What are Brand Guidelines
• Brand Guidelines (also commonly referred to as “brand standards”, “style guide” or “brand
book”) are essentially a set of rules that explain how your brand works. These guidelines
typically include basic information such as: An overview of your brand's history, vision,
personality and key values
1. An overview of your brand’s history, vision, personality and key values.
2. Brand message or mission statement – including examples of ‘tone of voice’.
3. Logo usage – where and how to use your logo including minimum sizes, spacing and
what not to do with it.
4. Colour palette – showing your primary and secondary colour palettes with colour
breakdowns for print, screen and web.
5. Type style – showing the specific font that you use and details of the font family and
default fonts for web use.
6. Image style/photography – examples of image style and photographs that work with the
7. Business card and letterhead design – examples of how the logo and font are used for
standard company literature.
• A brand's visual identity is the overall look of its communications. Effective
visual brand identity is achieved by the consistent use of particular visual
elements to create distinction, such as specific fonts, colors, and graphic
• Brand identity is different to brand image, which is what consumers
actually think. It is constructed by the business itself. A negative gap
between brand identity and brand image means a company is out of touch
with market sentiment, which will make selling its products more difficult.
The brand image held by consumers can reach a point at which a business or
product has to rebrand itself or risk not bringing in sales.
• A Logo (The symbol of the entire identity & brand)
• A logo is for… identification.
• A logo identifies a company or product via the use of a mark, flag, symbol or
signature. A logo does not sell the company directly nor rarely does it
describe a business. Logo’s derive their meaning from the quality of the
thing it symbolises, not the other way around – logos are there to identity,
not to explain. In a nutshell, what a logo means is more important than
what it looks like.
• The logo identifies a business or product in its simplest form.
• Quintessentially the font used for example the below exhibits the breakdown
of one particular font; moonflower.