Brand Style Guide: Everything You Need To Know

How your brand looks and feels and fits in with your audience is key. So when it comes to branding, it all boils down to consistency. But how do you demonstrate the distinctive qualities of your brand? And how do you ensure that all of your brand’s touch points – website, packaging, social media posts – communicate and reinforce what your brand stands for? How do you make sure your audience knows your product or service as well? It all starts with a great guide to the brand’s style.

Brand Style Guide Definition of

Brand style guide search

A branding style guide – also known as your company’s branding guidelines – is essentially a rulebook or set of standards that define how your brand presents itself to the world. From messaging to color palette to stationery to web design, a branding style guide defines your brand’s personality. Provides a clear guide to the look and feel of your company’s brand assets. A branding style guide is essential to managing your company’s brand identity and creating a framework for implementing your branding elements. Whether you’re rebranding your company, updating your branding elements, or creating reference points for both internal stakeholders and external audiences, the Brand Style Guide is the ultimate resource.

Brand Style Guide Opposite Brand identity Instructs

Brand Style Guide Chart

While your branding style guide defines the voice of your company, your brand identity is the face. Brand identity includes all the visual elements associated with your business. This includes your brand’s colors, design elements, logo, and typography, among other aspects. While a branding style guide includes many other branding elements such as a mission statement and usage guidelines, a brand identity guide focuses more on how your brand appears in different places.

Benefits of making a Brand Style Guide

In addition to having a framework for both employees and external users, a Brand Style Guide can help anyone establish a connection to a brand, its products, and what it stands for. In some ways, a branding style guide is one of the many assets that can be used to communicate the value you create to your audience.

The Brand Style Guide also enhances your brand’s consistency and commitment to its customers. By demonstrating the importance of communication and maintaining the voice, look and feel of the brand, it lets everyone know that your business is committed to creating an inclusive experience for all consumers.

elements of goodness Instructs

  • mission statement or vision statement

The best branding style guides begin with a mission statement that communicates your company’s vision and core values. Including a mission statement in your branding guidelines provides a solid foundation for who you are and how you see your brand. Your mission statement is also a guiding principle that serves as a constant reminder to both employees and audiences of why you do what you do.


Whether you are the brand manager of a large company or the owner of a small business, your logo is the clearest visual representation of your brand. They are your most recognizable brand assets and act as your brand’s signature. Including your company logo in your branding style guide introduces your visual identity and guides users on how to use your logo in marketing materials. The section on logo design should also include information about the logo such as any symbols, colors, placement, and appropriate use (and misuse). Oftentimes, the company also provides high-resolution logo downloads to avoid misrepresentation or abuse.

Example of a brand logo

An essential component of your brand’s visual identity is your company’s color palette. The right color palette says a lot about the brand, which is why it should be included in your brand’s style guide. Your company may have a primary color palette as well as a secondary color scheme that includes complementary colors that are used in certain circumstances or as accents. Be sure to include both sets of colors for proper use.

Brand palette

Apple’s clean, simple Helvetica typeface and fun, fancy Disney font are powerful examples of how typography can help define and strengthen brand identity. Consistency in the use of fonts is key across your brand assets, including your logo, website/website design, stationery, and banners. Your brand’s style guide should include the preferred font, size, and weight for both headers and basic copy, as well as placement and direction. If your brand’s typeface is used in a particular color, it is also important to make that distinction and provide specific Pantone color values.

brochure printing

Determining your brand’s tone of voice requires a lot of reflection and research. Defining it requires a fine balance in understanding the people you communicate with and how your company will use words to reach them. Your tone of voice should be consistent and recognizable by everyone who reaches out to your brand. Since consistent tone of voice not only builds connection with your audience, it has also been shown to increase business revenue.

Document tone of voice

When you are creating a rulebook for your brand and how you would like it to be represented both internally and externally, it is also a good idea to include usage guidelines to eliminate suspicion and prevent misuse (or even misuse) of your brand elements. In decentralized companies with multiple departments and hundreds of employees in different roles, it can be difficult to manage and maintain brand standards. And with regular employee turnover, it’s important to be able to communicate and apply your branding guidelines across the organization.

Instructions for use

Examples and types

Since its inception, Apple has been perhaps the most consistent company in the way it manages and maintains its brand identity and style. Even the Apple brand style guide is clean, easy to use, and streamlined in look and feel.

Your company’s brand book doesn’t have to be cute! Check out this bold, decorative, and dynamic Black Watch Global style guide. Black Watch Global’s Brand Style Guide features a unique color palette, stylized typography, and clean design to illustrate the brand for risk management and intelligence consulting.

Bold, clean and reflective of its user experience, Spotify’s Brand Style Guide provides comprehensive rules and regulations for the ways its logo is used in various spaces. By offering guidelines on pairing logo color and album art orientation, Spotify removes all doubt when it comes to how they use their brand assets.

The comprehensive Uber brand style guide covers nine areas: logo, color, composition, icons, illustration, movement, photography, tone of voice, and typography. From system items to a comprehensive usage guide to an easy download section, Uber goes above and beyond to showcase its core values.

Website Style Guide Tips

Website design

  1. Make sure your style guide accurately reflects your brand and is designed in a way that reflects your brand standards.
  2. Make sure your brand’s style guide speaks to both the company’s employees and the outside audience.
  3. Consider the different platforms on which your brand assets will appear. Be sure to include branding guidelines for each of these spaces.
  4. Don’t be afraid to enforce the brand’s guidelines. It was created for a reason. It should not be manipulated by anyone inside or outside your company.
  5. Promote your brand’s style guide. Notify regular employees and creators of any changes.

How to create a file Brand Style Guide?

Brand Style Guide

Are you ready to create your own brand style guide? Here are the things you want to keep in mind and ways of photo editing apps. Picsart can help you with everything you need to create the best branding style guide.

The Brand Style Guide – and all the best brands – begin with a logo to communicate their brand identity to consumers. Get inspiration from 20 great logo designs and how to create them in Picsart.

Creating a color palette that stands out for your brand can be challenging. from where we start? You know the overall look of your brand and how you want it to feel, but how do you go from thinking about it to creating it? do not worry. Learn how to create a color palette based on a hero’s photo or logo.

Just like creating a color palette, finding the right font for your brand can be challenging. But your brand font is the first thing customers see when they come in contact with your product, so it’s best to make a good first impression. With over 200 fonts to choose from, Picsart has created a range of fonts within the text editor. If you’re interested in mixing and matching, search Picsart’s guide for font pairs and best practices for combining fonts to create the perfect custom logo or typeface for your brand.

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