Brand guidelines are vital to ensure correct and consistent usage of your brand identity across all assets to deliver the brand narrative clearly and effectively. The guidelines can be as concise or as comprehensive as your brand requires. However, there are some fundamental elements that every brand guideline must contain:
Logo variations: The primary logo, along with the approved variations like a horizontal or vertical stack, a monogram or simpler version and monochrome logos should be included, and their usage specified across different applications. Not all brands will have all the mentioned variations, nor is it necessary. Stick to the options that are relevant to your brand.
Clear space and minimum size: Defining the minimum empty space required around the logo helps avoid visual clutter and ensure that the logo is always legible. The minimum size at which the logo can be used in print and digital media should also be specified to maintain the integrity of the logo.
Incorrect usage: Along with the correct usage, your brand guidelines must also include examples of common mistakes to avoid. They can be related to incorrect stretching, angling, colour, use of decorative elements and effects, etc.
Typography: Your brand guidelines should enlist the brand’s primary and secondary typefaces along with their weights for their respective usage. This will help in maintaining clear typographical hierarchy and a consistent reading experience, along with reinforcing your brand’s personality.
Colour: Include your brand’s primary and secondary colours, along with their HEX codes, RGB and CMYK codes, and Pantone codes. You can also include the percentage of tints to be used if any and what colour combinations to use in various scenarios.
Apart from the aforementioned fundamentals, brand guidelines can also include the following to make them more comprehensive:
Brand voice: Whether your brand’s voice is professional, conversational or playful; including the tone in which your brand communicates can help ensure that the visuals and copy reaffirm the voice the brand has.
Imagery: Your brand guidelines can also include direction on visual style, composition, editing styles and mood of photography, illustrations and graphics to be used.
Iconography: To maintain a consistent icon style, your brand guidelines can define aspects such as style, line weight, proportions, corner radius, colour usage and fill.
Well-made brand guidelines can strengthen brand recognition, build trust and ensure consistency across customer touchpoints. It also helps internal teams and external vendors to communicate your brand effectively and consistently.
Looking to develop or refresh brand guidelines for your brand? Reach out to us today to see how we can help.