You’ve approved your visual identity and received the final files. Now someone needs to create a presentation, update your website, or design a social media post.
Which logo should they use? Which colours should lead? How should the headings look?
Brand guidelines document those decisions so the identity can be applied beyond the original design project.
Here’s what a practical visual brand guideline should cover.
A short introduction to the identity
Start with enough context to explain the intended visual direction.
This might include a brief description of the business, its audience, and the qualities the identity is designed to express.
Keep this section relevant to the people using the document.
Logo versions and their uses
Identify the primary logo and any supporting arrangements.
Explain when to use the horizontal version, stacked version, standalone symbol, or wordmark, where applicable.
Show approved colour versions and how they appear on different backgrounds.
Clear space and minimum size
Document the space that should remain around the logo.
Use a clear measurement reference and an illustration so someone can apply the rule without guessing.
Minimum size guidance should distinguish between relevant digital and print applications. Test the logo at the sizes you recommend to check that important details remain readable.
Examples of incorrect logo use
Show common mistakes that could affect the design.
Examples may include stretching the logo, changing its proportions, rearranging its elements, or placing it on a background with insufficient contrast.
Make the examples specific to the identity.
Colour specifications and combinations
Include the values needed for the intended applications, such as HEX and RGB for digital work and appropriate print specifications.
Explain how the colours should work together. Identify primary colours, supporting colours, and useful background combinations.
For print work, confirm requirements with the printer and review proofs where colour accuracy matters.
Typography and hierarchy
List the approved typefaces and explain their roles.
Show examples of headings, subheadings, body text, and captions. Include font access or licensing guidance and alternatives where appropriate.
Visual elements and applications
Document supporting graphics, image direction, icons, or patterns included in the identity.
Then show relevant applications. A business using proposals and presentations needs different examples from one mainly producing social media content.
You can view my brand guideline work for presentation examples.
File guidance
Explain which supplied files to use for common tasks and where to find them.
A guideline should help someone complete their work, so organise it around real questions.
I’m also developing tools for this workflow through Design Suite by Kent Graphics.
Need a practical guide for your visual identity? Visit Kent Graphics to discuss your brand guideline project.
