Creating Brand Guidelines

Creating an organized way to document and share your company's identity usage standards ensures that your distinctive brand personality and relevance is never compromised.

The first step is to document the controllable elements of your brand identity.
  1. Positioning strategy
  2. brand name
  3. nomenclature
  4. tagline
  5. logo

Consistency is key

Brand Guidelines or a Style Guide may be an online document with links to graphic resources or it may be an elaborate printed manual to communicate with affiliates, staff or suppliers.

It starts with identifying those key elements that reflect the core values and represent the image attributes of the company. A designer details every possible placement and usage standards for the company's identity.

This includes the do's and do not's of logo in various mediums from websites to print and display advertising.

Demonstrate how a company's logo will appear in print, on mobile devices or the web.
For example, when a designer creates a master wordmark or logo as an EPS [encapsulated postscript] file, it scales to any size and will maintain it's quality - no jagged edges.

When the file gets re-saved and distributed in various formats for printing in an ad as a .tiff file or on the website as a jpeg, png or .gif file, the logo should look and feel the same.


  • Font choice
  • Print type treatment: options for headlines, subhead, callouts/decks
  • Online HTML treatment such as Cascading Style sheets [CSS].
2. Colour Palette
  • Colour combinations showing primary and secondary options.
3. Graphic Treatment
  • Logo or logomark
  • Photographic styles
  • borders, rules, bullets, graphic identifiers
  • Illustration and graphic treatment.


4. Templates
  • Layout options for website, mobile and social media formats showing content treatment
  • Sketches to illustrate placement and appearance of key layout features.
5. User Information design
  • Navigation design that shows the structure of the page and identifies key content areas.

Building Blocks of Branding Worksheet – PDF version

Learn more
before the brand. creating the unique DNA of an enduring brand identity
by alycia perry with david wisnom 111.

April 29, 2020

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