Building a Brand Style Guide
A brand style guide is the blueprint for your visual identity. It ensures your colors, fonts, logos, and messaging stay consistent across your website, social media, print materials, and customer communications. Without a style guide, branding becomes inconsistent—and inconsistency weakens trust. If you're still defining your brand, start with our guide on what brand identity is.
Why a style guide matters
Consistency is one of the most important parts of branding. A style guide helps:
- Keep your visuals aligned across platforms
- Ensure your website matches your marketing materials
- Make your brand feel more professional
- Save time when creating new content
- Support future designers or team members
What to include in your brand style guide
1. Brand Colors
Include your primary, secondary, and accent colors with HEX, RGB, and CMYK values. If you haven’t chosen your palette yet, explore choosing brand colors.
2. Typography (Fonts)
Define your heading font, body font, and any accent fonts. Include examples of how they should be used. Learn more in choosing brand fonts.
3. Logo Usage Rules
Specify:
- Primary logo
- Alternate versions
- Icon or favicon
- Minimum size
- Clear space requirements
- Incorrect usage examples
4. Imagery and Photography Style
Define the types of images that fit your brand—bright, minimal, bold, natural, etc. This helps maintain consistency across your website and social media.
5. Voice and Tone
Your brand’s personality should come through in your writing. Are you friendly? Professional? Playful? Clear guidelines help keep messaging consistent.
6. Examples of Correct and Incorrect Usage
Visual examples make your guide easier to follow and reduce mistakes when creating new materials.
Where to go next
Continue building your brand with these guides:
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