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How To Create Brand Style Guidelines And Why You Need Them

Brand style guidelines are an integral part of any company’s branding strategy, particularly in the tech industry. These guidelines serve as a blueprint for maintaining consistency and professionalism across all brand assets, including logos, colors, fonts, and imagery. By creating a cohesive brand signature, companies can establish a recognizable and memorable presence in the market.

Tech giants like Atlassian, Trello, and Skype have embraced the power of brand style guides, which reflect their values and brand stories. These guides provide instructions for logo usage, color variations, minimum size, and more. Companies such as Spotify, Medium, Facebook, and Snapchat have created comprehensive logo guidelines that ensure their logos are used correctly. Additionally, Twitter, Snapchat, and Netflix have defined and adhered to consistent core brand colors.

Typography choices also play a vital role in brand style guidelines, with companies like Twitter, Snapchat, and Trello utilizing specific fonts for various purposes. Furthermore, maintaining a consistent brand voice in messaging, as exemplified by Shopify’s grammar, punctuation, and tone guidelines, is crucial.

In conclusion, a brand style guide is an ever-evolving document that encompasses a brand story, logo guidelines, core color palette, typography hierarchy, brand voice, and imagery guidelines. Implementing these guidelines not only helps create a unified and professional brand image but also fosters recognition and trust among consumers.

What are brand style guides?

Brand style guides are comprehensive documents that outline specific guidelines for maintaining brand consistency in areas such as logos, colors, typography, and imagery, ensuring a cohesive and professional brand identity.

These guides serve as visual guidelines and design standards that help businesses and organizations maintain a consistent and recognizable brand identity across various platforms and communication channels.

By providing clear instructions on logo usage, color variations, typography choices, and imagery style, brand style guides help ensure messaging consistency and reinforce brand storytelling.

They play a crucial role in establishing a strong and memorable brand identity that resonates with target audiences.

By following these guidelines, businesses can maintain a consistent and cohesive brand presence, enhancing their credibility and establishing a strong brand identity in the minds of their customers.

Importance of brand consistency

Consistency in branding is of paramount importance as it ensures the establishment of a coherent and unified image across various platforms and touchpoints, thereby enhancing the brand’s credibility and recognition.

Benefits of brand consistency:

  1. Implementing brand guidelines: Brand style guides provide a framework for consistent messaging, design, and communication, enabling businesses to maintain a cohesive brand identity.
  2. Maintaining brand integrity: Consistent brand elements, such as logos, colors, and typography, help create a strong visual identity that customers can easily recognize and associate with the brand.
  3. Ensuring brand recognition: By consistently presenting the brand’s visual and verbal identity, businesses can create familiarity and build trust with their target audience, leading to increased brand recognition and recall.

A consistent brand image is essential for establishing trust, recognition, and credibility. Brand style guidelines play a crucial role in achieving this consistency by providing clear instructions on how to maintain a unified brand identity across all marketing channels.

Elements of a brand style guide

The components within a brand style guide encompass various aspects, including logo specifications, color palettes, typography choices, and guidelines for imagery, to ensure a cohesive and professional brand identity.

Custom illustrations play a significant role in enhancing the visual appeal and uniqueness of a brand. These guidelines outline the concept, composition, and shadowing techniques for custom illustrations.

Additionally, the brand style guide should include guidelines for photographic style, describing the desired aesthetic such as light, airy, and natural. It is important to categorize photographs into topical, cultural, or historical categories.

Furthermore, the brand style guide should provide directions on approaching data visualizations, including labeling and styling.

The inclusion of a brand story is crucial, as it helps establish the brand’s values and purpose.

Lastly, an easily editable and shareable brand style guide ensures that all stakeholders have access to the most up-to-date guidelines.

Examples from top tech companies

Examples of brand style guides from top tech companies showcase the visual and messaging elements that contribute to their distinct brand identities, providing a clear representation of their values and establishing a cohesive and professional brand image.

  • Atlassian and Trello have compelling brand stories that reflect their values, while Skype presents a playful and down-to-earth brand story.
  • These companies prioritize recognizable logo usage by specifying guidelines for logo variations and minimum size, as seen in the style guides of Spotify, Medium, Facebook, and Snapchat.
  • Consistent color presentation is achieved through defined core brand colors and specific color combinations, as demonstrated by Twitter, Snapchat, and Netflix.
  • Typography is also consistent, with Twitter and Snapchat using one font for everything, while Trello establishes a design hierarchy for fonts, text colors, and styles.
  • By incorporating these elements, these companies maintain visual style consistency and effectively communicate their brand identities.

Logo guidelines and specifications

Logo guidelines and specifications play a pivotal role in establishing a distinctive and recognizable brand signature, ensuring that the brand’s visual identity is consistent and effectively represents its values and offerings. To achieve this, brand style guides provide detailed instructions on logo usage. They include examples of how the logo should be used across different platforms and materials, such as on websites, social media, and print materials.

Additionally, the style guide outlines minimum logo size requirements to maintain legibility and visual impact. It also specifies logo color variations, allowing for flexibility while maintaining brand consistency. Logo placement guidelines are provided to ensure the logo is displayed in a visually appealing and appropriate manner.

Moreover, some brand style guides incorporate a logo design hierarchy, which outlines the different versions and variations of the logo for different contexts and purposes.

Color palette and combinations

Color palettes and combinations are essential elements in a brand style guide as they contribute to the overall visual identity and brand recognition.

Choosing brand colors is a strategic decision that requires careful consideration. A cohesive color palette should be created to ensure consistency across all brand materials. This involves selecting a primary brand color and secondary shades that complement and enhance the main color.

Exploring color combinations is also important to create visual interest and evoke specific emotions or associations. Color psychology plays a significant role in branding, as different colors can convey different messages and evoke specific emotions in consumers.

Therefore, incorporating color in visual elements such as logos, typography, and imagery is crucial for maintaining brand consistency and effectively communicating the brand’s identity and values.

Typography and font choices

Typography plays a crucial role in shaping a brand’s visual identity and effectively communicating its message to the audience. To create a consistent and cohesive brand experience, it is important to consider the following aspects of typography:

  1. Font hierarchy: Establishing a clear hierarchy of fonts helps guide the reader’s eye and emphasizes key information.
  2. Font pairing: Choosing complementary fonts that work well together creates visual interest and adds depth to the brand’s design.
  3. Font fallback options: Including fallback options ensures that the brand’s typography remains consistent across different platforms and devices.
  4. Consistent typography across platforms: Adapting the typography to various platforms, such as websites, mobile apps, and print materials, helps maintain brand consistency and readability.
  5. Incorporating custom fonts: Designing unique fonts or using custom typefaces can help differentiate the brand and create a memorable visual identity.

By paying attention to these typography elements, brands can enhance their visual storytelling and create a strong and recognizable brand presence.

Writing style and brand voice

The writing style and brand voice of a company serve as the verbal expression of its identity, guiding the tone, vocabulary, and messaging to create a cohesive and engaging communication experience that resonates with the target audience. To ensure consistency and professionalism in messaging, brand style guides often include guidelines for grammar rules, tone guidelines, vocabulary choices, and words to avoid.

These guidelines help maintain a consistent brand voice across all communication channels. Additionally, brand style guides may include writing samples that showcase the desired tone and style. By providing clear instructions on writing style, companies can ensure that their messaging aligns with their brand values and effectively communicates their message to their audience. The following table highlights the importance of each aspect in creating a strong brand voice:

Grammar rulesEnsures clear and correct communication
Tone guidelinesSets the overall mood and attitude of the brand
Vocabulary choicesEstablishes a consistent and recognizable language for the brand
Writing samplesProvides examples of the desired tone and style
Words to avoidHelps avoid language that may conflict with the brand’s values or image


Brand style guides are essential for creating consistency and professionalism in branding. These guides outline specifications for logos, colors, fonts, and imagery, ensuring a recognizable brand signature.

Top tech companies like Atlassian, Trello, and Skype have compelling brand stories that reflect their values and are reflected in their style guides. Logo guidelines provide instructions for logo usage, color variations, and minimum size, as seen in Spotify, Medium, Facebook, and Snapchat’s guides. Core brand colors should be defined and consistent, with examples seen in Twitter, Snapchat, and Netflix’s color combinations.

Typography choices should be consistent and outlined for different purposes, such as Twitter and Snapchat’s use of one font for everything or Trello’s design hierarchy. Brands also need to maintain a consistent brand voice in messaging, as demonstrated by Shopify’s dos and don’ts for grammar, punctuation, and tone.

Guidelines for imagery, including style, color, and content, should also be included. Overall, a brand style guide should be an ever-evolving document that includes a brand story, logo guidelines, core color palette, typography hierarchy, brand voice, and imagery guidelines.

In conclusion, brand style guidelines are crucial for maintaining consistency and professionalism in branding. By providing specifications for logos, colors, fonts, and imagery, these guides ensure a recognizable brand signature. Top tech companies serve as examples of the importance of brand style guides, with their compelling brand stories reflected in their guides.

Logo guidelines, color palettes, typography choices, and brand voice all contribute to a cohesive and impactful brand identity. By following these guidelines, companies can effectively communicate their values and establish a strong brand presence.

How do brand style guidelines contribute to overall business success?

Elite Digital Marketing emphasizes the importance of creating a strong and recognizable brand and outlines the benefits of consistent branding through a comprehensive brand style guide. Their services include website design, social media marketing, SEO, and more, with a focus on driving leads and digital rebranding. Through their creative edge and years of experience, Elite Digital Marketing helps take brands to new heights.

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