Brand style guide is a comprehensive document that outlines a company's visual and written guidelines for all of its communications. It acts as a roadmap for the company's branding strategy, ensuring that all materials created for the brand are consistent and aligned with the company's overall identity. This consistency is important because it helps to build trust and recognition with customers, and makes it easier for a company to roll out new products or campaigns.
The brand style guide should be a living document, meaning it should be reviewed and updated regularly as the brand evolves. It is also important to note that the guide should be shared with all members of the company, including employees, partners, and vendors, to ensure that everyone understands the company's branding guidelines and can apply them consistently.
The elements of a brand style guide typically include:
Brand mission and values: A brief statement that summarizes the company's purpose and core beliefs. This section gives context to the design and messaging choices, and reminds everyone of the company's goals and the reason why it exists.
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Logo guidelines: Detailed specifications for the use of the company's logo, including size, placement, and color variations. The logo is often the first thing people see when they come across a brand, so it's important to have clear guidelines for how it should be used. This section should also include information on how to use the logo in different contexts, such as on different colored backgrounds, in print or digital materials, or on merchandise.
Typography: A description of the primary and secondary typefaces used in the brand's design, as well as guidelines for their use. The typeface is often used as a design element to communicate the personality of the brand, so it's important to have clear guidelines for how it should be used.
Color palette: A description of the brand's primary and secondary colors, along with their hex codes. Colors can evoke different emotions and associations, so it's important to have clear guidelines for how they should be used in different contexts. This section should also include information on how to use the colors in different contexts, such as on different colored backgrounds, in print or digital materials, or on merchandise.
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Imagery: Guidelines for the use of photography and illustration in the brand's communications. This section should include information on the types of images that are appropriate for the brand, as well as guidelines for how to use them in different contexts.
Tone of voice: A description of the brand's personality and the tone of voice it uses in its communication. This section should include information on the types of words and phrases that are appropriate for the brand, as well as guidelines for how to use them in different contexts.
Templates: Examples of the brand's design elements in use, such as business cards, brochures, and email signatures. This section should include templates for different types of materials, such as print materials, digital materials, and merchandise.
In summary, a brand style guide is a document that outlines the visual and written elements that make up a company's brand identity, and should be a living document that is reviewed and updated regularly. Its goal is to ensure consistency across all forms of communication, and to build trust and recognition with customers.