The anatomy of a killer brand style guide (AKA your brand's rulebook)

Hello there, it's me again!

Remember last time we chatted about how your brand is so much more than just a logo? It’s the whole vibe, the experience, the personality. Well, awesome. But how do you keep all those pieces looking and feeling like your brand every single time, no matter who’s working on stuff or where it shows up?

✨Brand Style Guide just joined the chat✨

I know, sounds fancy, right? Maybe a bit corporate? Nah, I don't think so. Think more of it less like a stuffy manual and more like your brand’s indispensable rulebook or cheat sheet. It’s the single source of truth that defines how your brand should look, feel, and sound. And trust me, it's not just for the giant corporations, businesses of all sizes benefit hugely from having one. (I mine for Soda Studio Design and it has made my life SO MUCH EASIER!!)

Okay, but why bother? Isn't consistency obvious?

You'd think so, but things can drift easily! Here’s why a style guide is your secret constitution:

Consistency is crucial: We talked about this before, consistency builds recognition and trust. A style guide ensures your logo looks the same, your colours are always right, and your voice sounds like you, whether it's on your website, a social post, or a print flyer.

Saves time & headaches: No more guessing which blue to use or how small the logo can be! It streamlines the design process for your team, freelancers, or any partners you work with. Less back-and-forth = more efficient work.

Empowers everyone: It helps anyone creating content or communications for your brand do it correctly, maintaining quality and professionalism without needing constant supervision.

Keeps things professional: A cohesive brand looks put-together and credible. Random fonts and off-brand colours? Not so much.

The must-have anatomy: what goes inside?

A great style guide is clear, practical, and easy to use. Here are the core sections you absolutely need:

1. Brand foundation quick recap: Start with a brief reminder of your mission, values, and target audience. This sets the stage and reminds everyone why these guidelines matter. (Remember that Brand Foundation Workbook? This is where it connects!)

2. Logo usage rules: This is crucial! Show your primary logo, any variations (like simplified icons or horizontal/vertical versions). Specify:

   • Clear space: How much empty space must surround the logo.

   • Minimum size: How small it can be displayed while still being legible.

   • Placement: Preferred positions (e.g., top left).

   • The DON'Ts: Show exactly how not to use the logo (e.g., don't stretch it, don't change colours, don't place it on busy backgrounds without protection). Visual examples here are GOLD.

3. Your colour palette: Define your exact brand colours. Include:

   • Primary colours: Your main brand colours.

   • Secondary colours: Complementary colours for accents or different sections.

   • Neutral colours: Backgrounds, text, etc.

   • Colour codes: Provide the values for web (HEX, RGB) and print (CMYK, Pantone/PMS if applicable) to ensure accuracy everywhere.

4. Typography guidelines: Fonts play a huge role in personality! Specify:

   • Brand fonts: List the specific fonts used (e.g., for headlines, subheadings, body text, captions).

   • Usage rules: When and how to use each font (size, weight, line spacing, character spacing). Maybe specify a web-safe fallback if needed.

5. Brand voice & tone: How does your brand sound?

   • Personality traits: List 3-5 key characteristics (e.g., Playful, Authoritative, Empathetic, Witty).

   • Do's and Don'ts: Provide examples of language to use and avoid.

   • Maybe a short example paragraph showing the voice in action.

6. Imagery style: What kind of visuals fit your brand?

   • Photography: Mood, subject matter, lighting style, editing (e.g., bright and airy, dark and moody, candid, posed).

   • Illustration/Icons: Style, complexity, line weight, colour usage.

It's a living thing!

Your style guide isn't meant to be created and then forgotten. It should evolve as your brand does. But having this foundation makes managing your brand identity infinitely easier, ensures consistency, and ultimately helps you build a stronger, more recognisable brand.

Need help wrangling your brand elements into a practical, beautiful style guide? That's totally our jam 😉