Six things: the logo and how to use it, the color palette with exact codes, the typefaces, the image style, the brand's mission and voice, and the files people need. Everything else is optional.
1. Logo
Show every version of the logo and say when to use each. Most misuse happens because the right version was hard to find.
- Primary logo, plus horizontal, stacked and icon-only versions if you have them
- Clear space: the empty area to keep around it
- Minimum size for print and screen
- Which version goes on light and dark backgrounds
- Two or three examples of what not to do
2. Color palette
List every color with its codes, not just a swatch. Designers need HEX and RGB; printers need CMYK, and a Pantone match if you have one. Say which color leads, and which text and background pairs stay readable.
3. Typography
Name the typefaces and show them in use: headings, body text and a simple size scale. Add where to get the fonts and a fallback for places they can't load.
4. Imagery
A few approved photos explain the style better than a paragraph does. Show examples and note anything to avoid.
5. Mission and voice
One or two sentences on what the brand stands for, and a few words on how it sounds. Copywriters and new hires read this first.
6. Files
Logo files in every format (SVG, PNG, EPS), fonts or links to them, icons and templates. If people can't download them from the guide, they screenshot it instead.
Gydlyne has a section for each of these, and your client opens one link that always shows the latest version.
Build your first guide freeChecklist
- Every logo version, with clear space and minimum size
- Logo on light and dark backgrounds, and what not to do
- Each color with HEX, RGB and CMYK (and Pantone if used)
- Typefaces, where to get them, fallbacks and sizes
- Example photos and notes on image style
- Mission and a few words on voice
- Downloadable logo files, fonts and templates
- Who to contact with questions
Questions
How long should brand guidelines be?
As long as they need to be. For most small brands that's the six sections above. Bigger companies add packaging, motion or signage.
What's the difference between brand guidelines and a style guide?
People use the terms interchangeably. When they're split, brand guidelines cover the visual identity and a style guide covers writing: grammar, spelling and tone.