Brand guidelines
Also called brand style guide, brand book, style guide, brand standards
What are brand guidelines?
Brand guidelines are a document that explains how to present a brand correctly: how to use the logo, which colors and fonts to apply, what imagery fits, and how the brand writes and speaks. Also called a brand book or brand style guide, they give designers, writers and partners one shared reference so content stays consistent.
Guidelines range from a two-page PDF to a large website. A typical set covers the logo (clear space, minimum size, versions and misuse), brand colors with codes, typography, photography and illustration style, and a section on tone of voice with example copy.
In writing and publishing, "style guide" can also mean an editorial guide for grammar, spelling and formatting. Many brand guidelines include a short editorial section for this.
Why brand guidelines matter
As soon as more than one person makes content, small inconsistencies creep in: a stretched logo, a slightly different blue, a caption that sounds like another company. Guidelines prevent that drift, which protects brand consistency and the recognition it builds.
They also make it easier to work with freelancers, agencies and new hires, and to brief AI tools, because the answers to most design and writing questions are already written down.
How to write brand guidelines
- Open with a short summary: who you are, who you serve and your positioning.
- Document the logo: versions, clear space, minimum size and examples of what not to do.
- List colors with hex, RGB and CMYK values, plus approved text and background pairs.
- Name fonts with sizes and weights for headings, body text and captions.
- Describe voice with do and don't examples, and add sample posts or layouts.
- Keep it short, store it where everyone can find it, and update it when something changes.
Brand guidelines FAQ
What is the difference between a brand book and brand guidelines?
Usually nothing: the terms are used interchangeably. Some teams use "brand book" for a longer document that also covers mission, story and values, and "guidelines" for the practical rules.
How long should brand guidelines be?
As short as possible while answering the common questions. A small business can cover logo, colors, fonts and voice in a few pages. Long documents often go unread.
Do small businesses need brand guidelines?
A simple version helps as soon as anyone besides the owner makes content. Even one page with logo files, color codes, fonts and voice notes prevents most mistakes.
Related terms
A brand kit is a compact set of a brand's core assets: logo files, colors, fonts and voice notes, ready for anyone making content.
Brand identity is everything a business controls about how it presents itself: name, logo, colors, fonts, voice, values and messaging.
Visual identity is the visible side of a brand: logo, colors, typography, imagery, icons and layout rules applied the same way everywhere.
Brand voice is the consistent personality a business shows in its words: the vocabulary, rhythm and attitude that make its writing recognizable.
Brand consistency is presenting a brand the same way everywhere: same logo, colors, fonts, voice and promise across every channel and post.
A logo is the graphic mark, name or symbol that identifies a business. It can be a wordmark, a symbol, or both combined.