Updated
Brand guidelines (also called a brand book or style guide) are the rulebook of a brand. They set out how the logo, colours, fonts, images and copy are used so the brand looks the same everywhere.
What to include
- The logo in all versions, clear space rules and examples of incorrect use.
- The colour palette with HEX, RGB and CMYK values.
- Fonts and their hierarchy for headings and body text.
- Imagery, icons and graphic elements.
- Tone of voice, meaning how the brand writes and speaks.
- Templates for social media, presentations and ads.
Logo guidelines vs brand guidelines
Logo guidelines only cover how the logo is used. Full brand guidelines cover the whole brand identity and form the basis for branding and any later rebranding.
Why they matter in online marketing
Brand guidelines speed up work on ads, posts and landing pages because decisions do not have to be made from scratch every time. A consistent brand is recognised faster, which lifts CTR and trust.
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