Every organisation’s brand guidelines look different, but most include these core elements:
Brand foundation
Mission statement and brand values
Company history and positioning
What your brand stands for
Visual identity
Logo variations and usage rules
Minimum spacing and size requirements
Approved and prohibited logo placements
File formats for different uses
Colour system
Primary and secondary colour palettes
Hex, RGB, and CMYK codes
Colour usage examples
Typography
Approved fonts for headings and body text
Font sizes for print and digital
Hierarchy and pairing rules
Imagery and graphics
Photography style and examples
Icon sets and design elements
Image treatments and filters
Voice and tone
Writing style and personality
Grammar and punctuation rules
Messaging examples
Making brand guidelines work
The best brand guidelines are easy to share and simple to understand. Keep them concise, visual, and digitally accessible so anyone —from your marketing team to external agencies —can follow them without confusion.
Store your brand guidelines in Brandkit to make them searchable, shareable, and always up-to-date.
Learn what to include in brand guidelines: logos, colours, fonts, imagery, tone of voice, and brand values. Discover how to create clear, accessible brand standards that keep your team and partners on-brand.
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LicenceWorldwide Paid and UnpaidAvailable to anyone for royalty free use in paid and unpaid media worldwide, provided Brandkit benefits from such use, and Brandkit is credited.Expiry
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