strong across all places.

A brand manual holds all the looks and stories that make a brand special. It talks about fonts, colors, logos, images, and how the brand should sound. A good guide makes you look more professional and helps people know you, just like everyone knows Google and Apple. Venngage’s Brand Kit makes sticking to your brand easy on all designs, making everything look right.

Key Takeaways

  • Consistent brand presentation can boost revenue by up to 23%.
  • Brand identity guidelines ensure uniformity across departments, partners, and agencies.
  • A branding style guide includes specifications for typography, colors, logos, and imagery.
  • Maintaining a consistent brand image enhances professionalism and recognizability.
  • Tools like Venngage’s Brand Kit can expedite the application of brand elements to designs.

What Are Brand Guidelines?

How to create brand guidelines is key for every company. They help make a brand clear and easy to recognize. Brand guidelines cover more than looks. They tell your brand’s story and values in every message.

Definition and Purpose

Brand guidelines are like a rule book for your brand’s look and voice. They include how logos, colors, and fonts should be used. By following these rules, a brand stands out and looks trustworthy everywhere.

Benefits of Brand Guidelines

Using a brand guidelines template has big pluses, like:

  • Consistency: Keeps the brand’s message the same on all channels.
  • Professionalism: Shows you’re serious and reliable.
  • Efficiency: Makes creating content faster and easier.
  • Recognizability: Helps customers know and trust your brand.

Learning how to create brand guidelines is helpful both inside and outside your company. It sets a clear path for your brand’s future success. That’s why sticking to brand standards is so important.

Defining Your Brand Identity

Defining your brand identity is key to making a mark in the market. You should clearly talk about your core values, mission, and vision. This is how you let people know what your brand is all about. It also helps guide all your future plans.

Establishing Core Values

Nail down your brand’s core values. They’re the beliefs that guide your every move. Just look at Apple and Google. They rock at innovation and quality because they stick to their values. Clear values are a must to get everyone who matters on board.

Creating a Brand Mission Statement

Your mission tells the world why your brand rocks. Make sure it’s clear and in line with your values. Atlassian aims to help teams shine. This speaks to their focus on customers and their big goals. Create a mission that inspires and connects.

Developing Brand Vision

Spell out your long-term dreams with a brand vision. This is about the impact you want to make. Tesla leads the way with their green vision. A strong vision boosts your brand identity. It also helps make smart choices and get everyone moving together.

How to Create Brand Guidelines

Making good design guidelines for brands is important. It all starts with a story. A good story helps keep the brand looking and feeling the same.

design guidelines for brands

Then, work on logo rules. This makes sure your logo always looks right. Set the size, space, and colors of your logo. This stops it from looking wrong anywhere.

After that, pick a color theme. Choose colors that show your brand’s life and spirit. Have main, extra, and bright colors. This gives you a range to use, while keeping the look steady and strong.

Using the same kind of fonts is key too. Pick fonts that match your brand’s style. Decide the types, sizes, and how they should be placed. This means every word looks like it comes from your brand.

Lastly, choose how you talk about your brand. Make your messages always sound like your company. Being clear and using the same style in all talk makes people trust you more. This way, your brand really connects with others.

Making design guidelines for brands is detailed work. But with care, you can make sure your brand stays true. And it will look and feel the same everywhere.

Designing Your Logo

Creating a logo is key for your brand’s look. It’s the first thing people notice. By following clear guidelines, your logo will always look familiar and good.

Logo Design Standards

Using the right rules helps keep your logo professional and the same everywhere. These rules cover:

  • Typography: Consistent font style, size, and placement.
  • Color Palette: Defined primary and secondary colors for different uses.
  • Size Specifications: Minimum and maximum size guidelines.

Logo Usage Rules

Setting rules for logo use keeps it clear. Important rules include:

  1. Clear Space: Define the minimum space around the logo to avoid clutter.
  2. Background Restrictions: Appropriate backgrounds where the logo should be placed.
  3. Non-distortion: Ensure the logo is not stretched or compressed.

Logo Variations and Restrictions

Brand asset guidelines also cover logo changes and what not to do. This part mentions:

Color VariationsDifferent color versions for dark and light backgrounds.
MonochromeSingle color use for specific media types.
Incorrect UsageExamples of improper use, such as rotation, color alteration, or adding effects.

By having clear guidelines, your brand will keep its strong, consistent look. This is important for all places your logo shows up.

Establishing a Color Palette

Creating a color palette is key for a consistent brand look. The brand colors show the brand’s character. They are used in all visuals to share the brand’s vibe. Using color consistently is important.

Choosing Brand Colors

To pick the right brand colors, we must understand the brand well. A good palette has primary, secondary, and accent colors. These colors should work well together and be easy to recognize. Brands like Google and Coca-Cola are famous for their well-chosen colors.

Color Codes and Variations

To keep brand colors the same everywhere, we use exact color codes. These codes are for digital and print. They include CMYK and RGB values. This makes sure the brand’s look is consistent whether online or on paper.

Examples of Color Usage

Showing what’s right and wrong in using colors stops mix-ups. Guidelines help with using primary and secondary colors well. They show how to use colors in ads. Good color use makes the brand look good and strong.

Selecting Typography

Typography is a big deal for a brand’s look. Picking the right font styles is about more than just looking good. It changes how people see a brand. Looking at fonts like Helvetica or Proxima Nova, keep things looking sharp and together.

font styles

Font Choices and Hierarchies

It’s key to set up how your font styles will be used. This tells us what each part of the text should look like. Mixing Brandon Grotesque and Adobe Garamond Pro makes things look pro and flow well. Don’t forget about using font weights like bold or light, which helps to organize the text clearly.

Usage of Fonts Across Media

Keep your font sizes the same everywhere for a strong brand sound. Google Fonts has many free choices. They are okay to use for any project. This helps to look the same online and in print, without worry about fonts rights. If you’re on a tight budget, there are good alternatives for expensive fonts in a font dupe directory.

Examples of Typography in Action

Good typography shines in brand guides. For example, iHeartMedia’s guides detail font sizes and colors with usage examples. The space between letters, or kerning, is really important. Good kerning looks sharp and pro. Bad kerning can make a logo look bad, hurting how people see the brand.

Use special fonts for only a few parts, not a lot of text. This keeps things clear to read and adds interest to your brand. With 75 font combos per brand look on Google Fonts, you can find the right mix. This makes sure your brand’s writing fits its style perfectly.

By following this advice, brands can make their typography stand out. This helps them look more pro and be remembered better.

Defining Your Brand Voice

Defining your brand voice is key to connecting with your audience well. A well-crafted brand voice makes sure all messages feel right and show your brand’s personality.

Understanding Brand Tone

The tone you pick shows your brand’s mood and attitude. It could be friendly or very pro, but it has to be the same everywhere.

This means on social media, talking to customers, and in ads. Wherever your brand speaks, the tone should be the same.

  • Casual and approachable: Good for brands that want to seem more like friends to their customers.
  • Professional and authoritative: Plenty of trust and knowledge is conveyed this way. It suits those kinds of brands.

Guidelines for Consistent Communication

Having clear rules for your brand’s talk is about knowing your crowd. Making messages fit what they like is important. Using customer personas is a big help here.

  1. Identify Key Personas: Find key customer types to speak accurately to them. For example, ‘Vanlife Vanessa’ likes the outdoors. ‘Homebody Horace’ loves staying in.
  2. Language and Tone: Decide what kind of words and tone to use for different times and people. This makes your brand’s talk always on point and true.
  3. Training and Implementation: Make sure your team knows how to stick with the brand’s voice. Train them together. Workshops and guides are great for this. Making sure everyone talks the same way is important.

Get your brand’s voice right from the start. Stick to your guidelines to have a clear story that people love. It makes your brand strong and well-known.

Creating Imagery Guidelines

Imagery rules keep your look the same everywhere. They tell us which images to use, how to design them, and colors to pick. This keeps our brand story clear in all ads and messages.

Types of Approved Imagery

We must pick the right photos, art, and graphics for our brand. Atlassian chooses images that show everyone is welcome. Spotify also shows which image styles are good and which are not.

Specifications for Photography and Graphics

Knowing how photos and graphics should look helps keep our brand’s feel. We say what colors to use and how bright they can be. Trello, for example, picks from lots of colors but stays looking the same. Atlassian reminds us all that images need to be easy for everyone to see online.

Examples of Appropriate and Inappropriate Images

Show both right and wrong pictures to your team. It helps keep our look and feel the same. By using brand photography guidelines, we stay true to our brand’s colors and style. Spotify does this to help designers quickly choose the best images.

Having clear image guides helps our brand stay the same. It also makes it easier for designers to show what our brand is all about.


Making strong brand guidelines is key for setting a steady brand look and feel. This steps-based approach includes outlining the brand’s heart, keeping logo rules, picking matching colors, choosing fonts, and setting the right tone. These guidelines are the keys to your brand’s character, spelling out its personality and how it talks.

So, brand guidelines serve as a must-use map for keeping everything looking the same. They make sure all stuff – like online pages to paper stuff – all show the brand’s true self. Doing this builds trust and makes the brand easily known by its audience.

Remember to check and tweak these guidelines now and then, especially if your plan or the market changes. Staying up-to-date keeps your brand looking sharp and current. Following these rules closely and updating them as needed, your brand speaks to your audience with one powerful voice. This helps you make lasting relationships and keeps your brand growing strong.


What are brand guidelines?

Brand guidelines are like a rulebook for a brand. They show how the brand should look and what it should say. This helps everyone keep things the same and understand the brand better.

Why are brand guidelines important?

They make a brand look professional and easy to recognize. Brand guidelines also make sure the brand is shown well everywhere. This way, people can trust and easily remember the brand.

What should be included in brand identity guidelines?

These guidelines include important things like the brand’s goals and what it stands for. They also cover the logo, colors, fonts, how to talk, and what pictures to use. All these parts show what the brand is about.

How can I create effective brand guidelines?

First, come up with a story that describes the brand. Then, list the brand’s main values and goals. Talk about how the logo, colors, and fonts should be used. Make sure to show examples. This will make your brand’s look and message clear to everyone.

What are logo design standards?

Logo standards are rules for using a logo. They tell how much space the logo needs, what colors to use, and how big it should be. Following these rules makes sure the logo always looks right.

How do you choose brand colors?

Choose colors that show what your brand is about. Include a list of main and extra colors. Also, add exact color codes for a consistent look in all your stuff.

What role does typography play in brand guidelines?

Typography is a big part of how people see a brand. Guidelines will pick out fonts and show how to use them. This keeps everything looking the same no matter where it’s shown.

How do you establish a brand voice?

To find your brand voice, think about the people you want to reach. Decide what kind of language and tone would speak to them. Write down how your brand should sound, and use it everywhere to talk to customers.

What are imagery guidelines?

These rules cover what images can be used, how they should look, and what they should show. By giving examples, the brand keeps its look and feel the same in all pictures.

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