Brand guidelines are a set of rules that define how a brand is represented across channels. They ensure design consistency, message consistency, and overall identity consistency so companies can build brand recognition and trust with their audience.

These guidelines cover important brand identity elements like logos, color palettes, typefaces, tone of voice, and imagery so that any content piece, whether on a website or a social media post, has a cohesive and consistent feel that’s aligned with the brand's identity.

Key elements of brand guidelines

The standard brand guideline document includes the following.

• Logo usage. Logo positioning, size, and versions to ensure visual consistency.
• Color palette. List of approved brand colors to use across all content materials.
• Typography. Default font selection, font size, and font type for headings, body copy, and captions.
• Imagery and graphics. Brand style guidelines for what kind of images, icons, and illustrations are acceptable for the brand.
• Tone and voice. Set of guidelines for how the brand speaks so that there's consistency in written communication.

Examples of brand identity guidelines

Several well-known brands have detailed and publicly available brand style guides.

• Google. Their brand guide focuses on simplicity, accessibility, and font consistency across products.
• Coca-Cola. Their branding includes signature red color, traditional script logo, and messaging for joy and nostalgia.
• Airbnb. Their guidelines define their unique illustration style, friendly tone of voice, and flexible logo usage for diverse backgrounds.

How to create brand guidelines

If you're designing your brand guidelines from scratch, the following are steps to help you get started. The steps help ensure your brand guidelines align with your company's messaging.

1. Define your brand mission and brand values. What is your brand about? What do you want to say?
2. Choose your visual identity for your brand. Choose colors, fonts, and design principles that best reflect your brand personality.
3. Establish rules for logo use. Determine how your logo looks over different background colors and materials.
4. Develop a brand voice. Determine how formal, playful, or conversational your brand should sound.
5. Develop a usage guide. Break it down so employees and partners understand how to adhere to your brand rules.

FAQs about brand guidelines templates

Why are brand guidelines important?

Brand guidelines ensure brand consistency everywhere, so your brand stands out and is professional.

What should be included in brand guidelines?

Logo use, color palette, typography, tone of voice, imagery, and messaging guidelines are some of the essential brand elements.

How do brand guidelines impact marketing?

They provide a clear direction for marketing materials, assist campaigns to sound and look consistent, and reinforce a consistent brand identity.

Can brand guidelines evolve over time?

Yes! As brands grow and mature with the evolving market, guidelines need to be updated to stay current.

Create a consistent brand with B12

With B12’s AI-powered website builder, you can easily create a professional, on-brand website without coding. Your website will automatically align with your brand guidelines for a cohesive look and feel. Get started today!