Understanding Your Brand Guidelines

When you work with a designer on your brand identity, you should receive a brand guidelines or brand style guide document. This is usually a PDF file that includes all the aspects and information about your brand and how to properly use brand elements. These documents are often very involved and can be confusing when you don’t know exactly what you’re looking for. Let’s break down some of the major elements that are likely included in your brand guidelines!

Logo Specs

The first and one of the most important things you’ll find in your brand guidelines will be your logo specifications. You’ll find the primary and secondary logos and information about how and where to use them. There will be rules about the clear space (required white space around the logo), minimum recommended logo size, how and when to use a tagline, acceptable usage of color, and more. It’s incredibly important to follow these rules as your logo is the face of your brand and should be the most consistent and recognizable aspect of your branding.

Brand Story

Your brand story, values, and tone of voice should be included so that you can keep an eye on the bigger picture of your goals and ultimate vision. This section outlines the foundation of your business and brand persona.

Typography

Typography is the style and size of letters used throughout your brand. This includes the font family, typeface styles, and size. For example, there may be a rule that all headings are in font A, bold; all taglines are in font A, regular; all body copy is font B; with a heading to body copy ratio of 2:1. This section will also include information about kerning and line spacing.

Color Palette

The color palette will not only include the primary and secondary colors of the brand, but also their color names and usually the hex code. The ratio of colors and their usage rules should also be clearly defined.

Visual Elements

The visual elements section encompasses all of the assets used to communicate the brand’s personality. This includes photography and editorial style, illustrations, iconography, texture, motion design, and any other relevant information that you would need to know as a business owner or for the reference of your designers.