What's in a logo: Creating visual guidelines for your brand

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

This means the consistent display of a company's logo in print, on tv or the web.
For example, when 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 resaved 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.

A logo usage guide or 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.


  • 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. Navigation and Information design
  • Create a diagram of the navigation design. This is the HTML template that shows
    the structure of the page and identifies key content areas.
  • Link to existing live example
  • Icon-based treatment such as font awesome font and icon toolkit
  • Address global, 1st and 2nd level navigation.