Ensuring standards for future applications

Brand Guidelines

What are brand guidelines?

Brand guidelines are a written document which details how your brand should be portrayed. Brand guidelines are used by everyone who creates business communications for you. This includes business cards, letterheads, brochures, posters and websites.

What do brand guidelines consist of?

Below is a list of the basic requirements of brand guidelines

  • An introduction to your brand’s vision, personality and brand values
  • Brand message or vision statement
  • Examples of ‘tone of voice’. Defining the tone of your copy is a major part of your brand’s personality
  • Logo usage. Details of correct size, dimensions, colours, spacing and positioning on the page
  • Typography. Details of font family to be used in print. Alternative fonts for web display. Details of size and colour, line-height and spacing
  • Examples of image style and photography that will work with your brand
  • Examples of how the font and logo are used on company letterheads, business cards, brochures and other company literature
  • Your brand’s colour palette.  Primary and secondary colour palettes with colour information (pantone references, CMYK or RGB values) for print, screen and web.

Why do I need brand guidelines?

Good brand guidelines are an vital reference tool for everyone who creates communications for your brand. By applying clear brand guidelines you maintain control over how your brand is displayed. You ensure that everyone is creating a consistent picture of your brand. This is particularly important if you are displaying the brand over many media platforms, print and digital.

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