What should you include in brand guidelines?
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.
Happy branding :)
What should you include in brand guidelines?
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.