This document provides branding guidelines for the Santa brand. It establishes that Santa is a concept representing emotion, past, present and future. The branding emphasizes simplicity, nostalgia, and imagination. It outlines Santa's brand promise of excellence, measurability, accountability and snow. Graphics and language guidelines establish proper usage of Santa's color (red), font, imagery, and terminology to communicate the brand. Charts depict how belief in Santa declines with age and how the brand compares to competitors. Decision trees advise when and how to leverage the Santa brand across touchpoints.