What is a brand style guide?

A brand style guide is a document that codifies how an organization presents itself to the world. Put another way, it’s a reference tool that helps maintain consistency by demonstrating what a brand looks, feels and sounds like. It’s so powerful that some people even call it a brand bible.

Using one ensures that your brand looks and feels the same, even when you have different people working on customer service, marketing, design and sales. It's important because it helps your business communicate in a consistent way across all teams and channels.

Every style guide has 6 essential elements of a brand style guide.

1. Brand Story
2. Logo
3. Color Palette
4. Typography
5. Imagery
6. Voice

Part 1: Brand Story

A simple summary will give people insight into the heart and soul of your company which will help them understand how to represent your brand.

Part 2: Logo

This section of your brand style guide ensures your logo is used in the way you intended. It also prevents mistakes—like stretching, altering, condensing or re-aligning—that could send the wrong message.

Include all approved versions of your logo, describe when to use each one, and show visual examples to make it really clear.

Size: List minimum size and proper proportions.

Space: If logo requires a certain amount of white space around it, give clear instructions.

Colors: Show variations (reversed, in color, black and white) and when to use them.

Don’ts: It can be just as important to show how you don’t want your logo to be used.

For reference, look at all of the guidelines that Slack lists for using their logo.

Part 3: Color Palette

Defining a brand palette will go a long way towards creating a consistent look and feel. Most brands choose four or fewer main colors and don’t stray too far from the hues of their logo.

It’s a good idea to pick one light color for backgrounds, a darker color for text, a neutral hue and also one that pops. Heineken follows this rule of thumb to a tee.

In your style guide, show swatches of your brand colors. Make sure to include the information needed to reproduce those color accurately, wherever your brand message goes.

Part 4: Typography

Another big part of identity design is font selection. Your brand needs will dictate whether one typeface family will meet all your needs or if you want to define multiple brand fonts. A good rule of thumb is to use a different font than the one in your logo, since the contrast will help it stand out.

Look at how in-depth iHeart Radio goes with their typography guidelines.

Part 5: Imagery

When it’s your company, you have a natural instinct for which photos and illustrations are right for your brand. The imagery section in your style guide will steer everyone else in the right direction.

Look at the Miami Football Club's Branding guidelines. Notice how many images are included? This gives readers a very clear understanding of what images should and shouldn't be used.

Part 6: Voice

Writing style doesn’t always jump to mind when thinking of brand identity, but brand voice strongly affects how your audience feels about you.

Look at Slide 9 of the Skype brand book for a better idea!

Images and Source.