Your brand needs a rulebook (here’s how to make a great one)

Okay, do you remember last time we agreed your brand is way more than just a logo? We said that it is the whole vibe, the experience, the personality. Awesome. But how do you keep all those pieces looking and feeling consistent, no matter who’s working on your stuff or where it shows up?

✨Enter the Brand Style Guide.✨

Sounds a bit stuffy and corporate, right? Well, nah. Think of it less like a manual and more like your brand’s indispensable rulebook. It is the single source of truth that defines how your brand should look, feel, and sound. And believe me, it is not just for giant corporations (In Soda, we have one and we a one-person studio!)

Okay, good, but why bother?

You'd think consistency is obvious, but things can drift fast. Here’s why a style guide is your secret weapon:

1. It keeps consistency. A style guide ensures your logo, colors, and voice are always correct, whether it is on your website, a social post, or a flyer. Consistency builds recognition and trust.

2. It 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.

3. It empowers your team. It helps anyone creating content for your brand do it right, maintaining quality and professionalism without you having to micromanage everything.

4. It makes you look pro. A cohesive brand looks put-together and credible. Random fonts and off-brand colors? Not so much.

The anatomy of a killer style guide

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

1. Your brand vibe (a quick recap) Start with a one-page summary of your brand's foundation: your mission, your values, and who your target audience is. This sets the stage and reminds everyone why these rules matter.

2. The logo rules (don't screw it up) This is crucial. Show your primary logo and any variations. You must specify:

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

• Minimum size: The absolute smallest it can be shown while still being legible.

• The DON'Ts: Show clear visual examples of how not to use the logo (e.g., don't stretch it, don't change the colors, don't put it on a busy background).

3. The color palette (your signature hues) Define your exact brand colors. Include your primary, secondary, and neutral colors, and provide the codes for both web (HEX, RGB) and print (CMYK) to ensure they are accurate everywhere.

4. The typography system (how you speak Visually) List your specific brand fonts and define their jobs. Specify which font is for headlines, which is for body text, and which is for details. Include rules on size, weight, and spacing.

5. The brand voice (how you talk) This is where you define your brand's personality. List your 3-5 key voice characteristics (e.g., Playful, Confident, Witty) and provide a few clear "Do's and Don'ts" with examples of language to use and avoid.

6. The imagery style (the look & feel) What kind of visuals fit your brand? Describe the mood, subject matter, and style for your photography and any illustrations or icons.

Your brand book is a living thing

Your style guide isn't meant to be created and then forgotten in a folder. It should evolve as your brand does. But having this foundation makes managing your brand infinitely easier and is the key to building a strong, recognizable brand.

(Need help wrangling your brand elements into a practical, beautiful style guide? That's totally our jam. Get in touch!)